Optus Launches Location-Based WAP Services

[Sydney, AUSTRALIA] Cable & Wireless Optus claims to have launched Australia’s first range of location-based services on its Wireless Application Protocol (WAP) service, Optus Networker.

The new services allow consumers to get information easily and quickly when they are on the move, and are expected to drive corporate marketing and advertising initiatives in the future.

Optus’ location-based services work by identifying the mobile phone user’s location within the mobile phone cell area. This is matched with the postcode and a directory produces a list of the closest relevant businesses in the nominated postcode area.

“The service automatically determines the location of a customer to a specific cell,” said CWO’s general manager mobile Internet and data Finola Thompson. “This is a real breakthrough compared to some other services which require the customer to type in the postcode of the area they want to search – which in turn requires them to know the postcode,” she said.

With directory content provided by Terrasoft, Optus Networker users can choose from over 140,000 individual entries covering all state capitals and major regional centres in Australia.

“This gives Optus Networker customers access to the widest range of directory services on offer,” Ms. Thompson said. “We have also linked our location-based services to other WAP content such as movies listings to give our customers even more choice,” she said.

Optus will continue to add content to the directory service in the future.