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The Wireless Web is Approaching Adolescence
Looking at the technology and development requirements for the wireless Web to
transform from a static environment to a dynamic experience
By: Keith Bates, CEO, Plazmic (10.24.01)
Wireless content is heading towards adolescence. Namely, those awkward times
when uncertainty, change and expectations rule the day. As technology continues to
advance and customer acceptance increases, so come the demands for better
looking, engaging content and exciting wireless experiences. Much like the social
demands made on teenagers who are trying to stand out and seek acceptance from
the "in crowd", wireless content must now move beyond static, text-based offerings
to "eye-catching", engaging, exciting and relevant customer experiences.
Content developers, carriers, mobile operators and content owners recognize that
the evolution of the wireless Internet presents a host of new opportunities and
challenges. Many of which come from the excitement and anxiety of developing
business models that harness the promise of wireless while delivering value to the
customer.
The wireless Web is at a similar stage to the pre graphically based Internet browsers
we know, and online experiences we expect. Today, content on wireless devices is
static, text-based information that is simply uninteresting. However, advancements
in wireless devices, network capabilities and software products are helping transform
the face of wireless to one loaded with richly animated content. Much like how the
Internet evolved from the introduction of text browsers like Mosaic to those of
Netscape Navigator and Internet Explorer, so too will the wireless Internet
experience.
This point becomes an important juncture for the future of the wireless Web. A
crossroads, if you will, where wireless communications and content development
technologies meet head on with the customer's expectations and desire for more
compelling and interactive experiences.
The Challenges
From a technology perspective, this reality presents a call-to-action. There exists the
need to create new technology models that are open-standards based, flexible and
scalable for the delivery of content to wireless devices over today's [2G] and
tomorrow's [3G] networks. It is in this defined reality that the true technological
challenges of the maturing wireless Web come to light.
Let's take a look.
First, wireless content must be able to be easily created for today's wireless devices.
Easy to use wireless content creation tools that speed development, time to market
and leverage existing programming skills will strike a chord with content developers.
Getting them to spend less time programming and more time creating exciting
content will help accelerate the development community's interest in taking
advantage of the opportunities the wireless Web has to offer.
Next, wireless content must be able to deliver on the promise of real time,
personalized customer experiences because nobody cares about yesterday's news or
trying to identify with brand gimmicks. Interactive, fresh and relevant content that is
easy to browse and navigate is key to building a strong wireless following. Content
owners and carriers need the ability to create and deliver time sensitive, dynamic
content on-the-fly to a large wireless audience. Equally important is making this
process cost-effective, saving them time and thereby shortening development cycles.
And finally, parallel to creating and deploying content is the need for an industry
standard media player to render rich wireless content on mobile devices. A
downloadable or embedded interactive media player opens the door for millions of
mobile devices to display rich graphics, respond to user inputs and deliver animation
capabilities that can be likened to those on multimedia PCs. Peak customer interest
in the wireless experience and watch wireless service and application subscription
rates skyrocket.
The Needed Solution
These realities have created an urgent need to swiftly, comprehensively and
economically address the following technological requirements:
Currently there exists the need for an onboard media player that can be downloaded
or embedded onto the new generation of Java™-powered mobile handsets. A small
footprint media player is ideally suited for today's memory constrained handsets,
ensuring wireless subscribers are not only captivated, informed and entertained by
what they see but are likely to access the content, services and applications over and
over again.
Delivering dynamic and engaging information on-the-fly for display on a wireless
media player is critical. Furthermore, if such a solution can't scale to grow and
support increased customer demand for services and applications then you might as
well throw in the towel now. An architecture design based on open-standards like
Scalable Vector Graphics [SVG], XML and Java™ ensures that such a solution is
flexible, modular and robust for large-scale deployment of rich wireless content.
And finally, the content creation tools need to be able to bring to life the images and
ideas from the depths of the developer's imagination. Providing developers with
easy-to-use, open standards based graphical authoring tools means content can get
to market quickly and efficiently, eliminating complicated programming altogether.
Conclusion
Returning now to "the approach of the adolescent years" analogy, it's apparent that
wireless content needs to "stand out in the crowd to get noticed". Accelerating the
adoption of wireless services and applications can only be made possible if the
content is compelling, timely and can be accessed easily.
According to Dan Gardiner, Ovum analyst and lead author of the report Third
Generation Mobile: Market Strategies, "Whoever delivers a compelling package of
personalized content, in other words succeeds with the 'wireless portal', will own the
customer."
One such company that has risen to this call is Walt Disney Internet Group Japan.
The company recently reinforced its position as a leader in the wireless content
revolution with the launch of the enhanced Magical Fortune service on NTT DoCoMo's
i-mode network. The ability of this new service to offer users an enhanced
interactive, graphically rich and animated wireless experience is a clear indication of
the maturing and evolution of this medium.
So here we are.
The wireless Internet is maturing in front of our very eyes and growing into
something exciting from its uneventful early beginnings - kind of like a caterpillar
before it transforms into a butterfly. The wireless Web will enjoy many growth
cycles, some good and some difficult. The responsibility of those companies that
parent its evolution is to harness the power of emerging technologies, advancing the
wireless experience for customers on the wireless Web and beyond.
About the author:
Chief Executive Officer: PLAZMIC INC.
As Chief Executive Officer of Plazmic Inc., Keith Bates leads the company's strategic
development, partnerships, senior recruitment and financing.
Prior to joining Plazmic, Mr. Bates was a venture capitalist at Ventures West, a
premiere venture capital firm in Canada. While at Ventures West, Mr. Bates focused
on early stage start-ups and companies developing Java technology solutions. He led
the original venture investments in Plazmic and in Jaldi Semiconductor. He also
worked closely with Ventures West portfolio companies including Java technology
developer AudeSi Technologies (acquired by Wind River Systems Inc.). Mr. Bates has
substantial experience in the creation and building of start-up opportunities.
For more information about Plazmic please visit www.plazmic.com.
E-Mail: keith.bates@plazmic.com
Are you involved in wireless application development or other wireless business and technologies, or have we missed something that you feel should
have been mentioned here? Send your comments to
WDN
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