The service needs to make sense within the constraints of wireless technology and small, handheld devices. The wireless feature must also provide a customer experience that is better than existing alternatives. 1 Customer experience in wireless is not the same as on the Web Many wireless companies treat the wireless Internet as if it were just the Web, but on a cell phone. The truth is that the wireless Internet is nothing like the Web. Any wireless service that shovels a Web service onto the cell phone will not create a good customer experience.
Some content providers view wireless as a new channel through which they can push their content .
Content like news and sports has not attracted many wireless users, since that content is easily available through non-wireless channels that provide a better customer experience. Nevertheless, there have been some examples of wireless-specific content that customers are interested in receiving on their phone. It now has over 700,000 subscribers. The e-commerce customer experience is just too difficult on wireless devices. With tiny screens, no graphics, and poor text entry, wireless devices make most shopping and search features very difficult to use.