Early Demand for Nokia Multimedia Messaging Service: a Case and Market study of MMS

Abstract

The purpose of this study was to identify the early adopters for Multimedia Messaging Service (MMS). The potential users of MMS are found among today’s heavy users of Short Message Service (SMS), that is, people under 35 years who live in an urban area. The analysis of the results included comparison of the mobile phone experience, technical background, media habits, and psychographic as well as personality characteristics of an early adoptor (innovator) with those of a non-innovator. A strong demand for MMS seems to exist. Some barriers might exist, however. Users probably do not realize how much more capacity is needed for transferring a photo from one terminal to an other than for transferring plain text. Other possible barriers may include the quality of services and the availability of multimedia mobile phones: people do not quite believe that, for instance, photo and video message could be of high quality, and a fact is that users need multimedia mobile phones for MMS.