The Art of Mobile Development

WEB vs. WAP Reasons for Mobile Conversion

Mark Cyr April 2009

Mobile Device Options Today

The Trend: Increase the Quality and Functionality of the Mobile Display  1. Handset integrated Internet browsers (Internet APN)

2. Transcoding platforms for automatic web page adjustment

3. Opera Mini - optimized mobile Interner browser

4. High quality and fully optimized mobile presentations

1. Handset integrated Internet browsers (Internet APN)

The handset integrated Internet browser is only installed in some "smart phones.” This browser enables you to access web pages the same way you do your PC, with some restrictions:

1. The handset display can cover only a small part of the total screen which makes navigation difficult.

2. The internal memory of the handset does not enable the display of enhanced presentations like those made in flash.

3. The quantity of transfered data is not tailored for slower wireless connections and the data flow is not optimized in size.

4. Recognition of the mobile user is only possible via IP Address, which provides no additional information about the user.

2. Transcoding platforms for automatic web page adjustment

The transcoding platform actually disassembles the web page and then reassembles it in a way that enables a mobile handset display. The final result is dependent on the original web page design. The restricitions are following:

1. Some parts / codes of the page cannot be uploaded at all.2. The original page can be disassembled into many pages (example shows 9) that

you have to browse through before you find what you are looking for.3. Some transcoding platforms provide you with new "soft keys" that actually cover a

significant part of the initial page display .4. User recognition is difficult and does not provide any CRM options. 5. Because there is no advertisement display, no monetization can take place.

3. Opera Mini - optimized mobile Interner browser

1. The penetration of this software tool among users is not significant. The browser tool has to be downloaded and installed as an application into your handset and than launched as the application before you can browse the Internet.

2. The result is a long page that respects the width of the handset display - the length is enormous.

3. Opera Mini removes all advertisements and does not enable insertion of the ad-serving codes so there is no monetization of your visitors.

4. It does not collect and report any user related data.

The Opera Mini does provide a significantly more user friendly solution... with the following restrictions:

4. High quality and fully optimized mobile presentations by MicroMedia

1. The handset recognition platform providing the best user experience according to the accessing mobile phone.

2. Data transmissions are size-optimized to enable fast downloads and respect the user information limit (fair user policy FUP).

3. The mobile pages provide advanced interaction options like: e-mail, voice calls, questionaires, downloads, etc.

4. Monitoring of the accessing users is carried out by our online tool and provide comprehensive statistics.

5. The mobile pages can be enriched with our ad serving tool to run advertising campaigns and offer interesting interactions to users.

6. Data import from web sources is possible so the visitors can enjoy the same "fresh" content as the web.

MicroMedia has a long history of experience with mobile site development and does support many important Mobile Internet projects as the supplier. The display of the information fully respects the capabilities of the accessing handset and delivers an advanced user experience supplemented with advanced user statistics. The main advantages are:

Summary of MicroMedia Advantages

1. Mobile presentations are fully adjusted according to the abilities of the accessing mobile handset and its display.

2. Mobile pages are optimized in size to prevent slow downloads, enabling fast access to information and are sensitive to the user FUP limit.

3. Mobile pages provide advanced functions and interactions that provide new value for the customers and page providers.

4. Quality Monitoring, Measurement and Reporting are provided.5. Insertion of the ad-serving platform = users MONETIZATION  is included.

 Summary:

• USER FRIENDLINESS• SPEED• MOBILE INTERACTIVITY• MONITORING OF VISITORS• MOBILE ADVERTISING

The LEADERS know that_:

Contact:Mark Cyr239-430-7003mcyr@micromediausa.com

655 Park Shore DriveNaples, Florida 341 03United States

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