eal value that made Windows sell more personal computers was in the business market, with features such as multitasking, WYSIWYG (what you see is what you get) on-screen images, better Downloaded from Digital Engineering Library @ McGraw-Hill (www.digitalengineeringlibrary.com) Copyright © 2004 The McGraw-Hill Companies. All rights reserved. Any use is subject to the Terms of Use as given at the website. Short Message Service (SMS) Key Data Concepts font handling, and desktop publishing. So far MMS proponents have not shown any value added to businesses or home businesses in the MMS service proposals. Another analogy might be this: The PicturePhone was first demonstrated in the early 1960s, and it never caught on. A cellular telephone is, after all, a telephone. Its primary purpose is talking. Will people really care that much about the look and feel of their cell phones? And we need to consider one other factor. When Microsoft Windows arrived, there were plenty of people, and even plenty of business offices, that did not have personal computers yet. The personal computer market was still expanding. In contrast, the Eu- ropean market for user terminals is reaching saturation, and North America is not far behind. Even if a feature that has absolutely no effect on the primary purpose of cellu- lar telephony does draw subscribers, it will only draw them to buy new phones or change service providers. MMS is not likely to create a new market full of people want- ing to buy their first cellular telephone and subscribe for service. If MMS is indeed "the key driver of the 3G business case," as the MobileMMS group would like us to think, it is hard to believe that 3G will provide revenues justifying the overhaul of every MSC and base station on the network because subscribers want pictures on their cellular telephones. 20.6 Conclusion SMS is a well-designed, robust enhancement to 2G cellular networks. It helped the cel- lular industry grow more rapidly by speeding customers of paging services into the cel- lular telephone