After the success of short messaging service (SMS) in the region, communications software specialist Openwave is moving to help Asian cellular operators change networks to support multimedia messaging service (MMS).
Openwave Asia-Pacific vice-president of marketing Don Oas said the company was pushing for a rapid adoption of MMS throughout the region by linking existing WAP (wireless application protocol), SMS and Web clients already in the hands of millions of subscribers.
Much multimedia-related communication has been based on content created on the phone, such as photo messaging.
'Openwave believes that by tapping server-based multimedia content, such as professionally created music, digital images and cartoons, in addition to the billions of pictures taken on digital cameras, there will be quicker acceleration towards a critical mass of content necessary to create demand for MMS,' Mr Oas said.
MMS enables multimedia messages containing content such as pictures, music, images, graphics, and ring tones. It is expected to be one of the key services that will drive demand for high-speed, wireless Internet connections made by GPRS (general packet radio service).
In Hong Kong, Openwave customers Pacific Century CyberWorks and Hutchison Telecom have launched their GPRS networks. In the mainland, China Mobile is another Openwave software user.
Since last December, text messaging has received a much-needed boost in Hong Kong because all six GSM (global system for mobile communications) operators agreed to make their SMS networks interoperable.