Other important topics covered included IPX (Internet Payment eXchange), Ericsson's solution for handling global content payment settlement, as well as regulatory and legal matters.

Surendiran Velu, head of Ericsson Mobility World Malaysia, says the goal of the event is to have operators and developers grow beyond basic voice and SMS-oriented services. "We'd like to see operators' networks grow rapidly and their revenues multiplied by introducing high-premium services and high-bandwidth mobile media applications," Velu says.

The event offered operators, developers and content providers an update on the predicted future of content-based services. In addition to building awareness and showing case references for the great potential in mobile media, the event featured presentations on how to encourage the creation of innovative ideas, especially in the area of multimedia and streaming-based applications. Media owners and content providers were invited so as to involve them in capitalizing on the opportunities of commercializing their content over the mobile platform.

"We wanted to clearly demonstrate that MMS (multimedia messaging service) and streaming are already here. We also have good reference cases on IPX from an application developer, BuzzCity, which delivers the latest news headlines, business updates, sports and technology news to mobile devices. They presented their media delivery solution and demonstrated how it earns revenue conveniently and efficiently using IPX. Another good reference case was Mobile TV, presented by DiGi Sdn Bhd, a progressive Malaysian operator. This is a good example of the presence of mobile media in Malaysia," Velu says.

He says the positive feedback from both presenters and participants is an encouraging sign that MMS streaming is making headway in Malaysia. "The challenge now is for operators and developers to maximize this great potential and to acknowledge the revenues that can be realized from offering these services," Velu says.

Read the market update on Malaysia

Read the article, Malaysia shows innovation in mobile TV, MMS

By Kris Walmsley