Photo messaging needs a 'click' start

HYDERABAD: Photo messaging, one of the professed voice and data services of the mobile industry, seemed exotic when launched in 2002, but could not take off because of factors like expensive camera phones, unpopular MMS services and low memory/speed capacities of phones.

The plan has become a cropper, if the latest camera phones are any indication. But, whether these handsets will hook the entire mobile community or can the business be sustained, remains to be seen.

Following closely on the heels of the hugely successful Short Messaging Service (SMS), the mobile industry has turned the wheel of fortune once again with the introduction of entry-level camera phones, with extra frills such as changing colors to adding speech, creating albums, adding text and so on. Hitherto, these camera phones supported only low-resolution pictures that even an amateur photographer could not use.

But now, the latest slew of camera phones enable high resolution pictures and create albums of not just postcard sizes but, pictures can be blown up for hoardings too! Samsung, LG, Sony, Nokia, all joined the bandwagon introducing low cost yet stylish, and feature rich camera phones with some even providing resolutions of five megapixel.

So far so good. But contradictorily, the Autumn 2004 Mobile Phone Report revealed that worldwide, 36 percent of the camera phone users have never sent a photo message compared to 27 percent in 2003.

Also, the average number of messages sent per month per user has dropped from 6.1 to 3.7 messages. The reason for these low messaging rates, is quite evident in the number of camera phone users, which is comparatively low and this figure is increasing at a slow rate. Though entry-level low cost camera phones are being introduced, new users with photography as a passion or one-time hobby are adopting them largely but the number of existing cell phone users switching on to camera phones is meager, thereby, recording low photo messaging rates.

Besides, each handset offers different options like self-timer, fun frames, color tones, brightness, adjustments, choice of shutter sounds, etc. But, a majority of the users are clueless as to the options available and their usage. This takes the fun out of photo messaging, in turn making it very routine. Also, compatibility between the sender and receiver handsets is another issue, which to some extent can restrict a photo message.

Equally, with mobile operators rolling out picture perfect messages, they have to ensure that these services are available at affordable prices. Only then will the frequency of photo messaging, catch on and boost the Average Revenue Per User (ARPU). With services like General Packet Radio Service (GPRS), Enhanced Data Rates for Global Evolution (EDGE), high-speed and additional memory capacities improving with time and age, more value-additions like video-streaming and video footage can be provided.

Also, features like zoom camera, web server functions, where users can check still images or movies on PCs through Internet, attend a video conference and so on could be added. Though these features are available for the high-end users, making them available at a moderate price would really tempt many an average user.

Surely but slowly, photo messaging will have a 'click' start. So, its time to SAY CHEESE!