Study: Messaging services demand is overrated

Multimedia Messaging Service (MMS) is in danger of becoming another over-hyped technology like WAP (Wireless Application Protocol), and telecommunications companies must reassess their predictions of how much extra revenue it will bring, according to a report from industry research group, Wireless World Forum (W2F).

From talking to "key executives" among its 3,000 industry members, W2F, in London, predicts that MMS will be worth US$5.8 billion across 16 key markets: Australia, Canada, Finland, France, Germany, Hong Kong, Ireland, Israel, Italy, The Netherlands, Norway, Portugal, Spain, Sweden, the U.K. and the U.S.

That figure is about 80 percent lower than the predictions being quoted by many industry analysts, W2F said in a statement. Current industry analysis is predicting that 20 billion MMS messages will be sent per month within the next two years. The real figure will be closer to 200 million, it said.

"We went into this looking for the foundations of the hype, and managed to trace most of it back to statements from the people furthest from the consumer -- the infrastructure providers," said Josh Dhaliwal, executive partner of W2F.

"In a saturated market they can't sell any more SMS (short message service) products and so they have to push new services. But they're marketing the features, not the benefits to the consumer," he said.

Handset manufacturers, too, see lengthening renewal times and are keen to tempt operators with new features, Dhaliwal said.

"We're not saying that MMS won't be a success, but it won't replace SMS. It won't be used for communication, it's more about entertainment, " Dhaliwal said.

W2F knows what it's talking about when it talks about the dangers of hype. Until establishing it a year ago, its founders ran an online messaging forum called the WAP Group. WAP technology was heavily promoted two years ago but has never really taken off because it was seen as difficult to use and most consumers did not see strong advantages in the service.

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Gillian Law

Show Comments

Cool Tech

Toys for Boys

Family Friendly

Stocking Stuffer

SmartLens - Clip on Phone Camera Lens Set of 3

Learn more >

Christmas Gift Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill


I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?