On Valentine's Day, sending SMS to express affection has become a familiar activity. It could be said that this digital media format now more than a decade old continues to be popular with Valentine celebrants. Meanwhile, MMS (multimedia message service) has gained greater popularity, as evidenced by the higher volume sent, even though its market share remains relatively low compared to SMS. Amid intense competition in the market, mobile phone operators are actively staging price cutting campaigns, e.g., lower SMS and MMS fees, the launch of one-time payment packages and free SMS/MMS service within the same network. KASIKORN RESEARCH CENTER (KResearch) forecasts that the volume of SMS sent on the ‘Day of Love' in 2010 may total around 35 million messages, increasing 9.4 percent over the 32 million sent in 2009. This would be equivalent to around 7 messages per person.
However, real-time chatting via smart phone-based social networking sites has recently emerged as another popular media, though restricted to communications between handsets of certain brands. To cash in on this lucrative market, mobile phone operators are actively launching marketing campaigns that include reduced handset prices and attractive airtime packages, among other incentives. Some mobile phone retailers are also offering imported smart phone handsets at lower prices to lure customers. With an increasing number of smart phone customers, the social networking format is expected to exhibit rapid growth on Valentine's Day this year.
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