O2 MMS With Captions

Europe : Mobile messaging entered a new era today with the launch of fotoTXT from Image Semantics, the mobile imaging company. For the first time users can create a unique photo message with their own caption as an integral part of the image for sending to friends or personalising their own phone.

To launch fotoTXT Image Semantics has worked with O2 to develop a special themed version of the service for the U.K. television programme ‘Big Brother’ on Channel 4. James Pycock, Business Development Director at Image Semantics, explained: “There is explosive growth in the area of interaction between TV shows and mobile services - but Big Brother is definitely the leader. Last year O2 handled more than 10m texts from viewers for services like voting and news subscriptions. This is a fantastic springboard for launching our new fotoTXT service.”

The fotoTXT service dynamically renders text from an SMS message into an image chosen from a gallery. For the Big Brother show, a gallery of images with speech bubbles is provided on the www.fotoTXT.com WAP and web sites. The user sends a text message with the required caption, image reference number and the recipient details (a mobile phone number or an email address). Image Semantics combines the text and image components and forwards the fotoTXT to the recipient.

Now Big Brother addicts can really extend their viewing experience with fotoTXT. The live service, which is currently advertised on the Channel 4 web site, has been used by fans of the show to spread news and gossip, to express opinions on the contestants and reveal hidden ‘truths’ about the interactions between the ‘housemates’. James Pycock continued: “The personalised wallpapers are very popular because every one is unique and individual - but we have also seen conversations between fans entirely based upon exchanging fotoTXT messages. Because we update the site throughout each day the fans just keep coming back”.

Richard Sedgwick, Business Development Manager at O2, commented “We have worked closely with Image Semantics to bring the fotoTXT service to market as part of O2’s Revolution initiative to deliver exciting premium mobile applications to consumers. Revolution is a distribution channel for the hottest creative applications and is available to users on any UK network via their mobile handset or online at www.o2.co.uk/revolution. We are delighted to introduce new interactive mobile data services, such as fotoTXT, in conjunction with O2’s sponsorship of the Big Brother programme.”

Building on the Big Brother success, Image Semantics is developing additional promotions with other media partners as well as launching a general service in partnership with some of the largest image libraries in the world. James Pycock continued “Personalising multi-media using fotoTXT opens up a whole new dimension to users and promoters of mobile media services”

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