| Sumario: | Noting that the technical glitches of WAP, or wireless application protocol, are well-known, the writer discusses the WAP story as one of the major marketing messes of the New Economy. About a year after its launch, the technology has failed to deliver on the WAP promise of bringing the Internet to cellphones. The disappointment of consumers has resulted in a WAP backlash. There are lessons to be learned from WAP: the WAP marketing machine went into premature overdrive before the technology was ready; it is vital to get customers on board as soon as possible; the difficulties involved in persuading customers to try the service again. However, the industry does not appear to be learning the lessons of WAP, as future technologies such as Bluetooth, General Packet Radio Service, and 3G are now being hyped as the next new thing to consumers.
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