Telefonica Moviles is the latest operator to opt for free multimedia messaging services. Many operators around Europe are trying to introduce the new service to its customers. If MMS is a hit with subscribers it could be crucial in raising the all-important ARPU levels.
Telefonica says that it will give its customers in Italy the opportunity to use MMS free until September 30. The free strategy banks on customers realizing the full potential of MMS during the gratis period, and therefore paying for service come the end of the trial period.
The service, provided by Nokia, will be extended and offered to users in Spain and Germany during the second half of the year. There is currently only one mobile device available that supports the MMS medium, made by Sony Ericsson. Nokia however, is set to launch its colour MMS handset in July.