Having created successful mobile campaigns, and become believers in the power of mobile marketing – many of our clients have been starting to think outside of the SMS box. As they begin exploring the wide open frontier that is WAP sites and Mobile Applications, they have looked to Cellit for guidance and advice. More often than not – I get the question: what’s the difference? And do I need both?
I recently wrote a post with some thoughtful advice on whether a business needs a mobile application. Once an owner has determined if stepping beyond SMS is the right next step, there are many options and they can quickly become expensive. Let’s start by defining the two main options: applications and a WAP site.
Created for smart phones, mobile applications are downloadable programs that run on your phone. Smart phones include the Apple iPhone, the Google Android Phone, the Palm models (including the new PRE), Blackberry models and all Windows phones. The applications offer the ability to provide a slightly more customized experience, in addition to added features and functionality. And because they are designed for a specific platform (ie – an iPhone), can be built in such a way as to maximize the unique features of that platform – including compass, camera, and motion sensors.
WAP sites are html websites that have been optimized for viewing on a phone. Unlike traditional websites, the user is often restricted by a limited screen size and ability to navigate. As such, they tend to be very streamlined and simplified, with only a subset of the data and options available on the traditional .com website.
Both options accomplish much of the same thing; however, there are some notable differences. I have mentioned the mobile applications ability to have additional features and functionality, in addition to the fact that you can design the application specifically for the platform, taking advantage of the phone features.
Most importantly, access is the main differentiator. Smart phones represent about 40% of the US market. While this is growing at a substantial rate, it is still less than half of the population. Within that percentage, each individual Smart phone category represents some subset of the population. For example, if an iPhone application is created – with no other applications – it will have the potential to reach only 2-3% of the entire population. Thus, to aggressively pursue a mobile application strategy – a company will need to either plan to develop applications across all the major platforms (Android, Apple, Windows, Blackberry and Palm OS) or specifically analyze their target market and the particular phone type they are most prone to use. For example, a business-to-business company may target the Blackberry for application development, as it is popular amongst business users – while a company targeting early adopters and a younger demographic may develop an iPhone application.
There has been some discussion about the growing popularity of the iPhone application store. To be more specific, does an application developed on another platform (say, Blackberry for discussion purposes) provide a better ROI because there is a larger chance that it will be found by casual browsers than for an iPhone application, which will be lost in the thousands of applications currently available. While there is some truth to this, much of the success of an application will rest on the ability of the organization to promote it through other advertising and communication mediums to their target audience.
In contrast to applications, the WAP site is available on more phones, both smart and traditional mobile handsets. While some subscribers may not subscribe to a data plan, two-thirds of all users have access to the web, and most new phone models offer some type of mobile browser. WAP sites, when done correctly, resize all graphics to display best on the screen size of the phone – thus ensuring the best possible experience for each individual user. It is a least common denominator, ensuring access across platforms, mobile company providers and phone models.
One strategy that I found particularly compelling that blends the best of both worlds comes from CNN (who is not a client). They have created a downloadable icon, which is available in the various stores (in my case, Blackberry). This icon simply links me directly to the CNN.mobi WAP site. It offers the convenience of an on-screen icon for smart phone users, ensuring top of mind awareness, but also takes advantage of an existing WAP site. In my mind, this is an example of getting the best of both worlds – and maximizing development dollars.
It’s our belief that starting off and reaching the broadest audience provides the best ROI in this marketing climate. As such, companies will want to start with text, then to WAP sites, and finally onto the application development front through targeted platform development. Applications provide great benefits and exposure when developed on the right platform for the right target audience.
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