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Market
Research
January
29, 2004
MMS users in APAC to grow by 50 percent
in 2004
SINGAPORE
-- According to IDC's recent research, MMS users in
the Asia Pacific region will grow by over 50 percent
in 2004. Yet, MMS users will represent only 2.3 percent
of total wireless subscribers by the end of 2003, and
4.3 percent by the end of 2004.
So
far, the usage of MMS has been largely confined to user-created
content such as digital images taken on camera-enabled
handsets. This spur of the moment picture capture will
represent the bulk of the initial MMS uptake. While
the greater number of in-built camera handsets that
were introduced to the market have promoted greater
MMS usage, current pricing schemes are a major deterrent
that are preventing consumers from turning it into a
habitual behavior similar to SMS.
Countries
that witnessed a significant increase in MMS users in
2003 include Singapore, Australia, Hong Kong and Taiwan.
As a proportion of total wireless subscribers, these
countries will continue to lead in the adoption of wireless
technology due to early progress made in terms of operator
interconnectivity and their higher penetration of in-built
camera phones. However, developing countries in the
region are likely to observe a gradual rise in MMS users
in the short-term forecast period due to the high prices
of devices and MMS services at the moment, which mainstream
subscribers consider too expensive.
Davina
Yeo, associate director, wireless research, IDC Asia
Pacific, said: "While the number of MMS users continues
to expand each quarter, it will take another two years
for MMS technology to gain mass appeal. Short-term obstacles
such as interoperability and roaming capabilities are
hampering the functionalities of MMS applications. User
perception, adoption of in-built camera handsets and
comfortable price-points will also be key to the success
of MMS. The presence of more third-party content that
extends beyond picture taking via the mobile device
in the longer term will further enhance the opportunity
for MMS. However, even with the increasing use of MMS,
the mass appeal and popularity of SMS services is unlikely
to diminish, instead, this will likely expand the revenue
generating opportunities for mobile operators."
Contact:
IDC
Tel: +65-6228-7769
www.idc.com
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