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A recent presentation I gave to a University on the WAP vs APP debate.
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P: 07597064202 E: [email protected] B: www.nickmalham.blogspot.com T:
@nick_malham
WAP vs APP
The advantages and disadvantages (with recommendations) of WAP vs APP
Prepared by Nick Malham August 2010
P: 07597064202 E: [email protected] B: www.nickmalham.blogspot.com T:
@nick_malham
Contents
1. Mobile phone industry2. WAP
– What is WAP?– Advantages of WAP – Disadvantages of WAP – Case studies– Recommendations
3. APP– What is APP?– Advantages of APP – Disadvantages of APP – Recommendations of implementation
4. Summary and conclusion
P: 07597064202 E: [email protected] B: www.nickmalham.blogspot.com T:
@nick_malham
Mobile phone industry
Gartner Q1 2010: Market Share
P: 07597064202 E: [email protected] B: www.nickmalham.blogspot.com T:
@nick_malham
Mobile phone industry
Gartner Q1 2010: Market Share
P: 07597064202 E: [email protected] B: www.nickmalham.blogspot.com T:
@nick_malham
WAP
Advantages of WAP
• International communication tool • Open source solution• Graphics displayed specifically for all screen sizes • Little advertising • Better tracking and analytics • Simple to update • One programming language • Quick development • No code size or memory limitations
P: 07597064202 E: [email protected] B: www.nickmalham.blogspot.com T:
@nick_malham
WAP
Disadvantages of WAP
• Mobile users are less patient with mobile technology • More than one click • No multi-tasking enhancements • Low bandwidth – limited graphics • Speed to load • No history or data memory • Competition from new mobile technology – Apps• Limited content and information provided • Less engaging
P: 07597064202 E: [email protected] B: www.nickmalham.blogspot.com T:
@nick_malham
WAP
Recommendations
• Keep key messages consistent • Align design and content in line with strategic
objectives • Track and assess analytics • Ask and listen to feedback • Create an on-screen bookmark icon • Re-size text and graphics to fit different screens • Avoid too many graphics for a faster download speed• Accessibility – text size • GPS directions • Link contact forms to CRM
P: 07597064202 E: [email protected] B: www.nickmalham.blogspot.com T:
@nick_malham
APP
Advantages of APP
• International communication tool • Stream live information to users• GPS tracking • Rich content – high res images • Pre-prepared content – quick downloads• Multi-tasking apps• Ad revenue • Innovative technology • Screen icons• Push content • Real time• No network connection required • Maximise handset features
P: 07597064202 E: [email protected] B: www.nickmalham.blogspot.com T:
@nick_malham
APP
Disadvantages of APP
• Only capturing smartphone users• Different programming languages – eg. Apple and
Android • Expensive to develop • Slow development time• Requires store and users to update apps
P: 07597064202 E: [email protected] B: www.nickmalham.blogspot.com T:
@nick_malham
APP
Recommendations
• Keep key messages consistent • GPS guides • Schedules • Local transport • Distil core website information • Photo gallery • Video testimonials • Social media networks • Push news and events • Web and pod casts
P: 07597064202 E: [email protected] B: www.nickmalham.blogspot.com T:
@nick_malham
WAP vs APP
Conclusion
• Not WAP vs APP – WAP and APP integrated approach • WAP is a mass medium mobile communication tool
here today • APP is the next step in mobile communication • International consumers are a core target audience • Align with strategic objectives to be a leading,
innovative entrepreneurial • Enhance the current WAP site• Begin development of an APP• Gain feedback through the development process• Incorporate into a integrated marketing campaign
– Website– Email– Direct mail– PR– Outdoor advertising
• Monitor, analyse and tweak • Measure ROI to objectives
P: 07597064202 E: [email protected] B: www.nickmalham.blogspot.com T:
@nick_malham
Thank you for listening
