Voice Versus the Wireless Web
Many web marketers are looking at the wireless web frenzy, wondering how they can jump aboard the hype train. But age and experience beat hype and novelty. Reach your mobile customers more easily with voice.
Many web marketers are looking at the wireless web frenzy, wondering how they can jump aboard the hype train. But age and experience beat hype and novelty. Reach your mobile customers more easily with voice.
Many web marketers are looking at the wireless web frenzy, wondering how they can jump aboard the hype train. Should you be doing the same thing? The answer may simpler than you think: Try reaching your mobile customers using a form of technology that is already widely adapted, simple to implement, intuitive to use, and accessible from every cellular phone — that’s right, voice.
It’s not glamorous, but it’s true. Phone applications like interactive voice response (IVR) allow users to access any information by dialing a number, listening to prompts, and entering responses by keypad. IVR applications were widely implemented and used long before the web was ever invented, and they are becoming even more important now that cellular phones are widespread.
But what about wireless web applications? Why ignore that valuable technology? Because most of your customers are still ignoring it.
That means that seven out of eight wireless web device owners are not using the wireless web features on their phones, palmtops, or messaging devices.
The Problem With Wireless
Why aren’t they using the technology? There are still severe limitations, including:
Let’s say you’re traveling and you’ve got a web-enabled phone. You need to get directions to a meeting. Would you call by phone and get automated directions, or would you connect to the web on the phone and look up directions?
In the vast majority of cases, users would choose to call by phone. Why? Because when faced with two solutions that accomplish the same thing, a user will choose the simplest solution. People like to choose the path of least resistance, and they are still more comfortable using their phones than they are using the wireless web.
Just look at your own web phone: It’s a phone, it works like a phone, people like to use it like a phone. So why spend resources developing a service that ignores your web phone’s most basic function? Why not just use it like a phone?
The truth is, the wireless web sits uncomfortably between the web and mobile phones — it’s not nearly as powerful as the web, but at least it’s mobile. In other words, there are few functions that a wireless device can do that aren’t already better accomplished by phone or PC. Thus, many, if not most, commonly referenced wireless web applications would translate better into web applications or phone-based services. For instance:
Account status information:
Locations:
Messaging:
The Future of the Wireless Web
None of this is to say that the wireless web will dead-end. It will eventually mature, once pricing and accessibility are better. It already has two advantages over phone applications: persistent display or saving of information and display of visual information, such as maps. The problem is that these advantages are small and vital only in very narrow situations. The most commonly cited advantage: finding directions with a visual map while on the go. But would you pay $800 for this additional map feature over the phone that you already own? Not yet.
NB:
Pardon me while I get technical and legal: The implementation and timing of location detection is being closely tied to the FCC E911 mandate, which requires providers to detect the location of cellular callers during emergencies. But even looking at the FCC requirements, this geographic sensitivity is limited to a radius of 125 meters from the user, has a success rate of only 67 percent, and is required only in areas where the user base justifies the considerable cost of installing detection on each and every cell tower. It will be difficult, time-consuming, and expensive to even comply with these e911 standards; it is doubtful that providers will voluntarily exceed these standards to meet the even pickier needs of commercial applications.
Technical limitations aside, there are still questions on how location detection can be used in a marketing context and whether or not users (and, therefore, legislators) will let the privacy issues slide.
I hate to sound like a doomsayer for the wireless web craze. I do believe that it has potential and that all the wireless web’s little advantages will eventually add up to a killer app. But, marketers, rest assured that the wireless web hype train is moving far slower than the web train did, so you can afford to wait until this one gathers momentum. In the meantime, if you want to serve your mobile customers better, use what most of your customers are already using — phones.