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- Multimedia Messaging Service
- The standard method for sending multimedia content to mobile phones.
Developed by the Open Mobile Alliance, MMS is most frequently used for sending photos, although it has been used by businesses to send news snippets and other entertainment items like videos and ringtones. MMS adoption was highly successful in China where its use spread rapidly due to the wide availability of mobile phones that were equipped with cameras. By 2009, the MMS market in China was as developed as SMS. In Europe, Norway claimed the top spot for the country with the highest MMS adoption rate.
Several unique challenges exist when dealing with MMS:
- Compatibility issues exist between different phones as content customized to the sender’s mobile phone might not be accurately transmitted and displayed on the recipient’s mobile phone.
- Bulk messaging proves to be less easily executed.
- Inaccurate configuration on mobile phones leads to message delivery failure.
- Mobile network operators rarely provide direct connection to Multimedia Messaging Service centers, hence content providers have to resort to WAP to push to deliver an MMS. The downside to this is that recipients are charged instead of the sender.
Businesses seeking to incorporate MMS into their customer communication mix could opt for software solutions such as Momentum for CRM which integrates email, SMS and MMS to better service their customers, streamlines their processes and enhances their email deliverability.