WAP as marketing strategy in Malaysia-an assessment

Summary form only given. The WAP (wireless application protocol) bridges the gap between the mobile world and the Internet as well as corporate intranets. In Malaysia mobile telecommunication was introduced in 1986. The introduction of WAP technology in Malaysia by Celcom, Maxis, and Time has opened another marketing channel to deliver product and services to the consumers. This has created a new interest to study the acceptance level among the users of WAP as a marketing strategy. The present paper analyses the consumer perception about the use of WAP technology as a marketing strategy. The present study was carried out with a sample of 136 consumers drawn from diversified groups of consumers of Malaysia. The present study evaluates the consumers' perception on WAP technology.