Single short code could save MMS

UNTIL NOW any content provider which wanted to attract input from cameraphone users had to jump through hoops to get people to use MMS (multimedia messaging). At CeBIT, Convisual announced that it can offer one short code to provide access for both text (SMS) and MMS messages.

In essence, if you were a TV station - for example - and wanted to let viewers send in the silly photos they'd taken, you'd probably have given out an email address. Now they can send the photos to a shortcode - usually a 5 digit number - no matter which German network they are on.

Obviously Convisual expects to roll out this facility to other global markets. But it also wants to help businesses push content out via MMS as well. It's worked with BMW's credit card company over Formula One content. If you sign up for the card, you can get F1 clips via MMS for free.

What's holding back MMS specialists like Convisual is a lack of alliances. They need to find content owners who need to reach mobile phone owners. To date this industry has been mostly inward facing, with the messaging specialists servicing the network operators and not the media companies.