| Publisher | Mobile Marketing Association (MMA) | ||
|---|---|---|---|
| Format | HTML | Date added | 12 May 2006 |
| Topics | Sales - Marketing, Mobile - Wireless Communications | ||
| Downloads | 115 | ||
Picture Messaging has the potential to drive big revenues for operators, but adoption of MMS at Vodafone had been slow. Research indicated that the key barriers to overcome included uncertainty of when/why to send an MMS, unsure when/how a picture adds value to an SMS, uncertainty around cost, and unsure whether friends/family could receive picture messages. Enpocket, Vodafone's lead consumer mobile marketing agency, was briefed to devise a campaign taking usage beyond 'special occasions' (where there was take-up), stimulating wider everyday use.
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