Home > Store

Essential Guide to Mobile Business, The

Register your product to gain access to bonus material or receive a coupon.

Essential Guide to Mobile Business, The


  • This product currently is not for sale.
Not for Sale


  • Copyright 2002
  • Dimensions: K
  • Pages: 304
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-093819-X
  • ISBN-13: 978-0-13-093819-0

The complete, non-technical introduction to next-generation m-business technologies and applications.

  • Identify your most profitable m-business opportunities now!
  • Understand today's key m-business technologies
  • Preview tomorrow's breakthroughs, including GPRS, EDGE, and 3G
  • Includes 17 real-world m-business case studies
  • Contains a five-step plan for establishing your Wireless Web presence

Mobile business technologies will enable virtually any business function to be delivered via wireless devices such as cell phones, pagers, and PDAs—allowing people to conduct business anywhere, as easily as they can do it at home or at the office. In The Essential Guide to Mobile Business, two pioneering implementers deliver a complete, up-to-the-minute m-business briefing for every executive; marketing, sales, or PR professional; or investor who needs accurate, accessible information for decision-making!

  • The mobile Internet: what it means to customers, entrepreneurs, and developers
  • WAP, Bluetooth, and today's other key technologies
  • Tomorrow's "just around the corner" breakthroughs: GPRS, UMTS, and EDGE
  • Competitive and strategic analyses of key mobile players, applications and technologies
  • 17 real-world case studies help you identify your best m-business opportunities
  • 5-step action plan for establishing your mobile Internet presence
  • How m-business is likely to mature and evolve in the coming years
  • By the implementers of the world's first commercial WAP mobile portal

Want to know what mobile business will mean to you, and how you can profit from it? The Essential Guide to Mobile Business delivers real answers—straight from the experts who are making it happen!

Sample Content

Table of Contents


Structure of the Book.

WAP and the Future.

WAP. Cellular Network Standards. New Possibilities. Always and Everywhere.

2. Similarities and Differences between WAP and the Internet.

WAP versus the Internet for the User. WAP versus the Internet for the Service Provider. WAP versus the Internet for the Service Developer. WAP and Corporate Networks.

3. The Rapid Development of Mobile Communications.

Mobile Communication. Different Roles in Mobile Communication. Mobile Phone Usage. Mobile Company Networks.

4. The Internet.

Different Roles in Service Provision. Internet Usage. Company Networks.

Mobile Internet.

Mobile Internet outside Europe. Different Roles with Mobile Internet. The Fight for Market Share for Hybrid Devices. Conflicts in the Value Chain.

6. Mobile Internet: Get on Board Now, or Wait?

Trends in Society. Start Now or Wait. Mobile Internet in Business-to-Business Relationships. Mobile Internet as Trend Accelerator.

Opportunities and Threats of Mobile Internet for Your Business.

Customers. Competition. New Entrants to Market. Substitutes. Suppliers.

7. WAP in the Real World.

CMG—ICT Services Group. Emerce—E-Business Publisher. IMedia—Multimedia Design Agency. De Telegraaf—Newspaper Publisher. Scoot—Finder Service. Atos Origin—IT Services Company. Lotus—Software Company. Bruna—Retail Chain. Bibit—Payment Service Provider. 123internet—Content Organizer. AtoBe—Wireless Application Service Provider. Finphone—Financial Information Provider. Siennax—Application Service Provider. Sky Radio—Radio Station. Twigger—Worldwide Email Access. WAPDrive—WAP Portal. XS4ALL—Internet Service Provider.

9. Five Steps to a Successful WAP Site.

Step 1: A Clear Objective. Step 2: The Marketing Mix. Step 3: Financial Analysis. Step 4: Plan of Action. Step 5: Control and Reporting.

10. A Look into the Mobile Future.

Appendix A. Examples and Tips to Build a WAP Site.

Example 1: A Flash Screen with Logo. Example 2: Links to Other Pages. Example 3: The Use of a Parameter. Example 4: Selection from Options.

Appendix B. List of Interesting URLs.



About the Authors.



The mobile Internet has attracted a lot of media attention. From Japan to the United States, the promise of Internet access via your mobile phone seemed a revolutionary new step. After the hype there was also a sense of deception once it was offered to the public in most countries around the world. Was this what we had been dreaming about? Except for the amazing success of i-mode in Japan, the first WAP-based services often didn't attract the number of customers predicted in the first year.

What happened? In most countries, WAP was hyped by vendors of mobile phones or network equipment as the mobile Internet, showing images on mobile phones, which will not be possible for years to come. So when people finally got hold of a mobile phone capable of using WAP (availability was very limited the first year), they were disappointed that the services on their screen were not even close to the services shown in all the ads.

What's next? After this initial disappointment, people now have a more realistic expectation of what mobile access to the Internet can mean to them. Mobile operators and service providers create knowledge to improve services and customer satisfaction. Most mobile phones sold today are equipped with a WAP browser or (c)HTML browser, creating more opportunities for successful implementation and marketing of mobile Internet services.

But how? Don't make the mistake of thinking that the mobile Internet is equal to the "fixed" Internet, but mobile. Mobile phones have their own particular usage patterns and characteristics that need to be taken into account when designing and marketing a mobile Internet service.

Why this book? We believe that the mobile phone will become part of almost everybody's life and that people will want to use it for more than just talking with friends, family, or business relations. We predict that the mobile phone will grow from a voice communications device into a multipurpose terminal allowing people to communicate, exchange messages and email, use it as their information terminal and guide, their personal shopper, and even as their wallet. In this book, we describe both the technical developments and the societal trends that lead us to believe this. We explain what WAP and i-mode are, which markets will emerge because of the mobile Internet, and the opportunities this offers you and your company.

Who should read this book? Each manager interested in the developments of new channels to his or her customers or better communications with his or her sales force and other employees in the field, should read this book. Although the book starts with an overview of the technical developments, this is by no means a technical book. We looked at WAP and the mobile Internet from a business and marketing point of view. We tried to offer informative but easy-to-read material to a broad group of people interested in new developments—people wondering how to benefit from those developments.

Structure of the Book

Chapter 1 explains WAP and other technical developments like i-mode, GPRS, UMTS, SMS, location determination, and Bluetooth. We explain the abbreviations and, more important, describe which possibilities they offer for a user.

WAP and the mobile Internet are often named in one breath. Chapter 2 shows the similarities and differences between WAP and the use of the Internet via the PC. We show this from the perspective of the user, the service provider, and the service developer.

In Chapters 3, 4, and 5, we explore the markets for mobile telephony, the Internet, and mobile Internet. The developments and roles in each of these markets are explained and the use of mobile telephony and the Internet is described. At the end of Chapter 5, the playing field for WAP and the mobile Internet is clear from both a functional and a business perspective and we turn our perspective to the reader's situation. Which services could you offer your customers using the mobile Internet? In Chapter 6, we look at the most important trends in society you can react to with mobile Internet services. In the next chapter, we look at your playing field. What will customers expect from you in the future? Which movements will suppliers make? What will your competitors do? Will new players enter your market? Which substitution effects can you expect? In Chapter 8, we visit different companies that already have experience with WAP. What activities do they deploy with WAP? What is their business model? What are their experiences with the introduction of a WAP service?

In Chapter 9, we offer a five-step approach to a successful WAP site. Chapter 10 gives a view of a day in the mobile future. Of course it's up to you to think and act toward an even better mobile future. We hope this book contributes to your mobile Internet business success.

We were, as marketers, responsible for the introduction of the first commercial WAP service in Europe: minfo. This experience along with a lot of additional research has enabled us to write this book.


Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020