The making of a marketing myth.
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...
| Publicado en: | Far Eastern Economic Review Vol. 163; no. 48; pp. 38 - 41 |
|---|---|
| Autor principal: | |
| Formato: | Artículo |
| Publicado: |
Review Publishing Company Ltd.
November 30 2000
|
| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=513043203&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 513043203 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 00147591 FEE jtl: Far Eastern Economic Review issn: 00147591 maglogo: N pubinfo: dt: November 30 2000 vid: 163 iid: 48 pid: 850 pub: Review Publishing Company Ltd. artinfo: ui: 513043203 ppf: 38 ppct: 3 formats: tig: atl: The making of a marketing myth. aug: au: Yoon, Suh-Kyung su: Wireless Application Protocol (Computer network protocol) Wireless Internet Asia sug: subj: Asia Wireless Application Protocol (Computer network protocol) Wireless Internet ab: 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. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
|---|