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Putting more fun into MMS
Making services fun, compelling and, above all, easy to use can have a dramatic impact on their adoption by subscribers. The end-user experience is key.
When Spanish operator Telefónica launched an innovative MMS service during the 2007-2008 winter holiday season, it saw a dramatic rise in MMS use. Over just a three-week period, some 500,000 messages were sent through the application.
Called FUN MMS, the service gave Telefónica subscribers an eye-catching way for them to contact friends and family over the holiday and New Year period. The service manipulated images to show the user or other people in Santa hats, with reindeer horns, or surrounded by snow, greetings or other festive additions. The user simply sent a picture to the application together with a keyword selecting one of the themes. The application automatically changed the image and returned it to the end user who could then add a message before sending to friends and family.
Easy and personal
"Most people don't know what they can do with MMS. By letting them send a funny picture instead of just an SMS, we made the service more personalized. People didn't have to be technical as the pictures were manipulated automatically. It was really important for the service to be easy to use," says Lubrez.
To make the user experience even easier and stimulate further use, the keywords of all the themes were returned to the user with the modified picture. "This encouraged repeat use, end users didn't even have to remember the keywords," Lubrez comments.
Telefónica and Nokia Siemens Networks work closely together on marketing, with the campaign being co-branded. Nokia Siemens Networks provided the platform, eliminating the need for Telefónica to make any infrastructure investments. An external agency created the visual concept and designs and hosted the service, while the Telefónica development department ensured compatibility between its systems and the application.
Telefónica promoted FUN MMS through various media channels, such as newspaper adverts, emails and banners on key web pages. The adverts were all co-branded to reflect Nokia Siemens Networks' involvement in the project.
Creating a younger image
According to Lubrez, FUN MMS helped to boost the image of Telefónica's Movistar brand among younger users. "This segment is a key focus to help increase our market share."
The FUN MMS campaign ended in January/February, but Telefónica is so impressed that new campaigns are in the planning. With the nuts and bolts of the service already established, it will be easy to re-use the model for other MMS campaigns in the future. Plans in the pipeline include football themes, a Halloween theme and birthdays.