Data takes its first steps: Carriers begin to offer basic data services on handsets

Horoscopes and sports scores won't drive the market for data services delivered to wireless handsets. Neither will 9.6 kb/s data transmission rates or one-way services.

Before operators determine what types of information subscribers really want, before technology allows for increased transmission speeds and before interfaces become easier to use, companies are beginning to move in the right direction.

Carriers such as PrimeCo Personal Communications and AirTouch offer the ability to receive e-mail, although neither allows users to send text messages from handsets.

As for information services, AirTouch delivers stock reports, news and weather updates but has not marketed the service. PrimeCo only recently rolled out information services.

"When sending messages [back] becomes easier, these services will take off," said Todd Hallenbeck, technology manager for AirTouch's Southern California region. Companies such as Omnipoint and Speech Machines have some ideas for easing the awkwardness of using text services.

Omnipoint, which markets its two-way data capabilities to the mass market, attaches a phone number and e-mail address to every phone it sells. "The growth of the Internet demonstrates that this goes beyond just the business segment," said Terry Hayes, senior director of sales for Omnipoint.

Omnipoint offers on-demand information services for ease of use. Rather than receive information at a prearranged time or a time dictated by the carrier, subscribers proactively access services and request information. For example, Omnipoint offers a ski information service that, when accessed, displays a menu of ski areas. Users scroll through the menu to choose the area they want to learn about.

Speech Machines began offering a solution that could make it easy for users to send e-mail from their handsets. It launched a speech-to-text service in December 1997, specifically targeting the wireless market. Users, who sign up via the company's Web site, dial an 800 number to dictate documents that are then translated into text. Messages can be forwarded to e-mail addresses or fax machines or saved for later use. The service is ideal for mobile professionals who may receive e-mail on handsets and need to respond without taking the time to access a computer, said Marketing Director Allen Cohn.

Another start-up, StayTuned, offers text information services directly to consumers and has some innovative ideas. Customers subscribe via the company's Web site and set up days and times that they want to receive information. StayTuned's system sends messages directly to nearly every network in the United States, said Lance Walley, director of the company.

While no carrier has yet decided to market StayTuned's service, they welcome its type of business because it increases the number of messages users receive, Walley said. StayTuned plans to add an appointment reminder capability that allows users to send weekly, yearly or one-time-only message reminding them of birthdays, meetings or regular appointments.

While StayTuned plans to offer a variety of unusual information, from earthquake alerts to bible quotes, the types of information that users want is largely to be determined. Although the availability of most information services may not convince users to buy phones, stock information does, Hayes said. Omnipoint hopes the market will decide what types of information will be valuable. "If we provide information that is of value, they will come up with their own applications," Hayes said.

Ira Brodsky, president of Datacomm Research, said carriers must deliver new types of information. "The problem is that it is still driven by vendors' best guesses of what people want," he said.

Because text messaging services are somewhat new, vendors want to sell them as a premium service. But after all carriers offer it, the service may be free, Brodsky said. "Ultimately everyone will have to offer this. That's when people will really start to use it," he said.

PLATFORM SUPPORTS SPEECH Specifically targeting the wireless industry, Centigram introduced a new release of its Series 6 communications and messaging platform that supports the company's OneTalk spoken user interface.

CARRIERS LOOK TO LIGHTBRIDGE Eatel, a Louisiana-based PCS provider, and Prime Matrix Wireless Communications, a wireless reseller, will employ components of Lightbridge's Telestro customer acquisition and retention solution, including TeleServices call center, POPS customer qualification and activation tool, and Fraud Detect.