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 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:
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