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Sanford Trades WAP Shares With Telstra

[Sydney, AUSTRALIA] Recently-listed online broking firm Sanford Securities has signed a Wireless Application Protocol (WAP) content distribution deal with Telstra enabling investors to buy and sell shares over wireless-enabled devices.

Under the deal, Sanford will provide Straight Through Processing (STP) service via the Telstra WAP portal allowing customers to buy and sell shares and other listed securities and obtain information from WAP-enabled mobile phones, Palm, Pocket PCs and other wireless devices.

Sanford chief executive officer Steven Goh said the partnership was a major part of the company's wireless strategy.

"Our online retail clients will now enjoy the freedom of unwired trading via a WAP-enabled phone connected to Telstra MobileNet, which can be used immediately," said Goh.

Goh said Sanford's IT development team implemented the Telstra STP-enabled WAP service in less than a month, following a successful pilot program.

"We need to act quickly to guarantee performance and ensure the technology operates to client satisfaction," he said. "This innovation will provide our customers with total access to the Sanford online offering via a hand-held device.

Prior to the deal, Sanford offered a Short Messaging Service (SMS) to its clients, saying it dispatched more than 2,500 messages per day alerting traders to market activity.

"Sanford is again at the cutting edge of Web-related technology and we look forward to future opportunities to distribute a wider range of products via WAP and the Internet," said Goh.