Nokia Multimedia Messaging Finland
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Nokia Networks P.O. Box 300 FIN-00045 NOKIA GROUP Nokia Multimedia Messaging Finland
Tel: +358 0 71800 8000 f Nokia Corporation. ect to change without notice. As SMS evolves to Mobile Multimedia, Nokia Mobile Phones P.O. Box 100 profitable opportunities abound FIN–00045 NOKIA GROUP Finland Tel: +358 0 71800 8000
www.nokia.com Nokia Networks and Nokia Mobile Phones 2001. All rights reserved. Nokia and Nokia Connecting are People registered trademarks o Nokia Code: 10908
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Contents Executive Summary
Executive summary...... 3 Addressing the Mobile Information Society’s demands ...... 4 The Nokia Multimedia Messaging Solution facilitates new styles • Introducing the Multimedia Messaging Service...... 4 of communication that respond to the needs of the Mobile • New market drivers ...... 5 Information Society —a society where business and personal Smoothing the path to a new messaging world ...... 7 lifestyles are changing and evolving ever faster. • The SMS -Picture Messaging -MMS evolution ...... 7 This calls for flexible products and services that facilitate and Multimedia Messaging = multiple benefits ...... 10 support our new routines, and provide delightful experiences. • Advantages for consumers, operators and service providers...... 10 Communication is at the heart of people's lives - and as a result, • Demand for applications ...... 11 the mobile phone is infused with rich new meaning. Case history: Multimedia Messaging in action ...... 13 Multimedia Messaging is today’s big business opportunity ...... 15 Nokia’s approach is based upon a utility, straightforward sharing of secure a strong position and • Your move -with Nokia as the perfect partner ...... 15 series of evolutionary steps: SMS information and experience, and accumulate the required (text), Picture Messaging (text and sheer fun. Adaptable to a wide competencies to be the leaders in graphics), MMS –Multimedia range of purposes, it will meet the the personal multimedia era. Messaging Service (digital image needs of all user segments. input) and Mobile Multimedia An “instant” culture with new (new content types). MMS is the Multimedia Messaging will communication styles and needs is most versatile messaging service, increase wireless data usage that is emerging. The Internet is going including all the features and already now doubling every year in mobile. The popularity of SMS, the content types of the preceding most markets. MMS requires high- emergence of “the new mobile services. It is likely that MMS will speed networks for transmitting phone generation”, the popularity be introduced in several phases, messages that consist of notably of sending traditional postcards, each adding successively more more data than the current growing Internet and e-mail functionality. messages. Here the solution is penetration and usage —all suggest General Packet Radio Service huge market potential for SMS has been the pioneer leading (GPRS), which creates an ideal Multimedia Messaging. the path in wireless data platform for mobile data applications and SMS services were applications and services. And, the first mobile data services that since MMS is based on Wireless had serious financial impact to the Application Protocol (WAP), this operator's revenue. The industry service is bearer and network has seen tremendous growth and technology independent, enabling clearly, messaging will lead the way multimedia messages from a to profits in 3G as well. Inevitably GSM/GPRS network to be sent to, the current split of total revenues for example, a TDMA or WCDMA from mobile applications will network. change and become much more versatile. For network operators and service providers, Multimedia Messaging The Nokia Multimedia Messaging applications are the essential drivers Solution delivers tangible benefits of continuous growth in new to consumers and network services beyond voice. They promise operators alike. For the consumer, significant increases in airtime, it offers every category of wireless revenue, service differentiation and imaging consumer benefit: simple customer loyalty. Early adopters will
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with MMS, but in addition to the Addressing the usual message sending from mobile Versatility of Content to mobile, it will also be possible to and User benefits send messages from mobile to Mobile Information Society’s demands Internet, and eventually from Mobile Multimedia Internet to mobile. With wireless Multimedia Nokia Multimedia Messaging delivers the benefits of data the mobile users can also Messaging benefit from the efficiency of Picture Service solutions that integrate growing demands for enhanced Messaging Internet. For person-to-person mobile communication with our proven capabilities in SMS developing and delivering complete end-to-end communication this brings even solutions. In the Mobile Information Society, one such more possibilities demand is for instant communication —creating and consuming content on the fly. Fortunately, Multimedia Multimedia Text Text & Digital image New content Messaging Service Graphics input types Messaging can deliver. Nokia is a trend-setter in wireless Time solutions for the personal messaging Figure 1. Multimedia Messaging migration path The global mobile communications The 1st and 2nd generation systems independent and most of all, it's market. We are committed to industry is currently evolving from of mobile communications were to a personal. MMS complements all developing core applications for voice-driven communication to large extent technology-led. these elements when it facilitates Multimedia Messaging services This mass-market application leads operators, content creation and personal multimedia via text-and The latest developments in 2nd new communication styles and while providing compatibility with the continuous expansion on services distribution is primarily performed imaging-driven intermediate stages. generation and more especially 3rd needs. And this is exactly what other non-core messaging areas. beyond voice. by consumers themselves. He or she Mobile communication and generation systems will introduce MMS has been created for to be becomes both developer and connectivity are essential elements the industry to a new paradigm used by anyone and anywhere. Nokia's Multimedia Messaging For consumers, MMS delivers easy- consumer of content, for example by of the Mobile Information Society, where applications utilise Service (MMS) comprises a complete to-use fun and utility. For network creating a multimedia message from especially when enhanced with infrastructure and terminals in The mobile phone is becoming a end-to- end solution for person-to- operators it offers a future-proof, a snapshot and text before sending it visual content. At the same time, the different combinations. personal trusted device, a life person mobile messaging, from evolutionary migration path and thus to a friend or a colleague or even to focus of the mobile communications management tool for business, work terminal to terminal, from terminal profitable business – see figure 1. a group of people. The same user industry is shifting from technology- In order to capitalise on this and leisure in the Mobile to e-mail, or e-mail to terminal. can also employ terminal defaults or led applications to application-led increasingly application-led Information Society. The 3G It allows full content versatility, New generation, network operator services in their solutions where applications drive marketplace, Nokia intends to be terminal will take on many roles, including images, audio, video, data new market drivers message creation. both infrastructure and terminal firmly proactive. We are identifying becoming an anchor point, a digital and text, in any combination. MMS The new mobile phone generation is evolution. natural migration paths that will navigator and an extension of self delivers a location-independent, total behaving differently and developing Get the picture? boost the adoption of new products for the consumer; becoming a communication experience. entirely new usage patterns. In Creating and sending instant and services, thus expanding the 'virtual me' that is both an enabler Finland, global laboratory of the photographs with text can be seen as addressable market. and a node for its owner's social life. Nokia is actively participating in the Mobile Information Society, more a substitute for mailing physical This focal lifestyle accessory will development of WAP to support than half a typical teenager ’s mobile postcards. The traditional postcard Creating new also be a tool for storing and MMS and, within 3GPP (3rd phone bill is made up of charges for market has always been highly communication styles sharing personal information and Generation Partnership Program), a short messages. For these young seasonal, dominated by printed In this instant communication experiences. In other words, it will bearer service including optimal people, the average number of greeting cards. Although, the sending world, we value easy access to deliver practical and rational support for Multimedia Messaging. messages per month can be more of printed cards has been services and have learnt to take benefits but, equally importantly, As a global, bearer-independent than one hundred and that figure is impressively popular and even quite timely information for granted. The the sharing of experiences and solution, WAP allows multimedia growing fast. Messaging represents a simple, one might face some new mobile phone generation has emotions, as well as being sheer fun. messaging in all product categories. flexible, easy-to-use and highly hindering factors such as finding a started to favour messaging and personal communication style for post office, or a mailbox, correct visual content over the more MMS takes phone personalization And as an evolutionary step from the new mobile phone generation. stamps, the time etc. While, if traditional voice calls. So, in the even further with its versatile SMS, MMS is also a shift from 2G someone is on a holiday or business Mobile Information Society message content. Not only will the to 3G as well as a globally As these figures suggest, in addition trip, the sending of a greeting is truly messaging is the natural way to content be produced by the standardised service and the only to content ready-made by terminal effortless with MMS as it can be communicate; it's instant, location consumer and become much richer 3GPP standardised 3G service today. manufacturers and network done location independently. Not to
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mention, how unique greetings will imaging industry and still want to to a service, such as Unified be created as the sender has full print the images, consumers are Messaging or e-mail, it can be used Smoothing the path to creative control over the content. seeking for an easier way, for creating value-added services on independent of location and time. top of MMS in a somewhat similar There is huge potential for different manner than with Short Message a new messaging world content types, such as graphics, still Mobile messaging Service Centers (SMSC) today. By images, animations and video clips made easy combining the capabilities of the combined with at least one of the The number of Internet MMS with existing network Nokia’s migration path in multimedia messaging builds on other types. The emphasis in subscriptions is growing rapidly and capabilities a highly advanced service the well-established SMS paradigm by adding new personal communication is shifting subscribers rank e-mail high in the portfolio can be offered to the end- functionality and new content types in user-understandable from ears to eyes. Now, people lists of applications they find most users. For example, the consumer steps. Because consumers can relate to the new messaging receiving messages can be expected useful. However, current e-mail may ask for a location-based service, services as "enhanced SMS", the barriers for adopting them to genuinely react: with big surprise, systems have some limitations: such as a map of a certain region by will be significantly reduced, leading to rapid take-up and laughter, tears or even with the software takes time to load and utilising USSD (Unstructured high penetration, and paving the way towards personal wildest excitement. access to the inbox is limited outside Supplementary Services Data) and mobile multimedia. corporate premises. receiving the result as a MMS. Meanwhile rapid growth in digital These factors point to a clear market Similarly, a consumer without a imaging businesses, especially in opportunity for a complementary, MMS capable phone may want to The key element in MMS network forecast with maps and images adds Picture Messaging digital cameras, is offering new easy-to-use, mobile messaging greet a friend by sending a MMS and architecture is the MMSC, based on notably to the value of the service. Picture Messaging is capable of means of instant photography — solution that can be accessed do this by the means of SMS. WAP technology. MMSC enables sending a simple picture message point, shoot and the picture is ready virtually anywhere, any time. multimedia messages to be sent with By April 1999 there were approxi- from terminal to terminal or from a to be transmitted. Sharing the Multimedia messaging delivers these various content types from terminal mately 1 billion SMS's sent every web site to a terminal via SMSC. experience by transmitting pictures is e-mail benefits more easily. to terminal, with instant delivery. It month in Europe alone. And the Sending and receiving a picture the most important driver of instant In addition to using the Multimedia supports flexible addressing -to both growth has been tremendous, since message is a similar operation to photography. And although photo- Messaging Service Center (MMSC) familiar phone numbers (MSISDN) worldwide over 15 billion SMS's were that of an SMS, so consumers do not processing players drive the digital application interface for connecting and e-mail. MSISDN addressing sent per month by December 2000. have to learn a completely new offers ease of use by the consumer Messaging as a concept and as a service and user interface -clearly a and control of the business by the data service has been extremely well boost towards adoption. Picture operator. In the Nokia solution, received by consumers and it has Messaging combines the ease of use similar pricing models to SMS are become a very profitable business for of SMS with the enjoyment of used and operators can use iniator- network operators. Therefore, as a expressing oneself with pictures. based billing. Furthermore, one of follower of the massive success and the pricing principles is that this development path of SMS also MMS service should be a mass market is expected to be a major attraction. oriented i.e. mass market pricing levels should be applied from the start.
Short Message Service (SMS) Originally launched in 1992, SMS has become the most successful wireless data service. Although, SMS has mainly been used for person-to- person messaging also services from application to person are highly popular, and with MMS they can become much richer content wise. For instance, getting a weather
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Additional advantages include Nokia offers operators its Picture Multimedia Messaging Multimedia Messaging familiar phone numbers as the Messaging Application, a content- Service – introducing digital Service (MMS) addressing technique and instant creation tool based on the Nokia image input Multimedia Messaging Service delivery to the receiving terminal. Artuse™ Messaging Platform. Digital image input is the next step enables messaging with full content Picture Messaging content consists Picture Messaging Application towards visual mobile versatility, including images, audio, Cellular Internet of the following elements: includes a download of ready-made communication —personal video, data and text, from terminal Network • A black-and-white picture, pictures, plus the possibility of multimedia. It is a simple, easy-to- to terminal or from terminal to e- up to 72 x 28 pixels (W x H) drawing pictures and writing a use method of sending a photograph mail. MMS delivers a location- • A short greeting displayed after personal greeting. Users will be with a short message from terminal independent, total communication GSM / GPRS (below) the picture. Maximum size supported by Nokia services, to terminal or from terminal to e- experience. Despite the full of the greeting is 120 characters in enabling personalised content mail. Creating, sending, receiving versatility of content the service is, WAP standard GSM alphabet or creation at the terminal, the Internet and forwarding such multimedia from the user point of view, a 60 Unicode characters. or PC. messages is similar to SMS and simple, logical extension of Text 3G Picture Messaging. Messaging (SMS) and Picture Messaging. The Image Message content Nokia MMS Center comprises: MMS content can include one or • A picture (JPEG or equivalent) several of the following content Figure 2. Nokia Multimedia Messaging network architecture • A Unicode text displayed below or types, with minimal restrictions to beside the picture. message size or format: • Picture To enable Multimedia Messaging, a • Data Figure 3. Multimedia Messaging Service (MMS) terminal with an integrated or • Text connected camera and sufficient • Audio image-display capabilities is needed. • Video In addition, the Multimedia MMS is currently mature for Messaging Service Center is required implementation. Given its pivotal to perform the required store and position in both SMS and Picture forward operations. Messaging, Nokia is well positioned @ to establish MMS as a globally Cellular Network Imaging functionality opens the way standardised open platform, pushing Versatile multimedia content to fast market entry and market MMS acceptance forward and created by the user development for MMS. To ensure offering first-mover benefits to compatibility and interoperability leading operators and consumers. with digital imaging devices, Nokia Already now MMS is fully Nokia MMS Center is actively investigating interoperable with current SMS Mobile to mobile Application to mobile and developing phone-camera devices, and there are application Mobile to e-mail interface technologies. interfaces for content providers.
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Multimedia messaging data services. MMS is a key value- Demand for applications a huge opportunity especially to 3rd adding service for both operators Although Multimedia Messaging party developers and operators. and service providers because it will mainly be person-to-person For instance, a web tool for sending = multiple benefits includes all messaging functionalities messaging, communication between multimedia messages and an and full content. Investment in users and applications should not be electrical photo album for storage higher-capacity services like GPRS underestimated. purposes could be found from any Multimedia messaging can be used for various purposes and it and WCDMA are, therefore, fully operator's portal as basic will meet the needs of all user segments, especially because the justified by the mass market Currently, about 10 % of messaging applications. business and leisure identities of users are not strictly attracted to MMS applications. Such is related to Internet based separated. Multimedia messaging delivers all categories of investments can have a very short applications, for example, operator To meet the high demand for a new wireless imaging benefits —both everyday utility and the more payback time and they result in a logos. The demand for Internet era of messaging, Nokia will provide emotional elements of sharing and entertainment. high level and quality of services, based applications is growing fast complete solutions for Multimedia based on a reliable and along with new bearers and WAP. Messaging based on mobile device stable messaging platform. Since Multimedia is based on WAP, and infrastructure expertise. Nokia's Advantages for consumers video clips, city maps, graphs, Advantages for the WAP enabled Multimedia end-to-end solution will include Multimedia Messaging promotes layouts, ground plans, cartoons and network operators and In sum, Multimedia Messaging Messaging applications will be of mobile devices supporting Mobile market development by introducing animations can all be transmitted service providers applications are essential drivers of great demand in the future bringing new customer benefits in user- over MMS. There are also more Operators benefit from Picture continuous growth in new services understandable steps, starting by options for business use, enabling Messaging in the form of increased beyond voice - thus increasing adding graphics capabilities to the instant photographs and video clips SMS traffic. What’s more, operators airtime, revenue, service familiar SMS, then expanding into to be captured, selected, sent and and service providers can offer differentiation and customer loyalty. Multimedia Messaging and virtual deleted —all with text and or audio content to users and charge for it in Early adopters will secure a strong presence. What ’s more, Nokia annotations —thereby boosting a similar way to the popular ringing position and accumulate the required Multimedia Messaging services are operational effectiveness and tones in current markets. For them, competencies to be leaders in the based on familiar phone number response times. MMS can be used as wireless data provides the chance to personal multimedia era. addressing, allowing instant delivery a tool for managing work and notably expand their customer base and ease of use. The primary private life. However, the sharing and to increase the number of consumer benefits of sending and and fun aspects cannot be service requests per customer. receiving graphics-based picture underestimated since the business messages are entertainment and and leisure identities of users are not Additional data traffic also enables sharing on the one hand, and strictly separated. operators to profit from personalised practical utility on the other.
Digital image input extends these benefits further. The possibility of taking a snapshot and immediately sending it gives the user an opportunity to share important Own content Digital moments with remote friends and Image Input colleagues. There are also more Picture options for business use, enabling Messaging Multimedia instant photographs with text Ready-made Content annotations to be captured, selected, content sent and deleted. Fun & Sharing Utility Finally, the full content versatility of = Experience MMS means that multimedia content, including photographs, Figure 4. The customer benefits of Nokia Multimedia Messaging
10 11 13 experiences experiences with her family back home by sending an electronic postcard created herself by photographing some of the attractions and adding a greeting. a she receives A minutes later, few reply from home telling her that is everything OK — with a picture of it. son to her prove one-year-old To add some fun to the heavy To ofworkload meetings and visits, a colleague sends Anna the “Dilbert of funny the When it’s Day”. it to enough, a she like- forwards minded colleague at another company. If she can grab some Anna is lucky, Multimedia free time during which Messaging again helps her to communicate. She is enjoying the fascinating city of and Hanover goes sightseeing, sharing her Case history: Multimedia Messaging in action Anna Eklund, Business Development Manager with a major European company is visiting CeBIT, one of the world’s biggest telecommunications exhibitions. She’s scheduled meetings with her customers every day throughout the event. To be as effective as possible, she uses Multimedia Messaging during the meetings — receiving back-up information and concept pictures from her office assistant, writing instant memos annotated with voice and instant photos, and sending them immediately to her boss and colleagues. Anna is also visiting competitors ’booths to study their product plans, demos and latest launches. something interesting Whenever she comes snapshots takes and up, video selects clips, and edits them, annotates them with text or voice, them to her and colleagues forwards in the office information and for action. do Those colleagues who a fully MMS-capable not have an SMS terminal notification receive informing them of a downloadable message in the Internet or Intranet. White Paper rd White Paper generation radio services networks 2Mbps to up capacity • New multimedia • Launch of WCDMA • Enhanced speed and • Introduction of 3 and capacity (EDGE) • Enhanced speed Enhanced • actively developing wireless developing actively protocols to support new messaging services, including both cellular and IP-based services. At the same time, digital imaging rapidly are developing technologies Digital cost to levels. competitive cameras, input and output components, coding algorithms, imaging data formats and portable are all becoming processing power mobile for multimedia use. available As a result of digitisation, pervasive large amounts of ready-made digital content, such as images, be can now produced and consumed in the mobile multimedia environment. Open-terminal the platforms enable seamless integration, connectivity ofand interoperability Nokia products with other data -and telecommunications applications in Multimedia Messaging. packet services for mass market (GPRS) messaging (USSD)
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data at 9.6 kbit/s messaging D • Basic GSM • Smart Evolution of GSM Platform Figure 5. The infrastucture enablers for Multimedia for Figure 5. Messaging enablers - The infrastucture in GSM domain Harnessing the technology As discussed, MMS is a complete end-to-end solution person-to- for person mobile messaging, with full a delivering content versatility, location-independent communication experience. MMS applications build on multiple technical elements, relating to both and infrastructure network terminals. Multimedia Messaging is person-to-person (client-client) terminals, communication between or from terminal to e-mail, enabled by the Multimedia Messaging Service Center. High-speed cellular data services will support wireless various imaging and Multimedia Messaging In applications, as illustrated above. addition to radio access in developments technologies, and TCP/IP protocols such as WAP are important technology enablers Multimedia for Messaging. Nokia is Multimedia, and a comprehensive Operators to solution network for offer Multimedia Messaging. Radio Service General Packet will (GPRS) be network ideal for mobile services. In data networking together addition, Nokia with works 3rd partyand other developers parties MMS. and to deliver develop The Nokia Artuse™ product family operators viable will offer network possibilities to an make move early MMS. in offering attractive with Nokia involved is actively operator oriented application via globallydevelopment operating Nokia Artuse™ Developers an provides The program Program. access to application development tools and environments, expertise combined support.with marketing a There's clear aim to help together with work developers creating operators when network services on value-added attractive such as standard technologies, WAP. 12 MMS Whitepaper V4 9.2.2001 10:45 Page 12 MMS Whitepaper V4 9.2.2001 10:45 Page 14
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Multimedia Messaging is business today
Nokia Multimedia Messaging promises enhanced personal communication for consumers, facilitating the new communication styles and needs of the Mobile Information Society. It delivers utility and ease of use, as well as sharing and fun.
For network operators, Nokia continue to create completely new straightforward to implement MMS Multimedia Messaging comprises a product categories.The development to existing networks. Along with the natural application migration path of digital technologies and 3G perpetually quickening pace of from SMS via Picture Messaging and wireless enables the creation of an development in every technological Digital Image Input to Multimedia extremely interesting range of new field, the right MMS strategy should Messaging Service (MMS). Natural mobile multimedia terminals. Nokia be created now. With the right application migration spells believes that success is achieved by strategy Operators can be first to profitable business since value-added introducing terminals that market and start gaining valuable services and personalised simultaneously combine a selected market experience. applications for data will be set of services and a mobile important operator revenue creators application platform for In other words, we're ready to show over the next few years. personalisation. To support and you how MMS can become a reality complete a total end-to-end solution, for your business right now. But Multimedia Messaging is also Nokia is continuously developing the profitable business today. The Nokia Artuse™ Messaging Platform popularity of SMS and the as well as other Nokia Artuse ™ emergence of an instant culture messaging products. suggest there is already significant demand for personal communication In addition to current products and enhanced by visual content. Success applications, Nokia has now set a in this new market is dependent on special emphasis on bringing investing in the right technology, creativity to mobile multimedia. creating the right applications and Based on extensive mobile device starting with a Multimedia and infrastructure expertise Nokia Messaging strategy now. will provide complete Multimedia Messaging solutions, including Why Nokia? MMS capable terminals and network Nokia is the world's foremost mobile infrastructure. The key element in an phone supplier and a leading MMS network will be the provider of mobile and fixed telecom Multimedia Messaging Service networks together with related Center, based on WAP technology. customer services. Thanks to our Since the technology needed is pole position in the industry, we already in place, it will be
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