As has been explained in earlier posts, only few phones in Europe
support WAP push or MMS which are suited to make people browse
after having received a message.
As far as I know, Telecom Italia Mobile pushed WAP push very
much in the past 12 months and are far ahead on the experience
curve in Europe. It is low tech but really powerful.
Jeff, I guess you are really interested in how to best do
mobile marketing for your mobile sites. This issue still seems
to be a big task. E.g. in the case of i-mode in Germany, there
are almost no e-mails or SMS to active i-mode users advertising a new
mobile site added to the official menu or a new feature on an
existing service. As a matter of fact, E-Plus in Germany now thinks
more about better co-marketing i-mode services in the mobile medium
and other media. Right now they work on an inhouse initiative to
start the first print magazine about official (and maybe) unofficial
i-mode content.
To sum up, doing mobile push marketing for mobile pull services
is still a big challenge in Europe.
Jan.
> >Jeff,
> >
> >Why would European operators prefer browsing instead of pulled downloads?
> there are a number of different actors in the system. content providers
> that would like to offer more sophisticated contents can only do
> this with
> browsing services. Users that want these contents will have to
> use browsers
> to get them (but they won't understand this until they see the contents).
> And operators that want to offer these more sophisticated
> contents can only
> do this with browsing services. For example, this is the strategy of KPN
> and Bouygues Telecom. But they need to tap into the success of SMS and
> offer the successful SMS virtual communities (e.g., the TV chat
> groups that
> I cited in the previous example) an easy link to the i-mode services.
> Clearly SMS is a short-term solution and will be replaced by the mobile
> Internet just as Minitel is being replaced by the PC Internet. How this
> occurs will to some extent determine the winners and losers in european
> telecom field over the next few years. WAP Push appears to be an
> interesting way that this might occur.
> Jeff
Received on Fri May 9 15:50:14 2003