One Channel, Many Benefits

MMS Drives Data Services

Nokia expects MMS to drive the move to GPRS and data services. This would encourage the deployment of content like entertainment, information, gaming, and mobile commerce, bringing added value to phone users and content providers alike.

Profit across the Value Chain

As with Short Message Service (SMS) text messaging, the MMS value chain is relatively short, with content either created by the phone users themselves or by third-party content providers and with the MMS store-and-forward service offered by the operator.The MMS business model will be an extension of the successful business model of SMS, which has proven profitable for all parts of the value chain.


For Phone Users
Mobile messaging is the modern way to communicate. It's instant, location independent, and personal.

That's why the new mobile phone generation has started to favor messaging, making it one of the fastest-growing segments of the mobile communications industry.

MMS Enriches Life
Whether sharing information or experiences, people are eager to enrich their messages with images and sound. Multimedia Messaging Service (MMS) will both satisfy and stimulate this human appetite for rich personal communication.

MMS also brings flexibility. It is scalable, making it suitable for all types of mobile phones. MMS compatibility with fixed e-mail addresses increases the number of addressing options for the phone user. Mobile and fixed messaging move one step closer.

For Operators
For the operator, MMS provides a natural messaging migration path to continued growth with new services beyond voice - thus enabling increases in airtime, service differentiation, and customer loyalty.

Flexibility in charging methods and the possibility to introduce premium pricing for messaging also offer increased revenue opportunities..

Putting 3G Investments to Work
As MMS is bearer independent, it leverages GPRS and WCDMA investments by providing a mass-market application for them and adding value to the utilization of infrastructure.

Early adaptors can secure a strong position and accumulate the required competencies to be leaders in the era of personal multimedia.

For Content Providers
Multimedia Messaging Service (MMS) facilitates three factors that boost information value for phone users: personalization, time-sensitivity and mobility. Applying these three factors to their products and services will enable content providers to maximize their attractiveness to phone users.

In addition, MMS content provisioning is a big opportunity because it fulfills all the criteria of modern media consumption: it is fast, personal, auditive and visual.

For content providers, MMS can be a springboard to a mass market of value-added services, both by acting as a new channel for distributing existing content types or by offering new content types that take advantage of MMS's strengths as a mobile distribution channel.

Advertisers
The mobile phone with MMS opens a direct link between the advertiser and consumer, combining online marketing messages and the physical world of transactions. It creates an opportunity for immediate consumer reaction, contact, or purchase, combined with excellent measurement and tracking capabilities.

Developers
The developer community can act across the whole MMS value chain. MMS is going to generate a demand for interesting content, storage services for downloading, aggregation software, and a wide range of tools. Imaginative developers will have no trouble identifying profitable areas to focus on.