The Mobile Data Association

BBC Radio 1's Picture Message Day, held on Friday 11th December 2009, has been judged a massive success.

Produced as part of the Radio 1 Access All Areas week, listeners were invited to send in pictures of themselves, taken on their camera phones. With the active support of the Mobile Network Operators, who enabled all picture messages sent to the Radio 1 shortcode 81199 to be free for the 24 hour period, message traffic hit record levels. Some of the results can be viewed at http://www.bbc.co.uk/radio1/mmsday/

Picture Message　Day demonstrated how a campaign by a trusted organisation (BBC), backed up with a clear call to action and a creative use of the submitted material can appeal to a mass market. This can open the door to future events.

As well as helping to illustrate the social power of camera phones, the campaign has helped to suggest ways in which the medium could gain popularity through continued use. Mobile marketing campaigns supporting major sporting events could help to create unique rich media libraries which channel specific interests. From World Cup fans’ memories all the way up to national archives.

The MDA is proud to have been a founding sponsor for the event, and to have provided the getsettings.org website in support of it. This website will remain an industry tool, providing help and support for people wanting to set up their mobile phones to enjoy the full benefits of richer mobile messaging. Widespread knowledge and use of Picture Messages will propel the medium and make it easier for everyone to instantly share moments with family and friends.