MMS failed initially largely because the one application operators pushed for it -- "like an SMS, but a picture" -- didn't resonate with consumers. It only wasn't until they began letting people use MMS as a platform, not just as an application did it begin to take off. One such application has been for content delivery, where MMS has been quite successful, and slowly, more applications are emerging. One latest effort is from a Singapore insurance company, which is asking customers to send in cameraphone images of car accidents they're involved in to expedite claim processing and help sort out exactly what happened and who's at fault. It's still messaging, but it's not an upgrade of an SMS service -- it's a place where sending a picture actually adds some value.