1.1. Introduction

1.1.1

What is Multimedia Messaging?

Multimedia Messaging Service (MMS) adds images, text, audio clips and ultimately, video clips to SMS (Short Message Service / text messaging). Simon Buckingham, CEO of Mobile Streams believes that: 'The transition from Short Message Service (SMS) to Multimedia Messaging Service (MMS) is as important on mobile phones as the transition from DOS to Windows was for the PC. It represents a revolution.' Unlike other technologies like WAP, Bluetooth etc - MMS offers a complete development and billing environment along with a chance to create compelling applications. Thus, MMS provides an opportunity to foster an industry where all players in the value chain may get an opportunity to avail revenue.

1.1.2 Why is MMS significant?

MMS is significant because:

� It is a natural evolution from text messaging which already has a large user base especially in Europe and Asia

� MMS functionality can be delivered now over GPRS i.e. we need not wait for 3G. (Please see glossary below for an explanation of terms).

� It has support from operators and industry players

� MMS messages can be sent to / from email which may overcome the problem of initial limited device availability.

� Richer applications can be developed using MMS than is currently possible with just the 160 text characters available with SMS.

1.1.3 Who are Mobile Streams?

Mobile Streams are renowned as experts on messaging in general and the MMS in particular. So, if you are looking for information on MMS, you have come to the right place!

1.2.1 How would MMS look like to the end users?

In terms of usage, initial Multimedia messages can best be understood as 'choreographed PowerPoint presentations'.

What does 'choreographed' mean? - The multimedia presentation which consists of elements such as music, voice, images, text, video, and graphics are all synchronised across a common timeline (i.e. not delivered as attachments) as in an email.

Similar to an SMS, the recipient receives a notification and when the full message is received, the presentation starts running. Visually, the presentation looks like a choreographed slide show with still images (photographic and animation) and sound. We could also view an MMS message as a presentation layer over email since MMS uses many email technologies.

Unlike SMS communication, MMS communication will not be discreet i.e. rich media lends itself to be 'flaunted' rather than being discreetly in the background. This trend is already noticeable in ringtones. As a corollary to this observation, women rather than men, will use MMS services more especially in situations where a photograph will be taken and sent as a picture message.

1.2.2 What are some examples of MMS services?

Possible, examples of an MMS based applications are:

� Weather report with images

� Stock quotes that can be viewed as diagrams

� Football goals that can be viewed as a slide show

1.2.3 What content types does MMS support?

An MMS message can contain one or more of the following. Specific media formats are explained below. Supports:

Text

� Unlimited text that can be formatted.

� Text can be accompanied by images, graphics, sound and in future video.

Graphics

� Support for Graphs, tables, charts, diagrams and layouts.

� Support for animated GIFs.

Audio

� Support for music, speech.

� Support for streaming sound.

Images

� Sending images and snapshots from an attached or built in digital camera.

� Ability to edit images and add text.

Video

� The ultimate goal of MMS is the ability to send video (over a full 3G network).

� The ability to send a simple 30-second clip has enticing applications especially in the sports and media arena.

1.2.4 How much will each MMS message cost?

Pricing of MMS messages will be complex. Here are some guidelines we use..

� Cost of each MMS message is the key driver. According to Vodafone 1 MMS message should be priced three times an SMS message. This implies the price of a simple (i.e. P2P) MMS message would be 0.50 Euros at Greece.

� MMS billing could also include a 'monthly subscription fee'. This is expected to include a daily download service for "wallpaper", screen savers and a limited range of other simple applications that get updated 'daily'.

� Majority of MMS traffic is expected to be P2P i.e. where a user takes a photograph and sends it as a message. In other words, content is self created.

1.2.5 I don't have an MMS phone, can I receive / send MMS messages?

Yes, in both cases. Sending MMS messages can be done over web sites. In fact, this may be the preferred way initially. As regards receiving MMS messages, if the device does not support MMS, the user gets an SMS message pointing to a URL where the message may be stored.

1.2.6 Can MMS messages be sent to an email id?

Yes. Initially this will be an important driver for MMS This implies that useful applications can be created even if initial uptake of MMS devices is not large. As an example, a consumer can take a digital photo with their phone and send it as an MMS to a friend. If the friend doesn't have MMS, they can still view the message and photo on the web, next time they're online.

1.2.7 How does the user's MMS experience compare to that of SMS?

SMS messages are not delivered in real time because they follow the 'store and forward' model. All SMS messages first get sent to the SMSC (Short Message Service Centre) from where they are routed to the recipient. MMSC (Multi Media Service Centre) performs an analogous function to the SMSC for the purposes of this discussion.

Like SMS messages, MMS messages are also not delivered in real time. However the actual interaction in the delivery of MMS messages is different from that of SMS.

SMS messages delivery is quite simple - SMS messages get sent first to the SMSC and if the SMSC can deliver the message immediately to the recipient, the message is sent to them.

However, the steps for MMS are different:

� The sender sends a message to the MMSC

� When the MMSC receives the message, the MMSC sends confirmation. The sender then gets a 'message sent'.

� MMSC sends the receiver a notification that a new message is waiting

� The receiver can then download the message immediately or download it later. Once the message is successfully downloaded, the receiver gets a 'Message Received' indication.

� Once the receiver has successfully downloaded the message, the sender gets a 'Message Delivered' message.