Provide a better user experience
In contrast to mobile WAP, a handset application significantly enhances the user experience and navigation. By placing the user interface on the mobile phone memory itself, the application performs akin to a traditional website. (For example, Cielo's relational user interface has been specifically designed for the small screen, dramatically reducing the number of clicks to navigate to categories and content. This same interface technology accelerates porting across disparate handsets with varying screen sizes to support wide reach.)   

Gain prime real estate
A handset application carves out valuable "real estate" directly on consumers' mobile phones for easy, on-demand access. Rather than being listed within a phone's "bookmarks," your brand gains prime exposure via an application icon that exists visibly on the phone's main menu screen.