MMS stands for Multimedia Messaging Service, which is a standard way to send messages that include multimedia content to and from a mobile phone over a cellular network. MMS messages can incorporate images, video, and audio files, and are capable of delivering a variety of media, including up to forty seconds of video, one image, a slideshow of multiple images, or audio. Unlike text-only SMS, MMS can deliver multimedia content. MMS messages are delivered in a different way from SMS. The first step is for the sending device to encode the multimedia content in a fashion similar to sending a MIME message. The message is then forwarded to the carriers MMS store and forward server, known as the MMSC (Multimedia Messaging Service Centre). MMS messaging is used by businesses to reach and engage both existing and potential customers, and can help reduce friction in the customer experience and improve overall customer satisfaction.