Cut the Strings Is your Web site feeling confined? Go wireless, and set it free.

Last year, Smartshop.comInc., a free comparison-shopping service for online shoppers,began to consider making its site compatible with the new wirelessInternet technologies. "We looked at the indicators and foundthat wireless was growing like mad," says Tim Musgrove, COOand CTO. "We looked at the service we offer-comparisonshopping-and knew that consumers were not just going to do thisbehind a desk. We knew they would be out, carrying a Web-enabledphone in a shopping mall and comparing prices from their phones. Weknew we had to do it."

So, in a well-calculated effort to jump on the trend, the MorganHill, California, company decided to add wireless capabilities toits site-meaning customers can now browse, research and compareprices for a wide range of products straight from theirInternet-enabled handheld devices or mobile phones. It works likethis: First, users log on to the wireless section of thecompany's site. Then, either customers can download thesite's wireless capability onto their PCs to use on their PDAs,or, if they're using a mobile phone, they can log on tohttp://wireless.smartshop.com,which can be bookmarked for later use. Users can then use apared-down version of the Smartshop.com site any time-whetherthey're on the road, at the mall or anywhere else they'dlike to search for desired products by category or keyword.

Smartshop.com also plans to add wireless-based m-commercepurchase capabilities later this year. "With our new wirelesscapability, users can search literally hundreds of onlinemerchants-even those that are not currently accessible wirelesslyon the Web-through one application that displays competitiveofferings side by side," says Musgrove. "This avoids theunwieldy process of visiting multiple merchant sites, and it alsogives consumers the power to either walk away or ask the merchantto match a competitive price when they are shopping inbrick-and-mortar stores."

Why Wireless?

Enabling your Web site with a format that's compatible withwireless devices means your customers can access your site anytime, anywhere.

Although wireless devices aren't yet set up to allow fullbrowsing of Web sites, you can let customers reach you by makingpart of your Web site wireless-enabled, as Smartshop.com did. Oryou can use the technology to send your customers wireless e-mailalerts about any specials or promotions you're having.

The concept of wireless, however, is still in its infancy. Manypeople don't use wireless devices to access the Web because ofexpensive per-minute phone access charges and inadequate switchingand wiring. But that's changing, experts say. According toJupiter Media Matrix, by 2005, 96 million Americans will haveaccess to the mobile Internet by PDA or phone. In addition,Jupiter's analysts believe the platform will continue to growat a rapid rate as better handsets enter the market and carriersupgrade their networks. The costs of cell phones and PDAs are alsofalling-and are bound to fall even more drastically in thefuture.

In other words, as the market continues to grow, expect more andmore consumers to demand m-commerce capabilities. But before youplunge into the wide world of m-commerce, it's important toremember that you'll be facing myriad challenges and expensesthat don't affect you in the wired world. First of all, toeffectively reach all mobile users, you must be able to accommodateany wireless device's platform, format and capabilities and beable to deliver through any wireless network. This process can bedifficult. You'll also have to design the wireless portion ofyour site for phones and PDAs, which feature minidisplays andmini-keypads. And because these devices do not allow users toeasily enter numbers and text, applications should have theintelligence to identify the string of letters of a word based onthe first characters typed. Overall, wireless applications must bedesigned to provide navigation that's easy to follow,consistent and intuitive.

"You have very limited space on a phone or PDA, with verylittle power and battery time, so anything that the business can doto make the interaction with the customers as simple as possible,the better it is," says Sohrab Torabi, an e-commerce andm-commerce analyst at Datamonitor, an m-commerce market analysisfirm.

Luckily, Musgrove realized ahead of time that navigation had tobe easy for his wireless site to succeed. As a result, all theproduct descriptions Smartshop.com offers in the wirelessapplication are in a common format, meaning all merchants'products are displayed in a consolidated list for easy pricecomparisons, special promotions, availability, shipping method,credit cards accepted and return policies. Pricing quotes alsoinclude hidden costs such as shipping and handling and taxes, sousers don't have to search around for that information.

You'll also have to ensure your applications are designed tominimize the required number of round trips to the site server,because most wireless services charge users for each round trip andby the minute. Also, if you plan to send out e-mail alerts aboutpromotions, you'll have to make sure they're short-lessthan 10 characters in length. And once users receive an alert, aURL should be easily available for them to access and respondaccordingly.

Just keep in mind, while it's a perfectly good idea toprovide helpful alerts and notifications, don't overdo it.Wireless applications should allow users to activate or deactivatealerts or change beep settings to avoid being irritatinglyinundated. Given all these formidable challenges, experts suggestusing a wireless ASP rather than setting up a wireless Web site byyourself. Smartshop.com, for example, chose wireless ASP iConverse. Other companies thatoffer similar services are Snaz.com and Air2Web. These companies usually offerconsulting services and can help you set up a wirelessstrategy.

You may also want to get consultation from a wireless strategyconsulting company, such as Mobilocity.com, or an e-commercestrategy company with a wireless division, which can then directyou to the proper wireless access service provider. Costs to set upa system vary and often depend on the number of wireless usersaccessing your application. But, in general, the average cost toset up a wireless application for a business costs about $50,000 to$100,000 and then about $20,000 to $50,000 per year for yourlicense. Of course, if you just want to send noninteractive, masse-mail alerts to consumers, the cost will probably be significantlylower. Because the investment is expensive, it's important tomake sure your customers are consistent users of wireless devicesbefore taking the plunge.

Musgrove is very confident in his belief that his company'scustomers use Web-enabled mobile phones or wireless PDAs on aregular basis. "If they don't, they will have it in six tonine months," he forcasts. And despite the heavyimplementation costs, he insists the wireless application was wellworth the investment. "We know lots of people have beendownloading the application and installing it, and we consider itto be very successful."

		Come Together Think tank makes e-biz lessconfusing With the confusing array of e-business technologies in place today,it's about time someone stepped forward to create a standardset of recommendations. Called the Business Internet Consortium,the new think tank has already received commitments from more than30 high-tech vendors, integrators and customers-including CapitalOne, Charles Schwab, Compaq, Dell, Ford, Hewlett-Packard, IBM,Intel, Microsoft and Reuters. The group, motivated by customers whowill propose problems to the group, will address the use oftechnologies such as XML, the integration of customers'existing systems with new e-business solutions and architectures,security, and improving the exchange of e-business info betweendifferent devices, such as PDAs and PCs. Work groups will beformed, and recommendations and white papers will be published. Formore information, visit www.businessinternetconsortium.com.

Contact Source

• Datamonitor, www.datamonitor.comMelissaCampanelli is a technology writer in Brooklyn, New York, who hascovered technology for Mobile Computing & Communicationsand Sales & Marketing Management magazines. You canreach her at mcampanelli@earthlink.net.