This provides a detailed overview of why a company looking at mobile would consider providing a mobile application to their end users as opposed to simply using WAP.

1. Differences Between
Mobile Browser / WAP
and a Mobile App
A comparison between Apollo Mobile’s Re4ctor mobile
application plaftorm and standard WAP browser
functionality
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2. Overview
WAP
• Wireless Application Protocol (WAP) provides all of the basic services of a computer-
based web browser but simplified to operate within the restrictions of a mobile phone
(smaller screen, lower bandwidth, etc.)
• WAP sites are websites written in or converted to Wireless Markup Language (WML) and
accessed via the WAP browser - this is typically built into the phone
APP
• A mobile applications (Apps) are usually installed on the phone by the end user though
handset providers and network operators may pre-install applications
• Apollo Mobile’s Re4ctor platform powers applications that run across all mobile phones,
and provides additional features including real-time interactivity, push updating, community
functions, polling, mCommerce, and media streaming & downloading
• With the creation of the iPhone app store, the Android store, and the soon to be launched
Blackberry & Symbian stores (for phones such as Nokia & Sony Ericsson, consumers are
becoming increasingly comfortable with the idea and the process of adding an application
to their phones
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3. Brief Comparison of WAP vs APPs
Function WAP Re4ctor App
Browse WAP content Yes Yes
Encryption Yes Yes
Serve Advertising Yes Yes
Works on all handsets Yes Yes
User Metrics Limited Yes
Customisable Limited Yes
Community Features Very Limited Yes
Response Time for New Content Slow Immediate
mCommerce Difficult Easy
Can Provide Location-based Services Limited Yes
Consumption of Audio / Video Not within browser Yes
Offline Access No Yes
Real-time Interactivity No Yes
Alerts & Alarms No Yes
Control Handset Functions No Yes
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4. Reading a Mobile Newspaper on a Train
WAP Re4ctor
User User
4

5. Reading a Mobile Newspaper on a Train
Opens Opens
WAP link App
What’s
Happening
WAP Re4ctor
User User
4

6. Reading a Mobile Newspaper on a Train
Content Content
Loads Loads
What’s
Happening
(and more
in
background)
WAP Re4ctor
User User
4

7. Reading a Mobile Newspaper on a Train
Content Next
Loads Page
What’s
Happening
Already
Loaded
WAP Re4ctor
User User
4

8. Reading a Mobile Newspaper on a Train
Next
Page
What’s
Happening
Already
Loaded
WAP Re4ctor
User User
4

9. Reading a Mobile Newspaper on a Train
What’s
Happening
WAP Re4ctor
User User
4

10. Reading a Mobile Newspaper on a Train
Loading
Can
Stops What’s
Keep
Happening
Train Goes Through a Tunnel…
Reading
WAP Re4ctor
User User
4

11. Reading a Mobile Newspaper on a Train
Loading Can
Stops
What’s
Keep
Happening
Train Goes Through a Tunnel…
Reading
WAP Re4ctor
User User
4

12. Reading a Mobile Newspaper on a Train
Can
What’s
Keep
Happening
Train Goes Through a Tunnel…
Reading
WAP Re4ctor
User User
4

13. Reading a Mobile Newspaper on a Train
Can Start Can
Reading
What’s
Keep
Happening
Again Reading
WAP Re4ctor
User User
4

14. Reading a Mobile Newspaper on a Train
What’s
Happening
WAP Re4ctor
User User
4

15. Reading a Mobile Newspaper on a Train
What’s
Happening
WAP Re4ctor
User User
4

16. More Detail on Some Key Differences
Offline Access
A browser doesn’t work when you lose the data connec7on
•
With a Re4ctor App, users can access the content any7me once it has been downloaded ‐ can be used when underground, on a
•
plane, or just plain out of contact
Synchronisa7on
Browsers don’t update themselves
•
Apps will have new content pushed to them, alerts can be pushed to audiences engaging them in real 7me
•
Accessing Audio & Video
In a mobile browser – you must go to another applica7on in a phone to listen to audio or watch video – media will be stored
•
separately as well
With a mobile applica7on – the user can do all of this without leaving the applica7on making the experience simpler and ensuring
•
they are surrounded by your brand at each step
Easy mCommerce
Entering in data in a mobile browser is tricky – lose the data connec7on – lose your shopping cart or the data you are
•
entering…
Purchasing through an app is secure, simple and provides robustness transmiMng an order when the connec7on is present.
•
Makes mCommerce viable – could sell media downloads, 7ckets, etc. all via the applica7on
•
User Metrics
Browsers can track liQle user data
•
Apps can provide very rich user informa7on about their consump7on of media, their loca7on, etc. – will help you sell more
•
valuable adver7sing, sponsorship & promo7ons
Can provide more targeted and valid ads to users yielding higher impact for adver7sers
•
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