Interesting article from TelephonyOnline, by Dan O'Shea :
Still, the real exploitation of MMS network capabilities, devices and services in the U.S. market is yet to come, as companies continue to innovate in the areas of video and audio content, content-to-person messaging, multicasting, over-the-air updates, presence management and others. Operationally, carriers will have to adapt to these innovations as they become increasingly available.
“Billing systems are evolving, but there will be more complex billing arrangements with MMS,” said Andrea Basso, architect at NMS Communications. “There will be complex revenue-sharing relationships between carriers and many content developers.”
...In addition, the complexities of revenue-sharing pricing models will change with service innovations. “Why couldn't you have ‘sending party pays’ for MMS billing?” Eric Anderson, vice president of practice development at Ericsson USA said. “Retailers could buy buckets of data from carriers and create promotions they can multicast to their customers. If carriers have prepaid capabilities for data, that's something they can look into today.”