WAP is back – this time for sure, and it’s moving off portal. “However, most believe it will be the ringtone and logos companies, the ones still making the most out of mobile, that will lead the charge ahead of the big brands and media companies. “In the past, they would have taken out large, expensive ads in the media to get people to text in to get the content,” says MX Telecom MD Mark Fitzgerald. “They’re now moving to WAP sites to enable consumers to browse, preview and buy from a range of content.” And, more importantly, to bookmark that site on their phone to buy and buy again.”
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