Amazon.co.uk Inks WAP Sales Deal with Genie

[London, ENGLAND] BT’s mobile Internet portal Genie Wednesday signed a deal that will
let users buy products via WAP phones direct from
Amazon.co.uk.

To use the service, Genie customers will need to
register with Amazon.co.uk via either the Web or
the WAP portal. After that, buying books, CDs,
DVDs, and other products handled by Amazon’s U.K.
online store is similar — if not quite as informative
— as shopping on the Web.

With the much more limited user interface, customers
will simply receive a choice of the five most closely
matched items in response to a search for a particular
product. However, the system is designed to provide
essential and additional information such as
availability and recommendations.

Jim Ryan, vice president of Global Portal, Genie, said
the Amazon deal was proof that Genie was aiming to
provide the best WAP content and services through an
easy-to-access one stop shop.

Speaking for Amazon.co.uk, Managing Director Steve Frazier
said mobile Internet applications gave Amazon customers
the additional option of buying while on the move.

“Through Genie we can offer our WAP service via a popular
portal that people are already familiar with and feel
comfortable using,” said Frazier.

Genie’s service is not limited to the U.K. as other
Genie Web and WAP portals have been established in
the Netherlands, Germany, Italy, Spain, and Hong Kong,
together with a WAP portal in Malaysia. Genie claims
2.8 million registrations in total.

Currently a wholly-owned subsidiary of BT, Genie is
part of the telco’s comprehensive restructuring program
and later this year will be 75 percent owned by BT
wireless and 25 percent owned by BT group.