Traditionally, telephone service was offered on a land line and was divided into local service, long distance, and extra features like caller ID, call forwarding, etc… The model was predicated on the concept of one device (the phone) receiving a package of services.

The mobile phone business started having an impact by untying the phone lines from the wall, making the concept of localization a relatively moot point. Once localization was broken, the differentiation between local and long distance disappeared which left a division only between connectivity and extra features. Since most of the signals going over the air became digital, the cost of delivering extra services dropped to almost nothing, destroying the competitive value of such offerings.

While mobile phone service made headway against traditional land lines, a new set of telephone offerings appeared on the Internet: Voice over IP. With VoIP, telephone just becomes a software issue, unbundling telephone from the concept of a telephone network and dropping the connectivity issue altogether. While mobile phones were tied to a particular phone network, VoIP phones are not tied to any network: they can run anywhere as long as they are running on an Internet infrastructure.

It is due to this realization that AT&T abandoned the consumer market. Since services like Vonage are redefining the concept of telephony by moving the phone away from the lines and away from the device. Vonage service runs on a number of platform including telephones, computers and will soon run on PDAs equipped with a wireless card. This means that companies which were once relying on the bundling of a line, a device, and a set of features can no longer do so. It also means that the concept of overseas long distance will eventually disappear since one could easily run a telephone service on their computer with a local number in a foreign country.

For example, I can envision a time when I will have a phone number in France that will relay my calls to my computer, phone or PDA wherever I am, making it impossible to guess whether I am in the United States, Europe or Asia at any given times. However, I may sound sleepy in the middle of the caller’s daytime because I could be in a time zone where it is the middle of the night.

With this model now in place, the challenge of telephony is no longer a local one but a global one. Telephone companies will have to fight against companies all over the globe in order to retain their customers and since the delivery of those services does not rely on the introduction of expensive networks in order to provision service, it will soon be possible for small companies to provision phone services. One can expect countries like China and India to be the recipients of such outsourcing and your telephone company could well be located in one of those countries in the future.

How does one solve this issue? By providing cheaper products, emphasizing customer service, generally doing right by the customer or getting out of the competitive space. The power base has shifted to the consumers and the only way to fight it is to serve them better than a competitor could.

Tristan Louis is the founder and CEO of Keepskor and writes the influential tnl.net weblog, where this was initially posted under the title Modular by Design — Telephony. You can follow him on twitter here or receive his weekly newsletter by subscribing here.

AOL started moving further on its AOL Anywhere Strategy by announcing partnerships to deliver its Instant Messenger services on the Bell South and Sprint PCS network and to equip Neopoint, Nokia, and Motorola devices with the necessary software to do this too.

Microsoft announced partnerships with Nextel and Airtouch to deliver MSN to their networks. This follows recent announcements by Microsoft that its technology would be integrated in Sony and Quallcom wireless devices.

Meanwhile, Palm Computing announced a deal with Sun Microsystems to make Sun’s iPlanet service available to Palm VII users.

But with all the hype, one has to wonder whether wireless is truly here and what hurdles it has to overcome. From this issue on, I will take a quick look at some of the issues facing wireless web implementors these days, adding wireless as a new category of coverage. We will start with the formats.

WAP, WML, HDML, PQA???

It seems the wireless space in adept at developing a new set of standards. While this world is just burgeoning, a number of implementations have already surfaced.

WAP

: As defined by the WAP Forum, WAP is the Wireless Application Protocol. Think of it essentially as HTTP for the wireless crowd. Backed by the W3C, the IETF, and the ECMA, as well as most large wireless industry players, WAP has become the de facto standard for wireless delivery. However, some companies (NTT comes to mind) have tried presenting alternatives to WAP and have so far been relatively unsuccessful. However, I doubt that WAP will go very far as it limits the number of characters that can be sent to about 1600. For stock quotes or weather reports, it’s a great think but beyond that, I doubt that anyone will use it for Ecommerce or content.

WML

: WML stands for Wireless Markup Language and is an XML based subset of HTML. However, a war as broken out in that space, with phone.com (one of the early pioneers in the wireless space) striking out on its own and developing a competing standard called HDML.

HDML

: HDML, or Handheld Markup Device Language, phone.com proposal for a new markup language. At the current time, the W3C has worked with phone.com and other markup language partners in an attempt to resolve the incompatibilities between the two offerings. With the cachet of WML increasing over the past year, phone.com has started supporting both format but offers HDML has a language with new tags that allow it to extend WML applications. Because it was an early player in the field, phone.com has taken a lead and could be the Microsoft or Netscape of that space. As a result, the extensions they are providing can’t be ignored.

HTML 4.0 mobile

: Last year, with the introduction of HTML 4.0, the W3C made some recommendations in terms of supporting HTML for wireless devices. Throwing further confusing in the wireless space, the W3C decided that HTML 4.0 and its successors might be the way to go, throwing more oil on the wireless fire. While no recommendation has been made yet on an actual standard and in spite of the W3C’s claim that it is working to resolve disputes with the W3C, expect some serious in-fighting between the different groups as they try to position themselves in the next hot web application space.

PQA (Palm Web Clippings)

: A couple of years ago, I pointed out that the Palm OS could be a potential Java competitor in the non-PC devices space. As could be expected, Palm went out and introduced the Palm VII, a wireless device with connections to the web. What was surprising, however, is that instead of going out and supporting either WML, HDML, or even HTML, they decided to introduce their own format to distribute web content: PQA or the Palm Query Application language. PQA is a paired-down HTML version that allows you to distribute content on the wireless Palm platform. Since services like OmniSky plan to offer wireless access to Palm devices other than the Palm VII, and since Palm already has an established footprint in the PDA space, expect PQA applications to pop up left and right.

A lot of format but what do I implement for?

At the current time, it seems there are no clear winners in the space however it seems clear that WAP has a strong lead in the delivery space for small bits of data. But WAP will not be the way to do Ecommerce or content as a clear character limitation makes it fairly useless for this. On the markup front, I’d strongly recommend looking at WML as it has received support from some of the larger players (Microsoft and Sun, among others) and seems to be the basic level of functionality. However, you should also look very seriously at the PQA format because of Palm’s extremely large footprint in the PDA space.

Tristan Louis is the founder and CEO of Keepskor and writes the influential tnl.net weblog, where this was initially posted under the title Wireless: A confusing Landscape. You can follow him on twitter here or receive his weekly newsletter by subscribing here.