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Mobile Multimedia Messaging - 2003
ADKiT Ltd (SCS Reports), Jan 2003
Multimedia Messaging (MMS) technology means cellphones can now be used to offer a massive new range of services and products.Mobile email, ringtones, mobile video, mobile downloads, games and accessories are becoming everyday products.
As cellular operators ramp up their MMS marketing campaigns, other industries are sitting up and listening. At the Cellular Telecommunications and Internet Association's annual Las Vegas bash in October, Jay Samit, VP of New Media at music distribution giant EMI declared 'the music industry will save wireless…and wireless will save the music industry'. Can cell phones which download music video clips with high quality sound effects, handset recording and storage, really pave the way for a completely new mass media?
Major equipment vendors are backing MMS, keen that these new services should drive demand for their high-speed data infrastructure. MMS, according to Annsi Vanjoki, executive vice president of Finland's Nokia is the 'foremost media platform that we can see'. No minor statement from a company that holds a 35% share of the global handset market.
Yet operators have adopted wildly different ways of promoting multimedia messaging. In the rush to get this new technology to market, many operators have missed the point entirely - they have dished up the same bland diet of hype and poor services that went round with the failure of WAP in 1999. Even NTT DoCoMo, which took the market by storm with i-mode in Japan, has totally failed to spread its i-mode brand abroad. Its marketing of 3G services has been even less impressive.
But others have got the message spot on. Vodafone's global marketing campaign has shifted into gear like never before. Operators from Italy to the U.S., have pushed carefully planned messages into the market, slowly getting users familiar with the new services and taking a softly, softly approach to cultivating user demand.
This Strategic Case Study looks at how MMS has changed operator marketing campaigns for the better. With case studies from Japan, Europe and the U.S., our report looks at how operators are building up a market for multimedia messaging
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