Adoption of Multimedia Message Service (MMS) in Iran

This paper presents a quantitative study on consumer adoption of multimedia message service (MMS) among Iranian subscribers. The theoretical background of this study is drawn from the innovation diffusion theory (IDT), which is a multidisciplinary theory frequently applied in IS and mobile technology adoption research. An empirical data collection was performed among mobile users to observe their idea and intention toward MMS adoption. The collected data was then processed and analyzed by several statistical tools, which revealed to extraction of specific findings. The findings of this research could provide foundations for mobile service providers for the practical development of multimedia message service, which is not yet offered in Iran.