“Most traffic today is still directed to the mobile operator portals of Vodafone, O2, Orange, T-Mobile, and others, who offer walled-garden content areas and limited ad opportunities. Yet a growing proportion is being driven to newly created, independent, off-portal WAP sites…More marketers are recognizing the benefits WAP offers for increased mobile content and application delivery, richer creativity, and deeper consumer interaction (and, therefore, data capture)…Minick, the mobile content and service developer, worked on fewer than 12 WAP portals in 2004. It has 54 in development today…The key to mobile marketing is offering consumers a reward for their interaction, so content-heavy WAP sites are looking ever-more appealing in a marketing setting. Rich functionality, on top of consumers’ acceptance of the medium and mass-market penetration of color phones, is likely to lead to brands launching a rash of WAP sites this year.”
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