According to the China Communications Standards Association (CCSA), its mobile domain-lookup standard, Requirements for WAP URL Systems, has been submitted for examination by authorities and will soon be considered for approval - the last step in becoming a national standard.
A CCSA expert indicated that the large number of mobile URL operators has led to a disorderly market, preventing widespread promotion.
Authorities are also to use a back-end database, resolution services, a single customer-service line and a mobile domain-lookup commission to regulate the sector.
There are currently 150,000 firms providing mobile commerce and retail services via WAP addresses, mostly providing discounts and promotions. Some shopping areas have also launched mobile commerce projects.
In Japan 75% of firms promote their brands and products via mobile commerce platforms, providing consumers with information, discounts, gifts and prize draws.