WAP, that is, mobile Internet access, has become more and more mobile family choices. WAP introduces Internet's convenient services and enrich resources into wireless terminals such as mobile phones, breaking the computers to give people to people on geographies and spaces. It is estimated that by 2006, the global mobile communications users will reach 1.5 billion, of which 600 million will use WAP Internet services, while the number of fixed Internet users is expected to be 500 million, the huge business brought The opportunity is self-evident.
According to statistics, as of the end of 2003, domestic mobile phone users have reached 269 million users, of which WAP users reached 8 million. The market size of mobile value-added service industry SP income is 1 billion in 2002, reaching 32 billion yuan in 2003, and 2004 forecasts can reach 5 billion yuan, and in this this, the income of WAP services has been considerable. Share.
WAP is not a new thing. As early as 2000, the relevant technologies and criteria have been formed, but the real plant development is still in the past two years. In the past two years, some companies grasp new opportunities, and the business has developed rapidly. For example, the air network established in 2002, focusing on the business innovation of MMS and WAP, currently has reached a scale of 10 million yuan. After the SMS business creates a legendary growth and saves the Internet industry, the WAP business, Java business and positioning services have huge development potential.
The germination and development of WAP network marketing
At present, WAP is still mainly a platform for mobile operators to attract mobile phone users using various value-added services. As a mobile vectors of the Internet, in this regard in the development of enterprise-class WAP network applications and WAP network marketing, it is still chaotic state. The industry has not found mature WAP network marketing development model, theoretical research, is also in a vacuum state.
However, since 2004, there were companies and service providers to start the Try and practice of WAP online marketing, and WAP network marketing has initially emerged their germination.
Corporate Practice: At the beginning of 2004, Disney cooperated with the mobile content service provider index network (Index), in the current popular WAP platform, built a mobile phone on Disneyland. Mobile users who open GPRS services can log in to Disney's WAP website, download MMS wallpapers, animation, dynamic ringtone, or log in to "Mobile Dream Network", download Disney cartoon character pictures and movie songs under the ringtone picture menu.
"Disney wants to do China WAP Business Entertainment First Brand", Disney not only provides pictures and ringtone services, but will also launch various forms of services such as games, movies, and greeting cards. In addition, Disney's 3G products have been introduced, including the "Mickey Adventures" animation, WAP games, Java games, etc., which are specially made for mobile phones.
Wireless Business: September, Intel and e-commerce website Alibaba announced cooperation to build China's first mobile phone wireless e-commerce platform. After the platform is completed, the Chinese online business group will break through the computer Internet users, and further cover the new model of existing mobile phone users in China to achieve "e-commerce at any time, anywhere". It is reported that the hand-held trading module developed by Alibaba and Intel will soon appear in handheld equipment such as mobile phones in Intel architecture, while Motorola, Dopod, etc., smartphones, which are laid in the Chinese market may lead to the lead.
WAP Marketing Service: In early August, the Internet marketing service provider new network interconnects launched the "Enterprise MO Plan" of the Mobile Platform. The "Enterprise MO Plan" briefly, is to combine Internet applications such as Internet websites, SMS platforms, WAP websites and wireless interconnect technology, making it an enterprise to communicate and e-commerce services in the wireless interconnection era. platform. Located in the Internet and the wireless internet application service. Unlike Alibaba-Intel Mode, this system of new network is interconnected, does not require mobile phone manufacturers to make new models.
Mobile blog: Some companies at home and abroad have successfully implemented commercial blogs, providing a variety of WAP wireless Internet application services including sending mobile phones, writing mobile blog logs, etc. In terms of personal applications, in addition to the free mobile blog business, it also provides two different charging services, including mobile blogs and private mobile blogs for filtering ads. Mobile Personal Homepage: At the end of 2004, the personal home page has appeared, its representative is ChinaMe interactive home (http://www.chiname.cn). The interactive home implements mobile phone management personal homepage, personal home page users can perform their own personal homepage management, management features include writing mobile diary, mobile reply home page message, mobile management home online store and other functions, and will develop a mobile homepage community. The emergence of moving the personal homepage is a great measures for the WAP world, which will greatly promote the popularity and promotion of WAP applications.
Traditional business and WAP network marketing
At present, WAP network marketing applications are also mainly concentrated on the Internet companies, and there are important areas of all kinds of websites to open up new functions, new positions, and find new business. However, for traditional companies, the understanding of WAP is still very limited, WAP's popularity and promotion need time. However, WAP's large user market is an objective fact. There is a market that must occupy, how to do a good job in marketing activities in the WAP field, and is still a new topic.
Like traditional Internet, companies should carry out WAP online marketing, and they need to build their WAP website. Although in the form of expression, the WAP website is weaker than a general website. For pictures, animations, etc., but the sparrow is small, and the five organs are complete. Making a business WAP website, you can start from the following aspects:
First, the company publicity. Enterprise promotion on WAP can reflect the bottom of the text: It is necessary to make a clear, but also highlight the core competitiveness of the company. Generally speaking, the establishment of enterprises, scale, contact information, main business, etc. are visitors to understand the primary content of a company, especially the company's contact information, can focus on the single column to facilitate access and contact.
Second, the product display. Enterprises are on the WAP website, and the focus of performance is still product display. Wap websites that mobile customers access to the company are often ready to find a detailed parameter or price of a product. So the product display on WAP can choose from the main product of the company, and the various parameters or prices are described in detail. At the same time, the new product information of the company can also be introduced.
Third, customer service. For corporate service, it may be more effective than traditional websites than traditional sites. Customer services include both customer consultation and complaints, through the company's WAP customer service platform, whenever, customers can consult or complain by mobile phones, and companies can respond quickly to customers, and Customers have established a one-to-one link.
Development trend of WAP network marketing
The WAP search engine will be big. At present, the WAP website is still not a lot, and the categories involved are also very limited, mainly focused on the business extension of the Internet operator WAP. But the development of WAP website is very fast, and some companies have begun their own WAP website construction and WAP network marketing. In the face of the upcoming WAP website tide, there is currently no real WAP search engine to search for website information of the WAP world, only some directory WAP website navigation, which has hindered it for ordinary netizens accessing the WAP website.
Demand means that business opportunities, the real WAP search engine will will be in 2005. Mobile Internet users receive information from the mobile phone WAP website, and direct access to the WAP website, which makes netizens to participate in the Internet faster, higher efficiency, and the effectiveness of the company's WAP network marketing will also be very good. Reception.
WAP Chinese domain name will appear. Today, WAP's most troublesome thing may be the entered URL. The mobile phone is small, the button is small, and it is not easy to enter a string of letters to add symbols. It is more difficult to record, which is more difficult to promote the promotion of the WAP website. An obstacle. Can I access the WAP website on the WAP browser? On WAP "Chinese Domain Name", many network marketing service providers have made some attempts, including new network interconnected wireless websites. But the real WAP "Chinese Domain Name" has not yet appeared, the reason is mainly, the mobile terminal is too complex, there is no uniform WAP "Chinese domain name" plugin standard, etc.
It is foreseeable that as the technology is developed, the WAP "Chinese Domain Name" product searched as the address bar will appear and become the main tool selection of mobile Internet users into the WAP world.
