Mobile Web: State of the Market,
Technology, and Business Issues

Published: April 2008
Author: Ahmed Abdelsalam
257 Pages
Single-user $ 295 US
 Company-wide $ 795 US


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Single-user

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Overview

World Wide Web (WWW or Web) usage has expanded dramatically over the last decade. Billions of users have used the Web to perform thousands of actions each that facilitate their lives through entertainment, information, and commerce. Mobile Web represents a great opportunity for all constituents including portals, media companies, service providers, application providers, and mobile network operators.

However, accessing and using the Web while mobile is completely different than fixed network access with both benefits and constraints. Mobile Web: State of the Market, Technology, and Business Issues represents a comprehensive analysis of Mobile Web including history, concepts, requirements, implementations, services, and trends of the new evolving web technology. This publication also presents a comprehensive study for mobile web challenges confronted by users, developers, vendors, and service providers. It also includes case study analysis of Mobile Web applications and services.
Target Audience
  • Mobile Network Operators
  • Mobile Web Service Providers.
  • Mobile Web Software Developers.
  • Mobile Advertising Companies.
  • Mobile Devices Vendors.
  • Internet Service Providers.
  • Wireless Services Developers.
  • Web Developers.
  • Mobile Marketing Service Providers.
  • Mobile Web Users
Key Questions Answered in Report
  • How is the Mobile Web distinguished from fixed network in terms of user requirements?
  • How does mobile advertising, marketing and location-based services relate to Mobile Web?
  • What are the challenges to implement and operator a Mobile Web service?
  • What applications are being deployed for Mobile Web and what is their success?
  • What are the important emerging technologies and solutions to Mobile Web problems?
  • What are the current and anticipated businesses and applications?

Table of Contents

Mobile Web.
Introduction.
The Benefits of the Mobile Web.
Mobile Web Strategy.
Overview..
Balancing Goals and Constraints.
Business.
User.
Technical
User-centered Design.
Know Audience.
Mobile Web Design.
Overview..
Designing for Different Screen Sizes.
Designing for the Right Device.
Feature Phones.
Smart Phones.
PDAs.
Voice-Only Phones.
Mobile Web Navigation Paradigms.
Layout & Information Design.
Mobile Web Standards.
Overview..
Wireless Application Protocol (WAP)
Wireless Markup Language (WML)
XHTML Mobile Profile / XHTML Basic.
Wireless CSS.
The Benefit of Web Standards Techniques.
W3C Mobile Web Initiative.
Overview..
W3C Mobile Web Best Practices.
Introduction.
Default Delivery Context
mobileOK.
Requirements.
Presentation Issues.
Input
Bandwidth and Cost
User Goals.
Advertising.
Device Limitations.
dotMobi
Overview..
Web 2.0 and Mobile Web.
The Mobile.
Understanding the Mobile Devices.
Overview..
Mobile Phones.
PDAs.
Other Mobile Devices.
Overview of Mobile Technologies.
Introduction.
Mobile Communications Network History.
Network Types.
Circuit-Switched Network.
Packet-Switched Network.
Wireless network generations.
GSM...
GPRS.
Mobitex.
CDPD..
PDC.
IMT-2000.
Overview..
Key Features of IMT-2000.
UMTS.
W-CDMA (DS-CDMA)
cdmaOne.
CDMA2000 (MC-CDMA)
Wireless LANS.
Wireless protocols.
Introduction.
HTTP protocol
M-services.
iMode.
Web Clipping.
Web Clipping proxy server.
Mobile devices.
Overview..
Phones for voice interaction.
Mobile phones.
PDAs.
Palm..
Overview..
PocketPC.
Overview..
EPOC.
HTML browser.
WAP browser.
Wireless laptops.
Mobile device pros and cons.
Pros of mobile devices.
Portability.
Easy operation.
Low cost
Cons of mobile devices.
Quality of line connection.
Security.
Poor user interface.
Small display and cache No cookie support (in certain devices)
Session management
Emulators and mobile clients.
Mobile Web Browsers.
Overview..
Web Browsers.
Intellisync Browse-it
Handspring Blazer.
AvantGo.
OmniSky Browser.
Qualcomm EudoraWeb.
PocketIE.
DeepFish.
Webby Mobile.
ThunderHawk.
Opera Mobile.
Opera Mini
Minimo.
JOCA.
WAP browser.
EzWAP.
WinWAP.
Mobile Considerations.
Mobiles and Desktops.
Phones and Desktops are Different
Limitations.
Mobile User Experience Considerations.
Bandwidth.
Battery.
Capabilities.
Cost
Input
Memory.
Processing Power.
Screen.
Voice and Multimodality.
Usability.
Partial Attention.
Social situation or physical environment
Connectivity.
Availability.
WAP.
Overview..
WAP Architectures.
Introduction.
WAP 1.x Architecture.
Overview..
Motivation.
WAP 2.x Architecture.
Introduction.
WAP 2.x.
The Application Environment component
Cascading Style Sheets.
Contact and Calendar Information.
Multimedia Messaging.
Push Services.
The Protocol Framework Component
Session service layer.
Data Synchronization.
Push Sessions.
Transport Service Layer.
Bearer Service Layer.
Security Services Component
Service Discovery Component
Conclusion.
WAP Case Studies.
Case Study: Gmail Mobile.
Overview..
Gmail Mobile Features.
Gmail Access Just Like on Computer.
Interface Optimized for Phone.
Synchronized Account
Reply by Call
Attachment Handling.
Ad-Free Interface.
Case Study: TNT Package Tracking.
Case Study: WAP for Travel and Tourism Services.
Overview..
Travel-related WAP Services.
Air Travel WAP Services.
Flight Schedule Services.
Aeroflot Airlines.
Air Travel WAP Service Examples.
ATC Worldwide: Airline Flights Booking Engines.
Hotel Related WAP Service Examples.
2PL.
Case Study: WAP-Based Distant Learning.
Overview..
WAP Technology.
WAP-Based Learning Review..
Challenges & Limitations.
Discussion & Future Work.
iMode.
Overview
Mobile Business Case Studies.
Comprehensive Case Study: Mobile Advertising.
Background.
Mobile Commerce and Mobile Marketing.
Mobile Advertising Technologies.
Short Message Service (SMS)
Overview of Mobile Advertising.
Mobile Advertising Key Factors.
Factors Affecting Mobile Advertising Adoption.
Branding Strategy.
Facilitating Conditions.
Location-based Services (LBS)
Service Cost
Regulatory Control
Choice.
Control Consumers.
Customization.
Consideration.
Constraint
Confidentiality.
Cultural Barriers.
Effective Mobile Advertising Campaigns.
Overview..
Reach.
Richness.
Bandwidth.
Customization.
Interactivity.
Mobile Advertising Key Aspects.
Key Aspects.
Ubiquitous Access.
Detailed User Information.
Integrated Response Channel
Personnel Channel
Types of Effective Mobile Advertising Campaigns.
Introduction.
Mobile Push Campaigns.
Mobile Pull Campaigns.
Mobile Dialogue Campaigns.
Forms of Mobile Advertising.
Competition.
Location base service (LBS)
Overview..
Categories of Location Based Services.
Driving Forces for LBS.
Market Forces.
Competition forces.
Technology forces.
Regulatory forces.
Mobile Coupons.
Alerts.
Sponsorships.
Practical Example: MindMatics - A Full Service Mobile Agency.
Overview..
Factors Affecting Mobile Advertising Adoption.
Branding Strategy.
Facilitating Conditions.
Service Costs.
Location-Based Service (LBS)
Regulatory Control
Cultural Barriers.
Effective Mobile Advertising Campaigns.
Mobile Push Campaigns.
Mobile Pull Campaigns.
Mobile dialogue Campaigns.
Mobile Advertising Forms.
Competition.
Mobile Coupons.
Alerts.
MARKET STUDY: Consumer Attitude Toward Advertising Via Mobile Devices.
Introduction.
Attitude Toward Advertising Via Mobile Devices.
Advertising Value of Mobile Marketing.
Characteristics of Message Content
Entertainment
Informativeness.
Irritation.
Credibility.
Frequency of Exposure.
Consumer.
Consumer Attitude toward Privacy.
Relevant Demographic Variables.
Age.
Gender.
Education.
Case Study: Mobile Payment System..
Introduction.
Mobile Payment
Overview..
Mobile Payment Principles.
Actors within a Mobile Payment System..
CharacteriZing Mobile Payment
Transaction Type.
Pay Per View..
Pay Per Event
Pay Per Unit
Flat Rate.
Settlement Type.
Pre-paid.
Post-paid.
Content Type.
Content Value.
Micropayments.
Macropayments.
Payment Scenarios.
Content Download.
Point of Sale.
Content on Device.
Generic Operations in Mobile Payment
Service Registration.
User Registration.
Request Service.
Request Charging Session.
Request Authorization and Authentication.
User Authenticated.
Provide Content or Service.
Charge.
Mobile Payment: Mobile Operator Payment
Network Operator Payment Systems.
Mobile Payment Standards.
Mobile Payment: Out-of-Band Payment
Financial Institutions.
Reverse-Charge/Billed SMS.
Vodafone m-pay.
MobiPay.
Iti Achat
PayBox.
Practical Example: PayPal Mobile Web Payment
Overview..
PayPal Mobile Checkout
AllMusicImport.mobi
AvantGuardeMall.mobi
Best Sports Apparel (bestsportsapparel.com)
Betamonline.mobi
BikeSomeWhere.com..
Blue Planet Run Foundation (blueplanetrun.org)
Bundlecity.com..
CellPower.mobi
Digital PowerPro.com..
DVD Planet (dvdplanet.com)
ElectronicsShowplace.com..
GameQuestDirect
Moosejaw Mountaineering.
SwingSomewhere.
SkyMall
Total Fan Shop.
The Web.
Web 1.0.
Introduction.
History of Web 1.0.
How Web 1.0 Works.
Web 2.0.
Overview..
Definition.
The Web 2.0 Advantage.
Web 2.0 Key Aspects.
Usage of Emerging Technologies.
User Generated Content
Overview..
UGC can improve a company's competitiveness.
UCG can improve customer loyalties.
USG can save cost
Making the Most of User Generated Content
Users as Co-Developers.
Fixes and Features.
Web 2.0 Services.
Photographs.
Bookmarks.
Word 2.0.
Music.
Cataloguing Records.
Video.
Social Networking.
News Stories.
The Virtual World.
Information Mashups.
Blogs.
Wikis.
RSS.
Podcasts and Media-sharing services.
Technology and Standards.
Overview..
Ajax.
Alternatives to Ajax.
SOAP vs REST: A Web architecture debate.
Microformats.
Open APIs.
Web 2.0 Case Studies.
Learning and Teaching in Higher Education via Web 2.0.
Overview..
Usage of Web 2.0 Services as Education Oriented Service.
Blogs.
Wikis.
Social Bookmarking.
Media-Sharing Services.
Social Networking and Social Presence Systems.
Syndication and Notification Technologies.
Institutional practice.
University of Warwick.
University of Leeds.
University of Brighton.
University of Edinburgh.
Overall lessons learnt
Case Study: Streamlining Port Operations and Increasing Trucker Efficiency.
Overview..
Situation.
Solution.
Benefits.
More Efficient Port Operations.
Reduced Wait Time.
Increased Trucker Satisfaction.
Enhanced Competitive Advantage.
Case Study: Social Software.
Overview..
Revenue Sharing Social Software.
Overview..
SURVEY OF REVENUE SHARING SOCIAL SOFTWARE.
Flixya.com..
Dada.net
SharedReviews.com..
thisisby.us.
Yuwie.
DotNetKicks.com..
OPEN ISSUES WITH REVENUE SHARING BUSINESS MODELS.
User Contribution Score (UCS)
Fraud Detection and Prevention.
Quality of Content & Conflict of Interest
Copyright Infringements.
Moving towards revenue sharing.
Case Study: Mobile Social Media - Web On the Move.
Overview..
The Future.
Current and Emerging Web trends.
Search for Business Models in Future Web.
Content-Access.
Virtual World.
More Connectivity.
Massive Collaboration.
From the Content to Context
Rethinking Information.
Concentrating on Smart People.
Web as new TV.
Sharing Experience.
Future of Web 2.0.
Overview..
User Generated Content Creation.
People Personal Catalogues.
Digital Objects.
Web 2.0 and Semantic Web.
Overview..
Semantic Wikis.
Semantic Blogging.
Semantic Desktop.
The Emerging Field of Web Science.
The Continued Development of the Web as Platform..
Trust, Privacy, Security and Social Networks.
Computer Trusted Models.
Web 2.0 and SOA.
Web 3.0.


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