MMS users in AsPac seen to grow by 50% in 2004

Users of the Multimedia Messaging Service (MMS) in the Asia-Pacific will grow by over 50 percent this year, according to recent research from IDC’s Quarterly Wireless Services Tracker.

MMS users represented only 2.3 percent of total wireless subscribers by end-2003. By end-2004, they will represent 4.3 percent.

"While the number of MMS users continues to expand each quarter, it will take another two years for MMS technology to gain mass appeal," said Davina Yeo, associate director for wireless research of IDC Asia-Pacific.

"The functionalities of MMS applications are available but are being marred by short-term obstacles such as interoperability and roaming capa-bilities – the same problems SMS faced at the beginning. User perception, adoption of camera handsets and comfortable price-points will also be key to the success of MMS," Yeo added.

So far, the usage of MMS has been largely confined to user-created content such as digital images taken on camera-enabled handsets. This "spur of the moment" picture capture will represent the bulk of the initial MMS uptake.

While the greater number of camera handsets introduced to the market has promoted greater MMS usage, current pricing schemes are a major deterrent that is preventing consumers from turning it into a habitual behavior similar to SMS.

"The IDC believes that the opportunity for MMS will be further enhanced if there is more third-party content that extends beyond picture-taking via the mobile device in the longer term. However, even with the increasing use of MMS, the mass appeal and popularity of SMS services is unlikely to diminish. Instead, this will likely expand the revenue-generating opportunities for mobile operators," Yeo said.

Countries that have witnessed a significant increase in MMS users in 2003 include the more affluent Asian countries such as Singapore, Australia, Hong Kong and Taiwan.

As a proportion of total wireless subscribers, these countries will continue to lead in the adoption of wireless technology due to early progress made in terms of operator interconnectivity and higher penetration of camera phones.