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Mobile Network Operators Need to Redesign Their MMS Infrastructure to Launch A2P MMS
Yankee Group, The, Sep 2004, Pages: 16
MMS is an evolution of text-based mobile messaging. Increasing network throughput for data services and more affordable MMS-capable handsets have been crucial to the adoption of MMS. Although MMS revenue lags SMS, multimedia-based services, including messaging, entertainment and information, are becoming the main driver of operators’ ARPU and revenue growth. Just like SMS infrastructure—which, in addition to messaging services, has been used for information alerts and entertainment services—MMS has been extended beyond P2P to become a multimedia entertainment and information delivery channel.
We divide multimedia-based services into two broad categories:
-P2P MMS covers the messaging services.
-A2P MMS covers multimedia-based entertainment and information services.
Obviously, different market segments have different adoption rates for multimedia-based services. Western Europe Data Application Forecast, service revenue generated from P2P MMS is growing at a CAGR of 82.2%. Based on this growth rate, P2P MMS will replace P2P SMS as the leading messaging revenue generator by 2008. Multimedia-based entertainment services also enjoy a high growth at CAGR of 96.5% and are set to lead entertainment service revenue in 2005, surpassing text-based and browser-based entertainment services.
A fast growing user base is the main driver of the revenue growth for multimedia-based services. Notably, in Western Europe, the A2P MMS-based user base will surpass the P2P MMS user base in 2008. This represents a challenge to MNOs’ existing MMS infrastructure. In particular, A2P MMS provides very content- and event-driven alerts, which are normally more time-sensitive than P2P MMS.
Assuming each MMS subscriber gets one message or alert, the split of MMS user base implies that 50% or more of the total MMS traffic will be A2P MMS-related. In general, P2P messages are processed and distributed individually. A user sends a multimedia message to the originator’s MMS Center (MMSC), which performs address resolution and sends the message. Although MMSC and its related protocols were originally designed to do both P2P and A2P MMS, early MMSC deployments were focused on P2P MMS or picture messaging. Unlike P2P MMS, A2P MMS typically distributes alert information to many recipients simultaneously or in a very short time. For example, hundreds of thousands of mobile users can subscribe to the same news or soccer goal alerts.
This traffic characteristic of A2P MMS will create extremely high peak traffic for MNO MMS infrastructure, with a need to support thousands of messages per second (MPS). Besides the peak traffic characteristic, MNOs and content providers also want simplified management workflow related to their A2P MMS offering.
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