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"Multimedia messaging service (MMS) gives mobile operators the opportunity both to build on their large and fast-growing SMS revenues; and to lay the foundation for the revenue side of their 2G+ and 3G business cases. To date, most of the applications developed for cellular packet networks have been aimed at enterprises - wireless-enabled CRM for example. MMS, by contrast, is the first mass-market service to emerge for 2G+ and 3G networks. MMS applications, such as cartoon messaging, photo sharing and instant postcards, are aimed squarely at consumers - the high-volume market so successfully exploited during the 1990s with mobile telephony and short messaging service (SMS). Ovum's report MMS and SMS: Multimedia Strategies for Mobile Messaging analyses this new opportunity and addresses the complexities involved to provide you with a clear picture of how to exploit this market." |
