WAP Push

WAP Push is basically an encoded or formatted message type that includes a link to a WAP or WWW address. The term Push refers to the function of redirecting the content within a WAP Push message to a URL of an online website using the WAP browser of the mobile phone. This way it enables the user to download ringtones, background images, games, music, or to simply view a webpage. In short, WAP Push is for allowing WAP content to be pushed to cell phones with minimum user intervention.

WAP Push is specified on top of WDP (Wireless Datagram Protocol) therefore it is possible to deliver WAP Push messages over any WDP-supported carrier, like GPRS or SMS.

Usually GPRS activation from the network is not supported by most of the mobile networks. In this way WAP Push messages need to be delivered via the SMS carrier. The network entity that is for processing WAP Push messages and for delivering these messages over an IP or SMS carrier is called as Push Proxy Gateway (on mobile phones it needs to be WAP version 1.2 enabled).

We can talk about two types of WAP Push messages:

1. SI (Service Indication) messages:
   Service Indication messages are for notifying the user if a new WAP content is available for download. SI is most commonly used for indicating an alert option prior to opening the content. The messages can trigger a variety of events, for example, an MMS, a webpage download or a retrieval of an e-mail message.
   
   
2. SL (Service Load) messages:
   Service Load messages enforce the cell phone to go directly to the content without user intervention and without any notification. Of course, it depends on the security level of your mobile phone.

It was mentioned that WAP Push messages are encoded message types. They are encoded as XML. However, XML format is not appropriate for low bandwidth applications, like SMS. That is why, messages are encoded using WAP Binary XML (WBXML). Encoding with WBXML means that common tags and attribute values of the message are replaced with a single byte. You can check the full specification of this format at http://www.w3.org/TR/wbxml/

WAP Push messages exploit the capabilities of Wireless Application Protocol, or WAP, which is used by cell phones in order to access the Internet. This protocol is an international protocol and it allows mobile phone devices to use e-mail messaging, view important business news, stock market conditions, or have more entertainment options through downloading music, images, games or videos. Combined with messaging, WAP Push can be used for a number of purposes that allow using internet content with a standard text message.

Businesses can use it to include their website address within their text message. This way, the receiver can get access to their website directly from the message. This gives unparalleled mobility to access information through messaging, because the website can be viewed instantly and from any location the recipient may be.

WAP Push messages can be used for example to receive an alert message of an incoming e-mail, providing the URL of the e-mail application. Other usages could be to include a WML page, a JAVA application or a multimedia content within the message. Companies may use it as part of their marketing strategies to send out notifications about their newest offers in an attractive way by including images, or even videos in the message.

These eye-catching advertisements are usually preferred as opposed to standard text messages because the recipients of WAP Push messages will be more likely to go online and browse the selection of new offers.

As an alternative SMS type, WAP Push messages offer a greater and extended usability by supporting many types of content, apart from the standard text in the message. WAP Push messages cost usually the same as any SMS. The recipient of WAP Push message is usually charged based on how the receiver device handles the message.

WAP Push benefits:

• A simple to use process is provided for the end user to access media rich content.
  
• The users can be directed to a WAP site easily, with one click. (Many handsets are WAP enabled).
  
• The handsets' capabilities can be extended in order to make uniquely provisioned content available.
  
• WAP Push messages usually cost no more than a standard SMS.
  
• Subscription services can adopt the WAP Push.

To get more information, please visit the following websites:
The Ozeki NG SMS Gateway website
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