Wap is the de facto standard for internet access on mobile terminals like PDA, Cell phones and mobiles. It is license free and scalable across bearers such as GPRS,WCDMA and others. It significantly addresses the characteristics of the present wireless devices such as smaller screens, limited RAM and limited key board. Wap which stands for wireless application protocol, allows people to access basic information on the internet, like news summaries, through their mobile phone handset.

Millions in Nigeria are accessing the internet via the WAP platform alone in a country with an internet penetration of 6% and Mobile penetration of 40%. WAP offers the easiest and most affordable for millions in the fastest growing Mobile market in Africa with over 48 Million subscribers with an addressable market of 140 million and low penetration of wired lines and internet services. The mobile phone comes to the rescue for a quick access, anytime and anywhere.

Statistics from BBC News indicated that WAP is the one platform where African countries continue to appear in the top five in their statistics and Nigeria accounts for 61 percent of International wap usage, distantly followed by South Africa with 19 percent, Uganda 7 percent and the rest of the world,13 percent.

Great opportunities await Brands, News agencies and stakeholders to explore these Digital opportunities in Nigeria but the local realities of wap local usage is not encouraging. At the last count, local wap sites in Nigeria are less than 10 and only one is relatively well known.

The main challenge facing wap in Nigeria is the quality and value of the services of the local wap sites. They are so far has been less than great. WAP users are not been offered services that meet their requirements. Most WAP services to date have been broadly based around Web based content models and have been hampered by a belief that people will want to browse - they don't. They want to be entertained and they want to access specific information that is useful where they happen to be at that moment. The usage patterns are fundamentally different to the way that people use PC internet.

The brands are also not exploiting this avenue for permission based and targeted marketing that is measurable with clear ROI statement.

The Nigerian WAP opportunities opens up the frontiers of m-advertising which is significantly cheaper than all other types of media. All factors necessary for success are already on ground. WAP-enabled phones are already available for the critical mass at affordable prices, Gprs Networks is available in most capital states and commercial cities and towns.

WAP marketing opportunities bridges the gap of  communications and entertainment channel between a brand and an end-user through the use of the mobile. It is a new addition to the media mix, with great opportunities for direct interaction with customers and cost-effective data collection.

With almost 50 million mobile phone subscribers in Nigeria, mobile channel should  now become an integral part of marketing and communication strategy. WAP offers significant opportunities for direct interaction with customers. It has several applications for leads generation, promotions, brand building, and gaining consumer insights. It is the only personal channel enabling spontaneous, direct, interactive and/or targeted communications, any time, any place.

Media planners need to understand the Nigerian wap market is mature for mass market and hitting of 12M pages monthly by Nigerians on the BBC site is a clear testimony that the reward is great and the early adopters will win this race.

Emmanuel Okoegwale

emmanuel@gomobileng.com

Robot  Villager

# 1 WAP is the de facto standard for internet access on mobile terminals like PDA, cell phones and mobil...Read the full article. Posted by Robot| 16.07.2008 01:55