The Ericsson Mobile Internet site represents the heart of the Ericsson global corporate Web site and acts as the fulfillment point for a multi-national advertising campaign. The site seeks to encourage business and consumer end-user adoption of the Mobile Internet while demonstrating Ericsson's position as the undisputed category leader. Ericsson's end-to-end capabilities - from handsets to telecommunications networks - serve as the key support for the leadership claim. The Mobile Internet site successfully meets its branding objectives by promoting Mobile Internet usage and by creating a strong association between Ericsson and fast growing technology. The site features FLASH movie vignettes demonstrating current WAP applications in real-life situations, case studies depicting successful business applications, and a 'News' area that filters for Mobile Internet related news items. The site also "walks the talk" through its offer of specialized WAP content (wap.ericsson.com/mi).