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Comverse Unveils Research Results Establishing Subscribers' Readiness For MMSdate: August 31, 2001 Research Shows That Messaging Applications, Such As Picture And Video Messaging, Could Become Popular Services For 2.5G And 3G Cellular Networks Comverse, a unit of Comverse Technology today announced the results of research carried out to assess subscriber interest in 2.5G and 3G multimedia messaging services. The research revealed a strong desire among business, residential, and young subscribers to access multimedia services such as picture and video messaging. Conducted by MORPACE International, the research was conducted in London, Frankfurt, Madrid, Milan, Stockholm, Paris, Seoul, and New York. Key findings revealed a strong appeal for picture and video messaging, where more than 80% of study participants said they would be interested in using these services on a daily or weekly basis. They added that their willingness to use the services would depend on two major factors: a high quality of image, and a fast transmission speed. The research also concluded that nearly 90% of both business and residential study participants would create their own pictures in addition to downloading or forwarding content, as is common in multimedia applications on the PC. This finding highlights the potential importance of upcoming mobile devices with integrated cameras. 85% of study participants expressed a strong interest in picture messaging. Of these, business subscribers found efficiency and speed the most compelling reasons to use such a service. This includes sharing plans, pictures, documents, designs, and product catalogues to colleagues and clients. Young and residential subscribers, on the other hand, indicated they would have many fun and practical uses for picture messaging such as sending greetings, or getting a second opinion when shopping. For video messaging, 88% of study participants expressed interest, and said they would use it on a weekly or daily basis. Considered to be more engaging than picture messaging, video messaging is seen first as a social communication service, followed by entertainment and friendly business. While business subscribers saw tangible benefits such as portability, speed and discretion, youth and residential subscribers sought video messaging for abstract benefits, such as the ability to enhance a social event, or staying in touch with distant relatives. Zeev Bregman, Chief Executive Officer of Comverse stated, "The results of our multimedia messaging survey clearly indicate that subscribers are expecting to replicate the same SMS experience they are used to, and have their messages be transparently pushed to their handsets. In addition, they're expecting to have full control over the terminal where their multimedia messages will be sent to, be it a PC, a mobile handset or alternative devices such as digital TV." The limiting factor of 3G messaging services was considered to be the cost of using the service. The youth market is looking for a similar pricing structure to the existing SMS model. The cost of sending a picture could be fixed and could be marginally more expensive than SMS. All study participants involved in this research said they were willing to accept permission-based advertising if it is not too obtrusive and offered discount opportunities. The business and residential study participants require intuitive user-friendly interfaces such as voice recognition, touch screen, and keypads to suit different occasions.
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