Popularly known as MMS, multimedia messaging service was introduced way back in 2002 with Sony Ericsson T68i, widely believed to be the first MMS-capable cell phone.
It has come a long way since then — from being a new entrant in the mobile messaging industry to a widely accepted and utilized medium of communication and marketing for individuals and enterprises respectively.
While SMS messages drive a high open and response rate from recipients, MMS takes this to a new level with images, videos, and GIFs. MMS messages deliver a 15 percent higher click-through rate than SMS, and MMS content is four-times more likely to be shared on social media platforms. Customers are more likely to respond to an offer or coupon if received via MMS.
SMS is best suited for a short, concise message. However, MMS offers more options and variety, with a striking image or a catchy video to really grab customer interest toward a brand and the associated multimedia message.
67 percent of users feel images are important for buying decisions
63 percent of users value images over product details
78 percent of customers prefer images of products
The SAP Digital Interconnect group within SAP works on several enterprise and operator messaging solutions.
SAP MMS 365 is one such mobile service that helps enterprises deliver rich message content in the form of MMS to their customers. The product provides stable and high-performance MM7 infrastructure, which supports transmission of MMS messages from the value-added service provider (VASP), routed through the intermediate mobile operators, and ultimately delivered at the customer’s mobile handset.
Use cases that can be adopted with SAP MMS 365 include:
A typical SAP MMS 365 message flow looks like the one shown below:
Salient features of SAP MMS 365 that enterprises can leverage include:
This well-established service offering from SAP Digital Interconnect has been able to support campaigns of enterprises during peak traffic seasons such as Thanksgiving, Black Friday, Cyber Monday, Christmas, and New Year on a consistent basis. The estimated traffic volume has always been exceeded manyfold without the occurrence of message failure from customers.
SAP is growing infrastructure regularly and hopes to add more value-added features in the future. Some SAP customers conducted their largest-ever messaging transactions through the MM7 platform in the 2019 Thanksgiving season.
The idea is to help enterprises give better service and timely information and offers to customers, thereby increasing the message quality andvolume, which in turn converts into monetary benefits for the enterprises. The more customers engage and experience excellent-quality MMS messages, the more they are inclined to make purchases or use the services being offered through these messages.
Mohit Goel is senior product specialist, SAP Digital Interconnect
United States
+1-800-872-1727
Or see our complete list of local country numbers
Contact us

source