Saturday, February 9, 2013

Mobile messaging formats summary

Anyone interested in mobile advertising needs to be familiar with the following terms:

Mobile Web, Wireless Internet

A channel for delivery of web content that offers and formats content according to the mobile context. Mobile context is characterized by the nature of user information needs (updating blog, searching for restaurant), basic mobile phone characteristics (screen size, keypad input), and special capabilities (connection type, location).


Multimedia Messaging Service (MMS)


Standard for messaging systems that enable sending messages that include multimedia objects (images, audio, video, rich text). May or may not include normal text.


Short Message Service (SMS)


A standard for telephony messaging systems that allows sending messages between mobile devices that consist of text-only content in a short (up to 160 characters) message (SMS, TXT).


WAP (Wireless Application Protocol)


Wireless Application Protocol. An open international standard for the presentation and delivery of wireless information and telephony services on mobile devices.


WAP 2.0


Format of choice for mobile web. Allows mobile carriers, content providers and media companies to present content and functionality in more robust formats via faster wireless technologies (as compared to WAP 1.0) and is more in line with Internet standards.


WAP Pull


User directly requests a mobile WAP site by entering a URL or by entering the phone number on a content provider web page.


WAP Push


A specifically encoded message that includes a link to a WAP address allowing WAP content to be pushed to the handset



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