Wap returns from the grave

Companies are discovering ways to make the much-maligned Wireless Application Protocol (Wap) mobile technology pay its way.

Wap was one of the hyped technologies of the internet bubble years. Despite early claims that it would allow users to surf the 'mobile internet', URLs were difficult to key in, content was minimal and the first phones were expensive and hard to use.

But now payment systems using SMS have solved the problem of how to make money from the service, and better phones are making Wap sites easier to reach and richer in content.

"I think Wap is having a little bit of a renaissance," explained Eden Voller, research director for wireless and multimedia at analyst Ovum.

The Japanese experience with iMode showed that it is possible to make Wap browsing profitable, and that more advanced hardware and software has made it easier for commercial services to be launched.

"Most operators tend to be a bit coy when it comes to actual numbers of users but we could be seeing a renaissance similar to the internet after the launch of the mosaic browser," said Voller.

UK company Bango.net believes that it has found a way to make Wap pay. Its recently launched Txt Trigger software allows users to send a single number via SMS to provide instant connection and charging for pay-per-view Wap sites.

"Wap has a completely different usage model to the internet," said Peter Walker, vice president of strategy at Bango.net.

"People don't surf Wap sites. They want a direct link to the information they need. General Packet Radio Service and multimedia messaging services are also helping to grow the market."

The service also allows parents to lock phones given to their children so that they cannot view adult services. By registering the phone's hardware ID number the range of permitted sites can be restricted.

Car price guide service Parker's Online has already launched a site using the service aimed at car dealers who want to check prices in the UK.

Txt Trigger services are only available in the UK at present, but will be rolled out in Europe by the end of the year.