What is MMS?


The Multimedia Messaging Service (MMS) was the first step in the evolution of SMS. Initially, the text messaging service was meant for for alphanumeric characters alone. However, through commercial and domestic demand the honing of the technology and cell network infrstructure naturally evolved. MMS refers to a service that allows an individual to send image, audio and video files to a smart phone across a cellular network.

Although MMS works in much the same way as SMS, there are particular technological differences. Unlike SMS, the charge is not just billed to the sender but also to the recipient since the individual will have to download the media. Initially, during its inception in 2005, there were still phones that would not support MMS technology, this was due to lack of data / bandwidth availability either on their Cell account or handset capabilities. Through handset evolution we no longer have these compatibility issues.

Just as is the case with instant messaging apps, there are limits to the size of media that can be sent via MMS. These limits are determined by the network service provider to avoid overloading the network. Be that as it may, MMS is still one of the most widely used media sharing services around the world.

Using MMS Marketing


The procedure for sending and viewing an MMS is the same as that of sending and receiving SMS albeit with minor software adjustments. After receiving an MMS, your phone will automatically download it, charges may apply during the download process. You can then proceed to open the message or view it enlarged.

There are two approaches to sending an MMS, one of which begins with selecting the media file that you intend to send and then selecting to share it. One of the options listed is the text messaging app, which you should select. After that, you need to select and/or enter the recipient’s phone number then send it. The upload could take some time.

Cellcast makes it easy to implement media, simply craft your message and select, audio, video, animated GIF or static images to include, the system will advise you if your choice of file is outside the required parameters.

Benefits of MMS


1000 Characters limit


MMS enjoys a healthy 1000 character limit per message, not including image and subject if desired. Attach campaign specific imagery for your products and compliment your content to further improve engagement, using logo’s will also increase brand exposure and recognition.

Greater engagement


An MMS captures recipients’ attention and coveys the message more effectively. We have discovered that an individual is more likely to open and respond to an MMS than an SMS, email or other forms of communication. A captivating video does effectively attract a prospective customer to a product, in comparison to a plain text description.



MMS is advantageous over text as it supports more content. A salesperson can send pictures, audio, recordings and video to a recipient, a wealth of content which allows for greater diversity. By providing different avenues to communicate through, MMS makes sales easier as a picture tells a thousand words

Why it is ideal for marketing


MMS is arguably more ideal for marketing than SMS, whilst it combines the best of both. Even with the higher price point considered, MMS still outperforms on ROI as a clear profitable marketing platform.

Essentially there are considerably higher open and conversion rates through the use of media for marketing. The personal nature of MMS and the use of engaging and entertaining media work to guarantee the increased open and customer conversion rates. MMS is also ideal for marketing because it reaches a personal device.

We find that the younger generation is more likely to respond to texts, media files showing higher engagement and response rate, increasing the effectiveness of the marketing campaign. Sending pictures and videos of your products is an improved way of driving sales through awareness, in comparison to plain text descriptions. More so, the content can be personalized so that it speaks directly to the client’s interests. Cellcast MMS & SMS mobile marketing platform is a highly advanced yet simple communication tool for any size business.

Working around the limitations of both SMS and MMS


There are certain approaches to bulk / mass marketing which should be considered before commencing your campaigning. Generally people dislike sales pitches via text or MMS from  companies to which they have no affiliation. Mining user numbers or generating random numbers should, therefore, be greatly discouraged as a way of getting through to your intended market. Ensure you use clean lists and complete a cost-benefit analysis before investing. Using the Cellcast MMS & SMS mobile marketing platform guarantees that you will remain within the parameters of the law within Australia & NZ.



SMS and MMS allow for high impact marketing and communication for B2B and B2C. Each are modes of communication that have been sustained since the first SMS was sent in the 1990.

Since, we have created methods of sending and reporting which make mobile marketing the most powerful form of communication ensuring it will remain a staple, rivaling emerging technologies.

Businesses that aim to use either SMS or MMS for their marketing should take into account how they will provision and respect privacy as such a powerful tool can be damaging when abused. Cellcast abides by the Australia privacy laws to ensures we meet criteria through observing legislation. Your mobile marketing partner Cellcast MMS & SMS bulk messaging platform.


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