Information super cul-de-sac? How to prevent the WAP from hitting the fan

David Skelsey and Mark Pearson

Describes pre-launch research for EGG before launching its WAP (Wireless Application Protocol) mobile phone in 2000.

Information Super Cul-de-sac? How to Prevent the WAP from Hitting the Fan

David SkelseyThe Research Business International andMark PearsonEgg

INTRODUCTION

WAP, or Wireless Application Protocol, is a technology which allows limited access to the Internet through appropriately specified mobile phones.

In April 2000, EGG took the decision to launch a WAP service as part of its 'Always On' channel strategy. For EGG, WAP would offer another remote access channel for its products and services, to complement its Internet, phone and (at that time forthcoming) Digital Television services. For EGGs customers, it would offer greater access and...

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