10th January 2010 - According to Amethon Solutions, the leading provider of MMS analytics solutions, MMS content is not all it seems.
In a Fun Text sponsored study, Amethon has proven that a substantial volume of MMS traffic is driven by professionally created content such as eCards, emoticons and viral videos.
“Our studies in a number of operators around the world suggest that only half of all MMS traffic is generated by picture messaging – people taking a photo or video with the phone and sending it to family or friends” said Michael Stone, CEO at Amethon. “Picture messages are generally only sent once or twice but around 50% of all MMS content is forwarded more than 4 times per day. The type of viral content that Fun Text provides is often forwarded hundreds of times a day and typically generates between 30% to 40% of MMS revenues – even more during special events such as Valentines Day or New Years Eve.”
The Amethon/Fun Text report (which can be requested from www.amethon.com) is based upon deployments of Amethon’s ‘Content Fingerprinting’ technology which analyzes MMS traffic as it flows through Operator message centres and reports on how mobile content is virally forwarded and shared. This patent pending technology does not require any modifications to be made to the content or messages and introduces no delay or latency into message delivery.
“Even the file formats tell a story. Picture messages use the JPG file format but when you analyze the traffic only around 45% of MMS traffic is JPG files. We see that GIF animations of the type used in eCards are very prevalent” continued Stone.
“The demand is there for messaging content but often Operators are leaving users to side-load content or make do with a few pre-loaded images on their handset” said James Pycock at Fun Text. “When we work with Operators we provide the content, access mechanisms and marketing to stimulate MMS. It is about providing handset applications, wap and web portals that offer easy access to the right content for the right audience at the right time. Get it right and it can account for up to 50% of your MMS traffic.”
Fun Text is already deployed by carriers such as Sprint, T-Mobile and 3. The service is provided by Mobispine which delivers messaging solutions for 30 Operators globally.
About Fun Text
Fun Text is a leading content-based mobile messaging service that enables consumers to send and share professionally created multimedia on mobile. Deployed by major operators, such as Sprint, 3 and T-Mobile, the Fun Text service drives triple digit growth in MMS revenues.
It represents a new category of messaging between user-generated photo messaging and SMS where users can include professionally created content within messages to clearly express their emotions. While MMS is generally used to send camera phone pictures and SMS is used regularly for brief, functional statements, Fun Text creates a new, high-traffic, emotional communication medium as an alternative to both.
The mass-market messaging service combines the richness of MMS with the ease of use of SMS. Available as a handset application, it accesses an online content store and integrates with the address book on handsets from Nokia, Sony Ericsson, Samsung, Motorola and other major manufacturers. Backed by global media companies such as Turner Broadcasting and American Greetings, Fun Text was also recently shortlisted as a finalist for best imaging company and won Most effective use of music and / image at Visiongain’s Mobile Entertainment Conference & Awards 2008.
For more information please visit www.sendfuntext.com
Amethon Solutions (Asia Pacific) Pty Ltd was founded in Sydney, Australia in 2000 and is a leading provider of mobile analytics tools for mobile operators, mobile content publishers and mobile marketing agencies with its Content Fingerprinting and Mobile Analytics products. Content Fingerprinting tracks and measures viral and P2P MMS traffic while Mobile Analytics provides detailed web analytics for both on-deck and off-deck mobile browsing.
The company has attracted investment from EpiCorp and MAP Venture Partners, and has won Deloitte Fast 50 Rising Star and RedHerring Asia Top 100 awards.
For more information please visit www.amethon.com