|
|
 |
|
Viewing report
|
|
|
|
North American Multimedia Messaging (MMS) Markets
Frost & Sullivan, July 2003
Interoperability Issues Prove to be a Stumbling Block for Growth
Seamless interoperability of multimedia messaging services (MMS) in North America is challenged by the presence of multiple network technologies and varied business interests among major mobile network operators (MNOs). Technological issues relating to the global system for mobile communications (GSM) and code division multiple access (CDMA) standards have also compounded this problem. The MNOs, having relinquished billions of dollars on short message (SMS) servicing revenues because of the interoperability issue are not taking any chances on MMS. They have addressed most of the technical issues. Also, as MMS is based on open Internet Protocol, they are in the process of adopting an open communications strategy to ensure smooth functioning across all networks.
This research on the North American MMS markets has segmented the market based on two key applications: Person-to-Person (P2P) and Application-to-Person (A2P). The study includes critical analysis of emerging revenue and business models as well as competitive profiles of key market participants.
Availability of Packet Networks - Key Factor for the Success of MMS
Contrary to popular belief, MMS services do not require 3G bandwidths and can be successfully deployed over existing networks such as general packet radio service (GPRS) and cdma2000 (1xRTT). A good example is that of J-Phone, a leading MNO in Japan and a pioneer of MMS. Since 2001, the company has been offering picture and video messaging services in Japan over its 2G digital networks and has been highly successful with incremental monthly average revenue per unit (ARPU) of approximately $12.
The foundation for MMS in North America has been laid with GPRS and 1xRTT networks already in place. This widespread availability of existing packet networks is critical for the future of mobile data services and is likely to boost the market penetration of MMS.
An Ideal Delivery Platform for New and Converged Applications and Services
The evolution of MMS from basic long-text to graphics, pictures, audio, and video will constantly present the market with new applications and continue to encourage the adoption of MMS and thereby, increase the ARPU. MMS is not just a service but a framework that enables the development and deployment of numerous services that emerge along the natural evolution of the market, says the analyst.
With the increase in IP adoption by the mobile communications world, IP-based MMS is creating an ideal platform for new and converged applications and services. For instance, Push-to-Talk (PTT) services over GPRS have the potential to emerge as a valuable application, as they can be sent through MMS. As devices and consumer preferences evolve, MMS can enable a suite of revenue-generating applications and drive mobile data revenues. The analyst concludes, The market for MMS is in its infancy today, hampered by the lack of applications, devices, and services. However, phenomenal growth is likely 18 months from now, in 2005, as MNOs expedite the rollout of MMS and MMS-enabled handsets.
Customers who bought this item also bought
Mobile Network Operators Need to Redesign Their MMS Infrastructure to Launch A2P MMS
MMS Markets: Content Applications and Technology
North American Mobile Messaging Markets
Europe SMS & MMS Market
Australia - Mobile Data - MMS
Chinese Markets for SMS and MMS
Global - Mobile Data - Multimedia Messaging Service (MMS)
Global - Messaging Services - SMS, IM, UC, MMS & Email
Global - Messaging Services - SMS IM UC MMS & Email
Global - Messaging Services - SMS IM UC MMS & Email
Mobile Broadband in Europe and North America
Australia - Mobile Data - MMS and Mobile TV
|
|
|
|
