Intercarrier operability is seen as vital to the success of multimedia messaging (MMS), which carriers hope will become as popular as SMS. According to Allen Lew, the managing director of Optus Mobile, the introduction of intercarrier SMS in April 2000 saw a 1000 percent increase in messages being sent.
Currently, if an MMS is sent to a phone that is on a different network, or is not MMS-compatible, a text message is sent alerting the recipient they have a picture message waiting for them at a particular Web site.
Consumers are confused by the branding of MMS, as mobiles are advertised as being able to send pictures via SMS, but the phone menus use the term MMS. For its part, Vodafone refers to MMS as PXT, and has rebranded SMS as TXT. Further, there is Enhanced Messaging System (EMS), which allows pictures and ringtones to be sent between mobiles.
Optus are trying to further boost the uptake of MMS by offering new content services. Customers can order news stories with a photograph from AAP, or receive a SurfCam picture from one of 20 beaches around Australia for 75 cents. They are also providing MMS Mobile Cards from Hallmark for AU$2.95.
