Nokia Multimedia Messaging - TelecomsPortal · Nokia Multimedia Messaging delivers the benefits of...

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Nokia Mobile PhonesP.O. Box 100FIN-00045 NOKIA GROUPFinlandTel: +358 10 5051Fax: +358 10 505 5768

www.nokia.com

As SMS evolves to Mobile Multimedia,profitable opportunities abound

Nokia MultimediaMessaging

White Paper

Inside this brochurePage

Multimedia messaging at a glance 3Executive summary

Addressing the Mobile Information Society’s demands 4Introducing the Multimedia Message ServiceNew market drivers

Smoothing the path to a new messaging world 6The SMS - Picture Messaging - MMS evolution

Multimedia messaging = multiple benefits 8Advantages for consumers, operators and service providersCase history: Multimedia messaging in action

Multimedia messaging is today’s big business opportunity 10Your move - with Nokia as the perfect partner

Nokia Multimedia Messaging . . . . Nokia Multimedia Messaging . . . . Nokia Multimedia Messaging . . . . Nokia Multimedia Messaging . . . . Nokia Multimedia Messaging . . . . Nokia Multimed

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Executive Summary

The Nokia Multimedia MessagingSolution facilitates new styles ofcommunication that respond to the needs of the Mobile InformationSociety — a society in which wireless-literate consumers are more mobilethan ever while the division betweentheir personal and business livesbecomes increasingly blurred.

Nokia’s approach is based upon aseries of evolutionary steps: SMS(text), Picture Messaging (text andgraphics), MMS - MultimediaMessage Service (digital image input)and Mobile Multimedia (new contenttypes). MMS is the most versatilemessaging service, including all thefeatures and content types of thepreceding services. It is likely thatMMS will be introduced in severalphases, each adding successively more functionality.

The Nokia Multimedia MessagingSolution delivers tangible benefits to consumers and network operatorsalike. For the consumer, it offers every category of wireless imagingconsumer benefit: simple utility,straightforward sharing of infor-mation and experience, and sheer fun.

Adaptable to a wide range ofpurposes, it will meet the needs of all user segments.

For network operators and serviceproviders, multimedia messagingapplications are the essential driversof continuous growth in new servicesbeyond voice. They promise significant increases in airtime,revenue, service differentiation andcustomer loyalty. Early adopters willsecure a strong position andaccumulate the requiredcompetencies to be the leaders in the personal multimedia era.

An "instant" culture with newcommunication styles and needs is emerging. The Internet is goingmobile. The popularity of SMS, theemergence of "the new mobile phonegeneration", the popularity of sendingtraditional postcards, growinginternet and email penetration andusage — all suggest huge marketpotential for multimedia messaging.

Multimedia messaging at a glance

dia Messaging . . . . Nokia Multimedia Messaging . . . . Nokia Multimedia Messaging . . . . Nokia Multimedia Messaging . . . . Nokia Multimedia Messaging . . . . Nokia Multimedia Messaging .

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Nokia Multimedia Messaging delivers the benefits of solutions that integrate growing demands forenhanced mobile communication with our provencapabilities in developing and delivering complete end-to-end solutions. In the Mobile InformationSociety, one such demand is for instant communication— creating and consuming content on the fly.Fortunately, multimedia messaging can deliver.

Addressing the Mobile Information Society’s dem

Multimedia Message Service

Nokia is a trendsetter in wirelesssolutions for the personal messagingmarket. We are committed todeveloping core applications formultimedia messaging services whileproviding compatibility with othernon-core messaging areas.

Nokia's Multimedia Message Service(MMS) comprises a complete end-to-end solution for person-to-personmobile messaging, from terminal toterminal, from terminal to Internet, or Internet to terminal. It allows full content versatility, includingimages, audio, video, data and text, in any combination. MMS delivers a location-independent, totalcommunication experience.

Nokia is actively participating in thedevelopment of WAP to support MMSand, within 3GPP (3rd GenerationPartnership Program), a bearer serviceincluding optimal support formultimedia messaging. As a global,bearer-independent solution, WAPallows multimedia messaging in allproduct categories.

For consumers, MMS delivers easy-to-use fun and utility. Fornetwork operators it offers a future-proof, evolutionary migration pathand thus profitable business - seefigures 1 and 2.


The global mobile communicationsindustry is currently evolving fromvoice-driven communication topersonal multimedia via text- andimaging-driven intermediate stages.Mobile communication andconnectivity are essential elements of the Mobile Information Society,especially when enhanced with visualcontent. At the same time, the focusof the mobile communicationsindustry is shifting from technology-led applications to application-ledsolutions where applications driveboth infrastructure and terminalevolution.

The 1st and 2nd generation systemsof mobile communications were to a large extent technology-led. The latest developments in 2nd generation and more especially3rd generation systems will introducethe industry to a new paradigm whereapplications utilize infrastructure andterminals in different combinations.

In order to capitalize on thisincreasingly application-ledmarketplace, Nokia intends to befirmly proactive. We are identifyingnatural migration paths that willboost the adoption of new productsand services, thus expanding theaddressable market.

Fig. 1 The multimedia messaging migration path

MultimediaMessageService

MobileMultimedia

Digitalimage input

Newcontenttypes

PictureMessaging

Text &Graphics

Text

SMS

Time

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Get the picture?

Creating and sending instantphotographs with text can be seen as a substitute for mailing physicalpostcards. The traditional postcardmarket has always been highlyseasonal, dominated by printedgreeting cards. Market statistics are impressive: in 1997, Americansdispatched more than 7 billion cards,while the Japanese send almost 5 billion New Year cards every year.The estimated value of these marketsin 1998 was US$5.5 billion in the USand US$1.6 billion in Japan.

There is huge potential for differentcontent types, such as graphics, stillimages, animations and video clipscombined with at least one of theother types. The emphasis in personalcommunication is shifting from earsto eyes.

Meanwhile rapid growth in digitalimaging businesses, especially indigital cameras, is offering newmeans of instant photography —point, shoot and the picture is readyto be transmitted. Sharing theexperience by transmitting pictures isthe most important driver of instantphotography. And although photo-processing players drive the digitalimaging industry and still want toprint the images, consumers arestarting to demand an easier way,independent of location and time.

Mobile messaging made easy

The number of internet subscriptionsis growing rapidly and subscribersrank email high in the lists ofapplications they find most useful.However, current email systems havetheir limitations: software takes timeto load and access to the inbox islimited outside corporate premises.

These factors point to a clear marketopportunity for a complementary,easy-to-use, mobile messagingsolution that can be accessedvirtually anywhere, any time.Multimedia messaging delivers these email benefits more easily.

mands

New generation, new market drivers

The new mobile phone generation isbehaving differently and developingentirely new usage patterns. In Finland, global laboratory of theMobile Information Society, morethan half a typical teenager’s mobilephone bill is made up of charges forshort messages. For these youngpeople, the average number ofmessages per month can be morethan one hundred - and that figure is growing fast. Messaging representsa flexible, easy-to-use and highlypersonal communication style for the new mobile phone generation.

As these figures suggest, in additionto content ready-made by terminalmanufacturers and network operators,content creation and distribution is often performed by consumersthemselves. He or she becomes bothdeveloper and consumer of content,for example by creating an imagemessage from a snapshot and textbefore sending it to a friend or a colleague. The same user can alsoemploy terminal defaults or networkoperator services in their messagecreation.


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MMSHigh-End

Mid-End

Entry Level

Time

PictureMessaging

The key element in MMS networkarchitecture is the MultimediaMessage Service Center (MMSC),based on WAP technology. MMSCenables multimedia messages to besent with various content types fromterminal to terminal, with instantdelivery. It supports flexibleaddressing - to both familiar phonenumbers (MSISDN) and email.MSISDN addressing offers ease of useby the consumer and control of thebusiness by the operator. In the Nokiasolution, operators can usetransaction-based billing.

PictureDataTextAudioVideo

MMS is currently being defined andspecified, prior to the standardizationprocess in WAP Forum and 3GPP.Given its pivotal position in both SMSand Picture Messaging, Nokia is wellpositioned to establish MMS as a globally standardized open platform,pushing MMS acceptance forwardand offering first-mover benefits to leading operators and consumers.

Multimedia MessageService (MMS)

Originally launched in 1992, SMS hasbecome the most successful wirelessdata service. By late 1998 there wereapproximately 30 million active SMSusers worldwide. Messaging as a concept and as a data service hasbeen very well received by consumersand it has become a very profitablebusiness for network operators.

Smoothing the path to anew messaging world

Nokia’s migration path in multimedia messagingbuilds on the well-established SMS paradigm byadding new functionality and new content types inuser-understandable steps. Because consumers canrelate to the new messaging services as "enhancedSMS", the barriers for adopting them will be significantly reduced, leading to rapid take-up andhigh penetration, and paving the way towardspersonal mobile multimedia.

Digital Image Input is the next steptowards visual mobile communication— personal multimedia. It is a simple,easy-to-use method of sending aphotograph with a short messagefrom terminal to terminal or fromterminal to email. Creating, sending,receiving and forwarding imagemessages is similar to SMS andPicture Messaging.

The Image Message contentcomprises:

A picture (JPEG or equivalent)A Unicode text displayed below or beside the picture.

To enable Image Messaging, a terminal with an integrated orconnected camera and sufficientimage-display capabilities is needed.In addition, the Multimedia MessageService Center is required to performthe required store and forwardoperations.

Digital Image Input functionalityopens the way to fast market entryand market development for MMS. To ensure compatibility andinteroperability with digital imagingdevices, Nokia is actively investigatingand developing phone-camerainterface technologies.

Picture Messaging

Multimedia message service enablesmessaging with full contentversatility, including images, audio,video, data and text, from terminal to terminal or from terminal tointernet. MMS delivers a location-independent, total communicationexperience. Despite the full versatilityof content the service is, from theuser point of view, a simple, logicalextension of Text Messaging (SMS)and Picture Messaging.

MMS content can include one orseveral of the following contenttypes, with minimal restrictions to message size or format:

Picture Messaging is capable ofsending a simple picture messagefrom terminal to terminal or from a web site to a terminal via SMSC.Sending and receiving a picturemessage is a similar operation to thatof an SMS, so consumers do not haveto learn a completely new service anduser interface - clearly a boosttowards adoption. Picture Messagingcombines the ease of use of SMS withthe enjoyment of expressing oneselfwith pictures.

Short Message Service(SMS)

Additional advantages includefamiliar phone numbers as theaddressing technique and instantdelivery to the receiving terminal.

Picture Messaging content consists of the following elements:

A black-and-white picture, up to72 x 28 pixels (W x H)A short greeting displayed after(below) the picture. Maximum sizeof the greeting is 120 charactersin standard GSM alphabet or 60 Unicode characters.

Nokia offers operators its PictureMessaging Application, a content-creation tool based on the NokiaArtus Messaging Platform. PictureMessaging Application includes a download of ready-made pictures,plus the possibility of drawingpictures and writing a personalgreeting. Users will be supported byNokia services, enabling personalizedcontent creation at the terminal, the internet or PC.

Multimedia MessageService — introducingdigital image input

Nokia Multimedia Messaging . . . . Nokia Multimedia Messaging . . . . Nokia Multimedia Messaging . . . . Nokia Multimedia Messaging . . . . Nokia Multimedia Messaging . . . . Nokia Multimedia Messaging . . . . Nokia Multimedia Messaging . . . . Nokia Multimedia Messaging . . . . Nokia Multimedia Messaging . . . . Nokia Multimedia Messaging . . . . Nokia Multimedia Messaging .

The application migration pathcomprises three evolutionary steps:Picture Messaging, Digital ImageInput and Multimedia MessageService (MMS).

Fig. 2 Multimedia messagingmigration in Nokia terminals

Fig. 3 Nokia Multimedia Messaging network architecture

Fig. 4 Picture Messaging Fig. 5 Multimedia Message Service

PacketSwitched

CircuitSwitched

DataNetwork

MMSCCellular Network

UMTSBackbone

MMSC

@Picture MessagesElectronic PostcardsInstant PicturesInstant VideoAudio Messages.... and different combinations

• Mobile to mobile

• Web to mobile

• 2-way internet & mobile8 bit SMSC

Cellular


• Web to mobile

GSMNetwork

NAMP

PictureMessagingApplication

6 7

The key element in MMS networkarchitecture is the MultimediaMessage Service Center (MMSC),based on WAP technology. MMSCenables multimedia messages to besent with various content types fromterminal to terminal, with instantdelivery. It supports flexibleaddressing - to both familiar phonenumbers (MSISDN) and email.MSISDN addressing offers ease of useby the consumer and control of thebusiness by the operator. In the Nokiasolution, operators can usetransaction-based billing.

PictureDataTextAudioVideo

MMS is currently being defined andspecified, prior to the standardizationprocess in WAP Forum and 3GPP.Given its pivotal position in both SMSand Picture Messaging, Nokia is wellpositioned to establish MMS as a globally standardized open platform,pushing MMS acceptance forwardand offering first-mover benefits to leading operators and consumers.

Multimedia MessageService (MMS)

Digital Image Input is the next steptowards visual mobile communication— personal multimedia. It is a simple,easy-to-use method of sending aphotograph with a short messagefrom terminal to terminal or fromterminal to email. Creating, sending,receiving and forwarding imagemessages is similar to SMS andPicture Messaging.

The Image Message contentcomprises:

A picture (JPEG or equivalent)A Unicode text displayed below or beside the picture.

To enable Image Messaging, a terminal with an integrated orconnected camera and sufficientimage-display capabilities is needed.In addition, the Multimedia MessageService Center is required to performthe required store and forwardoperations.

Digital Image Input functionalityopens the way to fast market entryand market development for MMS. To ensure compatibility andinteroperability with digital imagingdevices, Nokia is actively investigatingand developing phone-camerainterface technologies.

Multimedia message service enablesmessaging with full contentversatility, including images, audio,video, data and text, from terminal to terminal or from terminal tointernet. MMS delivers a location-independent, total communicationexperience. Despite the full versatilityof content the service is, from theuser point of view, a simple, logicalextension of Text Messaging (SMS)and Picture Messaging.

MMS content can include one orseveral of the following contenttypes, with minimal restrictions to message size or format:

Multimedia MessageService — introducingdigital image input


Fig. 3 Nokia Multimedia Messaging network architecture

Fig. 5 Multimedia Message Service

PacketSwitched

CircuitSwitched

DataNetwork

MMSCCellular Network

UMTSBackbone

MMSC

@Picture MessagesElectronic PostcardsInstant PicturesInstant VideoAudio Messages.... and different combinations


• Web to mobile

• 2-way internet & mobile

Cellular

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Advantages for consumers

Multimedia messaging promotesmarket development by introducingnew customer benefits in user-understandable steps, starting byadding graphics capabilities to thefamiliar SMS, then expanding intomultimedia messaging and virtualpresence. What’s more, NokiaMultimedia messaging services arebased on familiar phone numberaddressing, allowing instant deliveryand ease of use.

The primary consumer benefits ofsending and receiving graphics-basedpicture messages are entertainmentand sharing on the one hand, andpractical utility on the other.

With many leisure-time applications,Picture Messaging extends thegraphic possibilities of SMS, until now purely text-based. The content of picture messages is mostly ready-made and Nokia is participating inproducing it.

Digital image input extends thesebenefits further. The possibility oftaking a snapshot and immediatelysending it gives the user anopportunity to share importantmoments with remote friends andcolleagues. There are also moreoptions for business use, enablinginstant photographs with textannotations to be captured, selected,sent and deleted.

Finally, the full content versatility ofMMS means that multimedia content,including photographs, video clips,city maps, graphs, layouts, groundplans, cartoons and animations canall be transmitted over MMS. Thereare also more options for business

use, enabling instant photographs andvideo clips to be captured, selected,sent and deleted — all with text andor audio annotations — therebyboosting operational effectivenessand response times. MMS is a tool for managing work and private life.However, the sharing and fun aspectscannot be underestimated since thebusiness and leisure identities ofusers are not strictly separated.

Advantages for network operatorsand service providers

Operators benefit from PictureMessaging in the form of increasedSMS traffic. What’s more, operatorsand service providers can offercontent to users and charge for it in a similar way to the popular ringingtones in current markets.

Additional data traffic also enablesoperators to profit from personalized

data services. MMS is a key value-adding service for both operators andservice providers because it includesall messaging functionalities and fullcontent. Investment in higher-capacity services like GPRS andWCDMA are, therefore, fully justifiedby the mass market attracted to MMSapplications. Such investments canhave a very short payback time andthey result in a high level and qualityof services, based on a reliable andstable messaging platform.

In sum, multimedia messagingapplications are essential drivers ofcontinuous growth in new servicesbeyond voice - thus increasingairtime, revenue, service differentiationand customer loyalty. Early adopterswill secure a strong position andaccumulate the required competenciesto be leaders in the personalmultimedia era.


Multimedia messaging = multiple benefits

Multimedia messaging can be used for variouspurposes and it will meet the needs of all usersegments, especially because the business andleisure identities of users are not strictly separated.Multimedia messaging delivers all categories ofwireless imaging benefits — both everyday utilityand the more emotional elements of sharing and entertainment.

Fig. 6 The customer benefits of Nokia Multimedia Messaging

DigitalImage Input

Own content

Ready-madecontent

Fun & Sharing= Experience

Utility

MultimediaContent

PictureMessaging

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Harnessing the technology

As discussed, MMS is a complete end-to-end solution for person-to-person mobile messaging, with fullcontent versatility, delivering alocation-independent communicationexperience.

MMS applications build on multipletechnical elements, relating to bothnetwork infrastructure and terminals.Multimedia messaging is person-to-person (client-client) communicationbetween terminals, or from terminalto email, enabled by the MultimediaMessage Service Center.

High-speed cellular data services willsupport various wireless imaging andmultimedia messaging applications,as illustrated above.

In addition to radio accesstechnologies, developments inprotocols such as WAP and TCP/IP are important technology enablers for multimedia messaging. Nokia isactively developing wireless protocolsto support new messaging services,including both cellular and IP-basedservices.

At the same time, digital imagingtechnologies are developing rapidly to competitive cost levels. Digital

cameras, input and output components,coding algorithms, imaging dataformats and portable processingpower are all becoming available formobile multimedia use. As a result of pervasive digitization,large amounts of ready-made digitalcontent, such as images, can now beproduced and consumed in the mobilemultimedia environment.

Open-terminal platforms enable theseamless integration, connectivity and interoperability of Nokia productswith other data - and telecommuni-cations applications in multimediamessaging.


Case history: multimedia messaging in action

Marie von Artus, Business Development Manager with a major European company is visiting CeBIT, one of theworld’s biggest telecommunications exhibitions. She’s scheduled meetings with her customers every daythroughout 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 annotatedwith voice and instant photos, and sending them immediately to her boss and colleagues.

Marie is also visiting competitors’ booths to study their product plans, demos and latest launches. Wheneversomething interesting comes up, she takes snapshots and video clips, selects and edits them, annotates them withtext or voice, and forwards them to her colleagues in the office for information and action. Those colleagues whodo not have a fully MMS-capable terminal receive an SMS notification informing them of a downloadablemessage in the internet or intranet.

To add some fun to the heavy workload of meetings and visits, a colleague sends Marie the “Dilbert of the Day”.When it’s funny enough, she forwards it to a like-minded colleague at another company.

If Marie is lucky, she can grab some free time during which multimedia messaging again helps her tocommunicate. She is enjoying the fascinating city of Hanover and goes sightseeing, sharing her experiences withher family back home by sending an electronic postcard created herself by photographing some of the attractionsand adding a greeting. A few minutes later, she receives a reply from home telling her that everything is OK —with a picture of her one-year-old son to prove it.

Fig. 7 The infrastructure enablers for multimedia messaging — Case GSM

Develop

ment of

Radio T

echnol

ogy

Evolution of GSM Platform

2001Enhanced speed and capacity (EDGE)

1999Internet-like IP packet services for mass market (GPRS)& Interactive messaging (USSD)

1998Landline-like circuit services (HSCSD)

1997Basic GSM data at 9.6 kbit/s & Smart messaging

Introduction of 3rd generation radio2001-2002New multimedia servicesLaunch of WCDMA networksEnhanced speed and capacity up to 2Mbps

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Multimedia messaging is business today


Nokia Multimedia Messagingpromises enhanced personalcommunication for consumers,facilitating the new communicationstyles and needs of the MobileInformation Society. It delivers utilityand ease of use, as well as sharingand fun.

For network operators, NokiaMultimedia Messaging comprises a natural application migration pathfrom SMS via Picture Messaging andDigital Image Input to MultimediaMessage Service (MMS). Naturalapplication migration spells profitablebusiness since value-added servicesand personalized applications for datawill be important operator revenuecreators over the next few years.

But multimedia messaging is alsoprofitable business today. Thepopularity of SMS and the emergenceof an instant culture suggest there isalready significant demand forpersonal communication enhanced byvisual content. Success in this newmarket is dependent on investing inthe right technology, creating theright applications and starting with a multimedia messaging strategy now.

Why Nokia?

Nokia is the world's foremost mobilephone supplier and a leading providerof mobile and fixed telecom networkstogether with related customerservices. Thanks to our pole positionin the industry, we continue to createcompletely new product categories.The Nokia 7110 - world's first mediaphone. The Nokia 9110 Communicator- world's first all-in-one communicatorproduct, now with wireless imaging.The Nokia 3210 - world's first phonecapable of picture messaging.

To support and complete a total end-to-end solution, Nokia iscontinuously developing the NokiaArtus Messaging Platform.

We can provide complete solutionsfor the Mobile Information Society,based on terminal and infrastructureexpertise, covering bothtelecommunications and datacommunications products and services.In other words, we're ready to showyou how MMS can become a realityfor your business right now.


11

© N

okia

199

9. N

okia

and

Nok

ia C

onne

ctin

g Pe

ople

are

reg

iste

red

trad

emar

ks o

f N

okia

Cor

pora

tion.

Nokia Mobile PhonesP.O. Box 100FIN-00045 NOKIA GROUPFinlandTel: +358 10 5051Fax: +358 10 505 5768

www.nokia.com

As SMS evolves to Mobile Multimedia,profitable opportunities abound

Nokia MultimediaMessaging

White Paper

Nokia Multimedia Messaging - TelecomsPortal · Nokia Multimedia Messaging delivers the benefits of...

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