Advantages and disadvantages of MMS and SMS.

1, MMS advertising has a wide coverage and directly faces the consumer groups. At present, the latest statistics show that the number of mobile phone users in China has reached 400 million, the penetration rate of mobile phones has reached 30 per 100 people, and the number of MMS mobile phone users is nearly 1 100 million. With the upgrading of mobile phones, MMS mobile phones will become more and more popular and users will increase. Compared with the low yield and unpredictability brought by the multiple selectivity of traditional media, it has incomparable innate advantages such as high coverage frequency and large coverage.

2, MMS advertising is a brand-new form of media communication, fashionable and novel!

High arrival rate, strong timeliness, reading rate 100%. After the MMS advertisement was successfully sent, even if the user didn't have time to view it at that time, he would browse it in his spare time, which is incomparable in timeliness to TV advertisements that passed by in a flash and newspaper advertisements that are voluminous. At the same time, users who make exquisite MMS advertisements will save them and even forward them to relevant relatives and friends in need for reference, which can play a long-term social benefit.

3. Accurately locate consumers

The recipients of MMS advertisements are middle-and high-income MMS mobile phone holders with the most spending power, and they are willing to accept new things. It is the best way for businesses to meet one-to-one marketing needs, accurately target the target consumers, release flexibly, and send it to the target customers in a fixed direction without scheduling in advance, so that your advertising investment can be more direct and efficient!

4. MMS advertising costs are low

It only takes tens of thousands of yuan to send messages to 6.5438+0 million customers. Compared with this, the traditional advertising investment cost of hundreds of thousands of millions of yuan has been reduced by several times or even dozens of times, and it has a high cost performance.

5. MMS group advertisements are rich in content. A multimedia message can hold tens of thousands of characters, and you can show your advertisement in front of your customers in an illustrated way, which is an incomparable advantage of traditional SMS advertising.

6, the tariff is cheap

Sending MMS is charged by the article. Send MMS 0. 15 yuan/message inside and outside the domestic network in the dynamic zone (except Hong Kong, Macao and Taiwan). There is no charge for no use, free reception, free GPRS traffic, and no roaming charge for domestic roaming using MMS. 1. Marketing problems

There was a misunderstanding when the MMS service was launched. It is generally believed that the biggest selling point of MMS is to send photos, while ignoring other important functions of MMS. At the end of 2002, Guangdong Modern International Market Research Co., Ltd. conducted a survey on MMS services in Beijing, Shanghai and Guangzhou, showing that 43% of consumers have heard of MMS services, while 57% of visitors have not. If you don't need to change your current mobile phone, 37% of people will consider using MMS as a new service, while 13% of users have not decided yet, and other users said they would not consider using MMS.

2. Terminal problem

MMS service is transmitted on high-speed channel through GPRS technology, so only users who have opened GPRS service of China Mobile can send or receive MMS. For users who don't have MMS mobile phones at present, will they spend several times the price to buy a new machine to use MMS service? The survey shows that 365,438+0% users will still buy new mobile phones to use MMS service, 59% consumers will not, and 65,438+00% consumers are still hesitant.

3. Content supply issues

Although China Mobile has made great efforts to promote MMS services, content providers have given more verbal support than practical actions. The reason is that "the introduction of MMS service does not need to be too advanced. Once the market is substantially started, we can immediately provide users with colorful pictures, games and other content". At the end of 2002, only one content provider "TOM SMS Website" signed a contract with China Mobile to provide the information content of MMS service.