iTAGG customers will be the first in the UK able to run inbound MMS picture and video campaigns using keywords on an MMS shortcode. The service, which launches on 4th July, 2006, is expected to drive response rates to MMS campaigns in a similar way in which simple keyword and shortcode combinations fuelled customers’ willingness to interact with brands via text.

According to reports from market research agency Harris Interactive 36 per cent of mobile owners now use their phones to send and receive picture messages, up from 21 per cent compared to the same point last year.

Steve Procter, CEO, iTAGG, says, "Use of MMS amongst consumers is growing fast. The easy five digit shortcode and key word combination will help brands exploit this trend. For the first time ever mobile can now seriously play an integral role in the marketing mix. Basic plain text interactions and complex set up processes are a thing of the past. This will be the catalyst that unlocks MMS for the consumer mass market, allowing marketeers to quickly setup unified text and picture message campaigns on a single shortcode."

For as little as £149 per year iTAGG customers will be able to run inbound text, MMS picture and video campaigns on a single shortcode. The one-off set up fee, for campaigns where both in and outbound messages are through the iTAGG messaging portal, compares to around £2,000 a month for a dedicated shortcode number.

iTAGG already has extensive experience in running inbound MMS campaigns having powered the MMS ‘picture to screen’ service for Live8 in Hyde Park last year.

The new service is part of an ongoing drive by the company to make mobile marketing more accessible to companies of all sizes and abilities. In April of this year it launched a free content delivery platform with no set up or monthly fee and in March launched a developer partner programme, enabling independent mobile developers, brands and marketing agencies to create their own mobile applications and campaigns and deliver and charge for them through the iTAGG SMS gateway.

In addition to providing the tools and services for companies to set up and run their own campaigns iTAGG has also worked with internationally recognised brands including Live8, Friends of the Earth and lastminute.com to deliver bespoke mobile campaigns.