Apple’s iMessage set an industry standard that it took years for the likes of Google to recreate with what it called Rich Communication Services (RCS).
RCS needs to be implemented at a carrier level and a device level but, if enabled, unlocks features for your SMS app that are more akin to an instant messaging platform like WhatsApp. That means features like typing indicators, inline images and videos and more are unlocked without needing to download any new apps.
Despite there being a viable solution on the market, MTN has today announced VideoSMS which it says is “a first-of-its-kind innovation in Africa”. As mentioned above however, the technology has existed for years but we suppose MTN may be the first African corporation to produce such a solution.
VideoSMS will reportedly revolutionise direct marketing by allowing videos of up to 2MB to be embedded in an SMS. Yes, MMS also exists but apparently “hasn’t really worked as a technology” according to General Manager of Digital Services at MTN South Africa, Jason Probert.
“While SMS, Rich Communication Services (RCS), and Multimedia Messaging Service (MMS), are all similar communications tools in the same space, Video SMS is a completely new messaging technology that enhances a standard SMS to include multimedia files,” the GM explains.
We fail to see how VideoSMS is anything different from an MMS or RCS. The technology can be used to send GIFs and even just plain images as well as video so really, this isn’t all that new. And that’s not even mentioning WhatsApp which does everything MMS, SMS, RCS and VideoSMS does already.
So why does VideoSMS exist? That’s not clear especially given that MTN supports RCS through its Advertising platform. Releasing its own solution does give MTN scope to bundle value adds on top of VideoSMS rather than trying to mould solutions to RCS. Indeed, the telco seemingly intends to do exactly that.
“VideoSMS goes hand in hand with MTN’s unique ability to provide precise segments of opted-in customers that can be targeted by various telco data points like location, spend, device type and online usage. Businesses will not only be able to send a multimedia message, but they can target this message very precisely using either their own or MTN’s opted-in customer bases,” said Probert.
VideoSMS is a weird launch for MTN but we’re sure it has its reasons for launching the platform. To find out more, hit the link to learn about VideoSMS and MTN Ads.
Get the tech news you want to read. Take our reader survey and tell us how we can help you better.

© 2025. All rights reserved by HTXT.
Share your thoughts on smartphone experiences, habits, and trends locally, and you could win R10 000 in Takealot vouchers.

source