Multimedia Messaging Value Added Service Market Analysis

MMS(Multimedia Messaging Service)is one type of messaging services, which is able to trasfer text, audio, picture, video and other rich content. Since MMS service first went into maraket in Japan near year 2000, this mobile value added service has been launched into business operation in dozens of European and Asian telecom operators in recent years. This paper represents the current operation status of MMS service market in China and the world. Using micro economic and maketing theoretic tools, this paper analyzes the micro economic characters, operation model and service content, network and terminal technology, pricing mechanism and indaustrial structure. On basis of systematic analysis, suggestions and guidelines are put forward for further development of MMS business. It is strongly recommended that MMS operated under different business strategy, marketing models, pricing mechanism, and industrial structure from basic telecom services.