Multimedia Messaging Services (MMS) are similar to Short Messaging Service (SMS) protocols in that they allow users to send messages to mobile devices. Unlike SMS, though, MMS allows for inclusion of sound, video and images as well as text in messages. For these reasons, MMS obviously attracts the attention of marketers, who tend to see MMS as a more versatile and persuasive medium.

MMS allows companies to send images of their logo and products to customers. With SMS, sending images of a promotion item or sale item is quite simple, and it's even possible to send a short viral video or commercial. In addition, MMS allows you to communicate more effectively with your employees, since you can send updates and information with files attached. The possibilities are endless. If you're thinking about Multimedia Messaging Services, consider:

1. Finding a gateway that lets you both send and receive messages so you can enjoy true communication.

2. Looking for ways to develop content for your Multimedia Messaging Services.

3. Seeking out powerful servers that can handle bulk Multimedia Messaging Services.

Action Steps
The best contacts and resources to help you get it done

Find multimedia messaging services offering gateway or operator services

In order to make use of Multimedia Messaging Services, you'll need to find a Multimedia Messaging Services provider that can allow you to send and receive multimedia messages. A gateway or operator service can usually offer you this solution, but do make sure that your service provider can handle bulk messages before signing a contract.

I recommend: Sybase 365 offers MMS operator services. The company has 700 mobile operators and is able to process more than 100 billion messages each year. Aicent is one of the world's first MMS gateway providers. The company helps many companies launch their Multimedia Messaging Services campaigns each year.

Create attractive content for your Multimedia Messaging Services

One challenge with Multimedia Messaging Services is that you must provide interesting and eye-catching content--content that people will want to view on their mobile devices. Content created for Multimedia Messaging Services must also be fast-loading. You can either buy a solution that allows you to create MMS content yourself or you can hire a service to create customized content for you.

I recommend: Mobixell offers content production services. The company is acutely aware that the shelf life of mobile multimedia messages is short and works to provide timely solutions. Vidiator Xend makes it easy to create 3D avatar-based multimedia messages.

Use Multimedia Messaging Services that can handle high message volumes

While perusing Multimedia Messaging Services information, you'll no doubt notice that many MMS services use two to four operators for national MMS networking. If you're launching a large campaign, you may need a bulk MMS service provider to offer your company a high-resilience, high volume capacity. Without this bulk service, your larger MMS campaign may flounder.

I recommend: TeliaSonera International Carrier offers two bulk MMS services: basic and premium. The first allows companies with changing technical environments to control bilateral MMS connectivity. The second allows companies to enjoy a full-service, no-hassle bulk MMS service. mFUSION's bulk MMS services allow your business to send multiple messages to thousands of contacts at once.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  While Multimedia Messaging Services can be a very powerful marketing tool, conducting careful market research is a must before you start glancing through a Multimedia Messaging Services list or catalog. Make sure your customers have the types of mobile devices that support media-rich content. If your customers have older devices, SMS may still be the better (and less expensive) option.