WAP Push

Overview

Whilst the MX Telecom Bulk Operator MMS Service and Bulk Direct MMS Service provide true MMS capabilities, delivery of multimedia content via WAP Push still represents a key component of multimedia messaging. As you would expect from an operator driven product, MMS is aimed primarily at peer to peer messaging. In the same fashion as an SMS, an MMS is sent using a store and forward mechanism, whereby the entire message is stored at the mobile network operators MMS Centres before delivery.

WAP Push is still the most common medium for the delivery of business to peer multimedia rich services. A WAP Push is effectively a simple SMS within the header of which is included a link to a WAP address. On receiving a WAP Push, the compatible handset will automatically give the user the option to access the WAP content. In this way the WAP Push directs the end user to a WAP address where particular content may be stored ready for viewing or downloading to the handset. The address could be a simple page or an entire WAP site.

A major benefit of WAP Push is the ability to send data to a mobile subscriber without an explicit ad hoc request by the end user (unlike an internet URL where the user must "pull" content).

Examples of WAP Push applications

• Provision and delivery of mobile content such as polyphonic ringtones, colour screensavers, picture messages and java games and applets
  


• Information alerts and updates to include weather forecasts and stock price alerts
  


• Wireless Email - be alerted to incoming email, and be directly taken to your mailbox
  


• Interactive Marketing - direct end users to specially designed WAP sites that form part of particular advertising campaigns
  

The Benefits of WAP Push

WAP Push offers immediate and tangible benefits to mobile network operators, their subscribers and third party content and service providers alike.

• Provide a simple to use (one or two click) process for the end user to access media rich content
  


• Allow users to return to a WAP site with a simple one click
  


• Wide penetration of WAP enabled handsets
  


• The ability to query a handsets capabilities in order to make available uniquely provisioned content
  


• Can be combined with SMS Billing usage to enable billing for content or access to WAP sites
  


• The very nature of WAP Push makes it extremely cost effective. WAP Push costs no more than the price of an SMS and is cheaper to send than an MMS message
  


• Ideally suited for subscription services. A new WAP Push can be sent whenever required and does not have to be "pulled" by the end user
  


• Where a handset is not WAP Push compatible, the message can automatically be transformed to a standard SMS
  


• Send WAP and GPRS OTA configurations direct to handsets
  

The MX Telecom Content Management System provides both MMS and WAP Push support for the delivery of Polyphonic Ringtones, Images (wallpapers and screensavers), Audio clips, Video clips and Java Games and Applications. Content can be ordered via SMS (through the MX Telecom Reverse Billing Service for example) or via IVR (utilising the MX Telecom IVR Service) or integrated with third party systems.

About MX Telecom MX Telecom is a leader in wireless technology. MX Telecom offers an easily accessible gateway to data, voice and video messaging services including 2-way and premium SMS, multimedia messaging, interactive voice response, location-based services, video short codes, Internet and TV related solutions. For more information, MX Telecom can be reached on 0845 666 7778, or via email at sales@mxtelecom.com.