The Wireless Web: Does the Emperor have No Clothes? - Internet/Web/Online Service Information

Telecommunications, Sept, 2000 by Rob Darrow, Andrew R. Harding

Today's wireless Web solutions fall short because they focus on solving technical obstacles, while ignoring the user experience.

Over the past year, both forecasts and expectations for the wireless Web have grown dramatically. Everyone seems to appreciate the huge potential of anytime, anywhere access to Internet content, and services. As a result, many wireless carriers and mobile portals assume that content is king and that success is largely just a function of serving up content to Web-enabled devices.

The Yankee Group estimates that approximately 70 percent of all wireless phones shipped by the end of this year will be Web-enabled. Therefore, if content is the primary driver of wireless Web adoption, wireless carriers will simply need to supply these new phones, tap into Internet content, and stand back as wireless data revenues stream in.

Is it really that simple? After all, there are already Web-enabled phones on the market that allow users to:

* Send and receive text messages;

* Browse news headlines and sports scores;

* Check stock prices; and

* Get traffic and weather information.

Yet, for many, this first generation of wireless data products has not delivered on the promise of the wireless Web. Instead, the devices and services strain the patience of even the most intrepid users. Content and services are often unwieldy and don't translate well to small phone displays (see Figure 1). Input can be difficult as users navigate awkward, text-based menus on four-line screens. Worst of all, users are not free to choose which sites they may visit, but are constrained to a small subset of the total Internet services available. While there may be some novelty in checking news, weather and sports on the phone, the services available and the user experience are far from compelling.

What Customers Want

Today's solutions fall short because they focus on solving technical obstacles related to wireless connectivity and Web-enabled hardware, while ignoring the user experience. After all, the growth in wireless communications has not been a result of the technology in and of itself. Wireless phone service has proven successful because consumers find it valuable, convenient and easy-to-use.

As a result, the wireless Web will become truly successful when its utility and ease of use are comparable to making a phone call. To achieve such a combination of value and usability, applications must work within the constraints of wireless devices such as phones. With their small, grayscale displays, low-powered processors and limited input mechanisms, wireless phones are not well equipped for casual Internet browsing. Nevertheless, phones can support a wide range of services ideal for mobile users. Such applications include:

* Unified messaging. Unified messaging applications that elegantly combine voice mail, SMS (short message service) and e-mail will allow users to stay connected without the need to regularly check separate inboxes.

* Mobile commerce. The ability to conduct simple transactions will allow travelers to make hotel and car reservations without waiting for an agent and will enable consumers to buy movie tickets, books and other consumer goods on the fly.

* Location-based services. Using these services, travelers could get directions to an office building, find the nearest ATM and restaurant, locate the closest freeway entrance and receive alternate traffic routes.

* Time-critical services. Through these applications, users will be able to track investments in real time, execute trades and receive on-line auction alerts.

In the effort to provide compelling and easy-to-use services, manufacturers and carriers must also consider the critical role of client-side software. While users are not concerned with how their software works and where it resides, they are concerned with the speed, convenience and overall experience of their wireless transactions. Only through, the effective integration of client-side software with Web-based content will users receive the performance they expect (see Figure 2).

Today, users may search Web-based directories, but if they wish to retain this data, they must either write it down or rekey it in their local PIM (personal information manager) application. This involves several additional and unnecessary steps, not the least of which is entering data with a limited keypad.

Users need Internet services that are highly integrated with local application software. Intelligent client software could first query local applications before conducting a Web-based inquiry. If the local search failed to find a match, the client software could automatically launch a subsequent search of Web-based directories. In turn, these search results could be saved to an address book stored on the wireless device.

It is only through such an elegant combination of client software and content-based services that the wireless Web will provide a rich, seamless and compelling user experience.

It's All About the User

When it comes to mining the potential of the wireless Web, manufacturers and carriers must remember that the main objective is cultivating a user experience that attracts and retains customers. That means building upon prior success while recognizing what users value.