European mobile messaging market to reach €12.1bn in 2010

The mobile messaging market in Western Europe - including SMS, MMS, and MIM - will be worth more than €12.1bn in 2010, according to a report from market advisory firm IDC. Within MMS, simple services such as MMS postcards to new ways of sharing media such as MMS online photo albums could be of high value to users. IDC claims that operators are not currently doing enough to promote MMS messaging. SMS generates the greatest amount of end-user spending, and this will continue throughout the forecast period. The situation is quite different regarding MMS, for which usage is relatively unpredictable. During the forecast period, usage does increase, but users have not realised the value it can bring to them.