Mobile News

With the increased penetration of WAP 1.2-capable browsers, it becomes possible to point a subscriber to a WAP site by sending a correctly encoded SMS message or providing access to the mobile marketing server to a WAP push proxy gateway. The WAP specification defines two ways to bring the user to a specific WAP page. Using “service indication”, the user is presented with a short message and a WAP address and is given the choice to visit the site immediately or store the message for later handling. The “service load” message causes a handset to load and execute the WAP address without user intervention. Multi-part push messages allow the sending of complete multimedia messages to a handset. A functional requirement for a mobile marketing campaign solution is therefore to support WAP push of service indication, service load and multi-part messages.

Mobile interaction management engages a same population of subscribers several times over longer periods of time. E-mail is a common e-marketing tool to reach individuals that can be applied to mobile marketing as a complementary medium to provide personalised information (e.g. newsletters). For this reason, the mobile marketing software requires e-mail support.