|It's a Wireless World ||Wireless Glossary|
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It's a Wireless World.

.Or it soon will be if recent predictions are to be believed. Cell phones, pagers and PDAs (personal digital assistants like the Palm Pilot) present a whole new set of challenges and opportunities for eMarketers.

The challenges:

• Consumer misunderstanding

The biggest obstacle to the uptake of wireless Internet is lack of information on behalf of the consumer. Where the consumer tends to think that mobile Internet access involves downloading web pages onto a cell phone, the reality is that the service will comprise specialized news feeds, customized announcements and email capability.

• Speed (or lack of it)

Slow transmission of data places severe limits on the kinds of content that can be offered by wireless devices. However, mobile data speed is expected to double in the next six months and continue increasing.

• Privacy concerns

The issues raised online in the recent Doubleclick debacle will only be magnified a hundredfold in the wireless world. Wireless providers have access to an amazing amount of personal information about their subscribers. To avoid getting branded as Big Brother and to provide content that is welcome to customers, “opt-in” (which will allow users to set limits on dates, number of offers and the companies that send them) will be very important as will clear privacy policies.

• Security concerns

Increased bandwidth and digital signatures will make wireless online shopping easier and easier. Digital cell phones provide encryption but some people will still be nervous about closing the sale in wireless cyberspace. Guarantees made by the wireless provider and merchant may have to be necessary.

• Limited screen space

The screen “real estate” on cell phones, PDAs, and two-way pagers is extremely limited. Content must be customized for this medium. Information must be limited to small bite-sized pieces. Any advertising taking up this valuable space must show some demonstrable benefit to the consumer in order to be accepted.

• Difficulty of navigation

The Internet navigation we are used to on desktop computers will not apply to this medium. Typing web address is difficult using the telephone’s number pad and the small screens can only display a short list of links. Stand alone applications which require no “surfing” may be one solution. Or a simple navigation structure that gives users limited choices as they move from screen to screen. 

The opportunities:

• Demographic & geographic targeting

Pagers and cell phones represent the best direct marketing mechanism in the world because wireless networks know where and who you are. To allay privacy  concerns (see above) “opt-in” will be key. Targeting allows for a high degree of personalization of services and content, which is always a very powerful marketing opportunity.

• Interaction and two-way flow of data

The wireless web is a two-way communications channel that allows the user to interact with the data seen on the screen. When killer apps are developed to take advantage of this fact, look out! For instance, currency converters or direction finders.

• Immediacy

One of the great advantages that marketers using mobile devices have over any other form of reaching a customer is immediacy. A simple text message can be written and sent in a timeframe that makes recording a radio spot seem like the building of Rome.

• Higher clickthroughs

Companies that are running these ads on PDAs and cell phones are enjoying higher clickthrough rates than banner ads. As with any new ad medium, a “blindness” has not yet affected this advertising. The targeting capabilities of this medium may also have something to do with this higher response rate.

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Wireless Glossary

Like everything technological, wireless comes with its own lingo. Here are explanations for a few select terms to help you understand the latest wireless hype:

·          1G First Generation networks: Refers to analog cellular systems.

·          2G Second Generation networks: Refers to digital cellular and PCS wireless systems.

·          3G Third Generation networks: The newest generation of mobile communications, it allows greater bandwidth, opening the way to increased data-over-wireless solutions such as smart phones.  Not expected to be fully operational until 2002.

·          Bluetooth: Championed by companies like Ericsson, IBM, Intel, Nokia and Toshiba, this is a proposal for short-range connections between devices such as smart phones, handheld devices and desktop computers. 

·          Wireless Application Protocol (WAP): An emerging standard for communication between wireless Net devices. A streamlined version of HTML, optimized for wireless device and smaller screens.

·          WWW:MMM (Mobile Media Mode): An icon that identifies web content optimized for smart phones and handhelds.

 For definitions of more wireless terms check out the 

allNetDevices glossary

eMage Site of the Month

ClickaDeal               

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The sky’s the limit with wireless applications. Put your thinking cap on and take advantage of this new medium. Here are some suggestions to get you started:

• Online banking
• Wireless trading (email notification when stock moves)
• Movie reviews, times (email notification of upcoming openings and new releases)
• Internet “walkmans” that access MP3s
• Provide access to networked documents (use cell phone to have documents faxed to nearby fax machine or emailed)
• Receive sale information as you walk past a particular store
• Travel sites could alert customers when flight is delayed or a gate changes
• Wireless betting
• Location-based services : local restaurant booking, local grocery shopping