Most new handsets sold today support MMS, and most operators have deployed multimedia messaging services. Johan Myrberger, strategic product manager for traffic growth at Ericsson, says: “Thanks to these developments, the critical mass of MMS-capable handsets in use is actually here now.

"When you start to see references to MMS in TV programs and movies – where it is not positioned as a science-fiction thing, but as a natural, integrated part of the plot – you know that it's becoming mainstream," he says.

The standard has matured. Interoperability issues have been largely solved, and the issue of configuring the handsets has been dealt with. Previously, if a handset was not configured for a specific MMS service, it had to be configured by the user, which was quite difficult. This has been addressed in two ways: some operators pre-configure handsets, while others offer the opportunity to configure handsets using SMS.

MMS still faces some challenges, primarily in the area of user perceptions. The service is still viewed as rather expensive. Initially, the industry had discussed a price level of EUR 0.50-1.00 per message, and although the actual prices are lower, the perception of MMS as a premium-priced service still lingers. MMS also tends to be viewed as something to be used only on special occasions such as birthdays or celebrations, rather than as an everyday service.

"We are looking for external content and applications that have the potential to drive MMS usage," Myrberger says. "We actively engage with our MMS customers and discuss potential activities that will evolve usage among MMS subscribers."

Ericsson took an early market-leading position in MMS systems. Currently No.1 with about one-third of the market, Ericsson has more than 100 live MMS systems around the world. The Ericsson Mobility World Developer Program supports application development for these market-leading network systems. The program takes advantage of its global reach through Ericsson Mobility World centers worldwide. Selected developers are also profiled in the Content & Application Catalog, a tool used by Ericsson's global sales team.

Myrberger says Ericsson is interested not only in mainstream content and applications, but also those relating to more niche areas. "When an operator wants to target a specific end-user group or segment, these niche services play an important role," he says.

"From an MMS perspective, it is also important to realize that there are other enabling technologies that can leverage the value of developed content and applications," Myrberger says. "For example, an application can use location-based services (LBS) data to generate localized information and deliver it via MMS. This type of ‘cross-enabler’ usage is very interesting for Ericsson."

Another service worth considering in this context is IPX (Internet Payment exchange). This service benefits content providers, operators, and consumers: content providers get paid for services and content, while consumers get an easy way to purchase and pay for digital content. This allows content and application developers to go to market in a large number of countries, without having to reach agreement and deal with each and every operator in those countries.

You can find more about how Ericsson Mobility World Developer Program can help you go to market and achieve more with your MMS applications by following the link About Developer Program.

By John Maxwell Hobbs