Over the past few years SMS marketing has become a legitimate advertising channel in some parts of the world. This is because unlike email over the public internet, SMS have a more personal reach because you only give out your number to campaigns that might interest you, Thus making the recipient feel more exclusive rather than a mass marketing scheme aimed at a general population. An SMS is read roughly at 10 seconds after it has been sent achieving a speedy turn around time.
Brands are able to both send (mobile terminated) and receive (mobile originated) rich content through MMS A2P (application-to-person) mobile networks to mobile subscribers. In some networks, brands are also able to sponsor messages that are sent P2P (person-to-person).
Good examples of mobile-originated MMS marketing campaigns are Motorola's ongoing campaigns at House of Blues venues, where the brand allows the consumer to send their mobile photos to the LED board in real-time as well as blog their images online.