MTN`s multimedia messaging service (MMS) traffic grew 490% from 470 000 in December 2004 to 2.7 million in December 2005. Cell C also recorded high MMS traffic, with 83 000 MMSes sent through its network during the festive season.
Bernice Samuels, brand GM at MTN South Africa, says customers have indicated they enjoy using MMS, especially as it now comes at a lower price.
Nicolene Visser, Vodacom South Africa communications manager, says while its MMS service has grown month-to-month, the highest rate was experienced over the festive season. She attributes the growth to higher penetration of MMS cellphones in the market, as well as the ease of use and interactive nature of the service.
Gavin Penkin, Exactmobile entertainment services portal director, says the increase in usage is the result of decreased MMS prices and increased advertising by the mobile networks.
"One of the drawbacks of MMS compared to SMS is that the phone has to be configured correctly to receive it," Penkin says. The networks have run big advertising campaigns making it clear to users how easy and simple it is to sign up, he says.
Penkin also believes MMS use may replace SMS as a mode of communication.
"The SMS was not developed as a person-to-person messaging facility, it just happened," he says. The MMS facility, on the other hand, was built exactly for that purpose, he says.
The increased use of MMS opens new opportunities for companies that provide mobile content, as well as advertising opportunities, adds Penkin.
"Last year when we spoke to companies about using MMS advertising, one of the key questions they would ask was how many people could receive it." Increased use means the question can now be answered satisfactorily, he says.
Visser says in a pure business-to-business environment, the use of camera phones to remotely capture information and send it back to the office is becoming popular.
"This could result in higher productivity and efficiencies, as well as better service levels to customers," she says.
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