No phone left behind
For years, WAP (wireless application protocol) has been an important part web/marketing, and today, according to some research studies, it’s actually the fastest growing segment of wireless phone user behavior (so, yes, your website should be wireless-enabled!)…so can you believe that my cell company, T-Mobile (who has been generally a good service provider - certainly much better than my previous provider, AT&T-I-mean-Cingular-I-mean-the-“new-AT&T”-I-mean-Cingular/AT&T-oh-wait,-I-mean-AT&T --- phew! But that’s a whole ‘nother blog on brand management) doesn’t have a wireless-enabled website??? Here’s a screen shot of what happens when I attempt to go to t-mobile.com from my Blackberry:
Just the fact that 798 million cell phone users are utilizing the web from their phone at least occasionally (ref: Wikipedia), means that at this point I should be able to get to nearly every website from my phone – not the least of which is the provider I get my service from. (And, not to mention, T-mobile picture mail directly routes me to their website…where, of course, I get this message.) So, is WAP important for your website? Absolutely. Even though mobile marketing as a category is still in its infancy, making sure you at least have a wireless-enabled website should be a baseline. Marketing is always about being where your target audience is, and well, I’m sure I don’t need to tell you, they’re on their cell phones!
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