IDC Pictures Strong Growth in MMS Subscribers with Camera Phones
FRAMINGHAM, MA – June 2, 2003 – The evolutions represented by short messaging service (SMS) and instant messaging (IM) will be enhanced by wireless multimedia messaging services (MMS)
that promise pictures, animated characters, user-created content,
voice recordings, and even video clips. IDC forecasts a 178%
compound annual growth rate through 2007 in the number of
wireless MMS subscribers, reaching 36 million MMS subscribers
with cameraphones and 16 million MMS subscribers without
IDC has segmented the MMS market into two sub-markets: MMS subscribers with camera phones and MMS subscribers without cameras. Consumers with MMS-capable devices with cameras will become the majority of the MMS consumer market as soon as late next year.
"The key challenge in this market will be to translate the consumers' awareness of these services into their adoption of these services," said Scott Ellison, director of IDC's Wireless and Mobile Communications. "How quickly this will happen depends on handset availability and pricing, ease of use of MMS interfaces, interoperability, and perceptions of MMS against existing usage behavior in related areas, such as digital cameras.”
Entertainment is a driving factor behind key wireless markets such as ring tones, screensavers, and SMS, and will also be a key market driver of MMS. Marketing that incorporates the entertainment value of MMS as an even higher entertainment value function than SMS and IM should be a key component of wireless industry positioning and marketing of MMS.
IDC's recently released study, U.S. Wireless Multimedia Messaging Forecast, 2003-2007: Take a Look at This (IDC #29430), forecasts wireless subscribers, MMS subscribers (with cameras and without), annual MMS subscriber additions, average number of MMS messages per subscriber per month and by segment as well as the associated revenue.
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