Ingredients for success included simple layout, and content that is quick to download. He added that firms should consider the restrictions of WAP devices, such as limited memory capacity. But Anderson saw the first consideration as whether a WAP offering will benefit the company or customers. Firms should avoid jumping on the bandwagon if there is no clear advantage to the business, he said. James Pearce, its UK director, said WAP offerings are 'not even as exciting as Teletext', but predicted this will improve once WAP is run over the GPRS infrastructure.
Users complain of slow service, inappropriate content and unattractive page designs.
Analysts recommend that companies employ design agencies when setting up WAP services, take account of the limitations of low- end WAP devices and ensure that navigation is straightforward.