MMS Specifications Sheet

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1 MMS STATIC IMAGES : RECOMMENDED SPECS These are the specs for master files uploaded into the platform. The platform will transcode the image content to the appropriate file sizes for each carrier and device. File Size Under 300k for high speed transmission, no larger than 500k for enterprise scale delivery volumes. Animations Under 500k Format JPEG GIF Pixel Dimensions 1080w x 1920h is HD best source quality. Do not put any content of interest (logos, text, barcodes) in the top 218 pixels or bottom 150 pixels. 480w x 320h, 320w x 480h, 480w x 480w, 320w x 320h Alternate size is 640w x Do not put any content of interest in top 129 pixels or bottom 89 pixels. Resolution 72 dpi 72 dpi Color Palette RGB RGB Continues on Page 2

2 IMAGES WITH DYNAMIC CONTENT : REQUIRED SPECS Marketron managed services can create MMS with dynamic, personalized media content for each MMS recipient. Dynamic content in a single MMS can include 1 barcode, and up to 4 dynamic text areas. The number of dynamic components affect the speed of image generation which in turn effects speed of message delivery. All static copy in the image should be integrated into the background image itself. We support the following dynamic content types: Unique barcodes. We support the following formats: Aztec Code, Code 11, Code 128, Code 39, Date Matrix, EAN, Interleaved 2of5, PDF417, QR Code, UPC-A Unique alphanumeric coupon redemption codes Dynamic text copy File Size Format Pixel Dimensions Resolution Color Palette MMS with Dynamic Content Under 200k JPEG Required Required size is 640 wide x 1138 high. Do not put any content of interest in top 129 pixels or bottom 89 pixels. 72 dpi RGB Fonts supported for dynamic content areas: Avro, Arial, ArialMT, Open Sans, LiberationSans, Ubuntu Continues on Page 3

3 IMAGES : MMS BEST PRACTICES Always use JPEG master files when sending static images. A full quality JPG image provides nearly the same quality as a PNG but at a fraction of the file size. You can upload PNG and GIF files when setting up your message, however they will be transcoded to JPG files for delivery. We don t recommend using static image GIF files because they have already been compressed and reduced in quality, a second transcoding to JPG can degrade quality further. GIF animations are fine within the file size limitations. Never use transparent GIF or PNG files. Recommended static image file size/format for best results are as follows: Recommended master file pixel dimensions for upload: approximately 1080 wide x 1920 high or 640 wide x 1138 high. The largest we recommend is 1080x1920. For 1080 pixels by 1920 pixels do not put any content of interest in the top 218 pixels and the bottom 150 pixels. For 640 pixels by 1138 pixels do not put any content of interest in the top 129 pixels and the bottom 89 pixels. This is especially true when using barcodes in images, placing logos at top of an image, or text at the bottom of an image. The Marketron platform will transcode your content to the appropriate file sizes for each carrier and device. From this master uploaded image an optimized transcoded delivery image is saved on the platform. This image is then dynamically and intelligently resized up or down for each phone to meet the width of the destination phone screen, with the height proportionally scaled. Resized images are then cached for repeat use. The image is never cropped image content is never cut off. On certain phones there may be black borders on the top, bottom or sides. This is especially true on legacy feature phones or Blackberrys where the physical screen is rectangular landscape, not vertical portrait. In this case the image can be sized down substantially so the image can fit the screen vertically. Maximum file size that can be uploaded: 2 megs. However realize that this will be transcoded down to conform to carrier maximum file sizes allowed (different for different carriers). Excellent quality can be achieved for even the highest quality phone screens/sizes by uploading master JPG files k in size. Remember the larger the file size, the slower the transmission, both overall for large list broadcasts and delivery to the phone itself. If you are sending to a large database in hundreds of thousands or million+ members, we recommend uploaded file size of 300k or smaller to avoid slower batch delivery from the database. Files should be 72 dpi/ppi in RGB color palette. Continues on Page 4

4 IMAGES : MMS BEST PRACTICES (cont.) The separate Subject line of the MMS must be under 40 characters. If the Subject is larger, place the copy in the body text. When designing an animated GIF, the settings used for dimensions, frames per second and resolution will effect the final file size and delivery speed. Best practice is files no larger than 500k. Since GIFs are not transcoded and are delivered to phones in their uploaded master file format, files larger than 500k may have problems on legacy feature phones. If your animated gif is too large, consider reducing the number of frames or reduce the resolution to 480x320. If feature phones and small screen sizes are a key target segment for your message, consider omitting content/text and keeping just the most essential components of the image (e.g. product name, price, discount, product image). Important fine print copy in the image can be duplicated in the body text of the MMS, which can be virtually unlimited in length. Barcodes in MMS Images: We recommend using 2D barcodes, which scan accurately using optical OCR scanners 99% of the time. This includes barcode formats such as data matrix, QR, Passbook, Aztec and PDF417. The barcode can be displayed inside of an image or within Passbook Pass. Barcodes displayed on mobile phones do not need to be generated with error correction. 2D barcodes will scan correctly even when reduced in size. If an MMS image delivered is substantially reduced in size to fit in a landscape screen (old feature phones and Blackberrys), the user can usually click on the image in the phone to expand the size displayed. Using standard UPC barcodes in MMS images are less reliable and not recommended because laser scanners are not ideally suited for phone screen scanning. MMS can animate sequential still images as a slide show using individual timed image frames, however all models of iphone/ iphone OS will not support unified slide show playback. The individual slides may be delivered as separate bubbles in the inbox. You may want to consider saving your slide show as an animated GIF file instead. Continues on Page 5

5 Video/Audio MMS VIDEO/AUDIO UPLOADED MASTER : RECOMMENDED SPECS MMS Video Format.MP4 or.mov Video Codec AAC Stereo, 48 or 44.1K Pixel Dimensions Format for US Recommend Width: 1280 Lowest Width: 640 NTSC MMS Audio Only Frame Rate 30 fps or File Size Under 10 megs Aspect Ratio 4:3 or 16:9 Formats MP3, AAC, WAV Bitrate 2-10 megabits/sec File Type Stereo Time Length 30 seconds or lower Max Rec. Length 90 seconds File Size Depends on specs. Using above recommended specs of.mp4 file, H.264 codec, AAC Stereo 48k audio, 1280x720, NTSC fps, 6 megabits/sec playback rate, 30 secs would be a file about 25 megs. Continues on Page 6

6 Video/Audio UPLOADED MASTER SOURCE VIDEO FILES Marketron recommends the following master video specification for upload into the platform: Video Formats Supported:.MP4 (all variants),.avi,.wmv,.mov,.mpeg. The master video file is transcoded and pre-saved on the platform as multiple files with different video formats (.3gp,.mp4 etc.) and pixel dimensions for best experience/performance across all the different handsets/os in the market today. Video Maximum Size for Upload: 100 megs. Video Codec: H.264 Audio Codec: AAC stereo (which will be transcoded to mono for MMS delivery) Pixel Dimension: The lowest pixel dimension recommended is 640 pixels wide. Standard definition video is 720 pixels. HD video is either 1280 or 1920 pixels wide, the largest pixel dimension we recommend is 1280 pixels. Aspect Ratio: All the different aspect ratios are supported, including wide screen rations. Aspect ratio is not changed in transcoding except for video for low end devices. Frame Rate: 30 or fps (video) recommended. 24 fps (film) can be uploaded but may produce sync problems with audio especially when transcoded to the lower quality codecs. Video Bitrate: A video bitrate of approximately 2-20 megabits/second will provide a good balance of high quality playback and reasonable size for mobile delivery after it is transcoded. Low starting bitrates can degrade video quality during transcoding. Duration: No longer than 45 seconds is recommended, with best practices length between 15 and 30 seconds. The longer the video the lower the quality per second due to transcoding for optimal delivery speed. PAL and NTSC format is supported Continues on Page 7

7 Video/Audio UPLOADED MASTER SOURCE VIDEO FILES SMS Fallback An SMS with a link to the media is delivered in place of an MMS in the following cases below. The copy for the fallback SMS can be custom for this message. If the user s carrier does not support MMS on short codes (ex. some tier 3 US carriers or certain international carriers) If the phone itself does not support MMS (ex. legacy feature phones) If the media file size is too large for the phone model to support Audio Only MMS Messages (music clips) Master audio files supported for audio only MMS:.MP3,.WAV,.AAC Master audio maximum size for upload: 10 megs Stereo master files are recommended, maximum length to support widest range of phones types and best quality is 90 seconds. Mono master files may produce transcoding anomalies. Stereo files are transcoded to mono with optimized bitrate for MMS delivery. If the media file size exceeds a carrier s maximum limit (different for each carrier) When the content type is not supported by the handset (ex. Passbook delivery to Android; some very old phones don t support video) Continues on Page 8

8 Video/Audio MMS VIDEO QUALITY BALACING & BEST PRACTICES Video and Audio MMS assets require a balance of properties; you cannot change one property without affecting the others. There is always a tradeoff/balance between video length, size in pixel dimensions, bitrate of playback, frame rate and audio quality. All these effect the final file size in kilobytes. Fast movement in-frame and quick edits also can degrade quality due to compression pixelation. Movement and Colors: There is tradeoff between animation (movement) in-frame and the amount of colors used. Video containing fast motion, fast/ many edits with a large spectrum of colors will render out at a lower quality than a message showing a person talking to the viewer with a mono-colored backdrop. Decide if you need fluent/fast motion in your video or if the use of color is more important. Video Quality: the length of the clip, the desired resolution, the amount of movement/action in the clip, the desired frame rate and the desired audio quality, amongst other factors have an influence on video quality because each of these aspects require data for playback. Balancing these aspects, and selecting which component(s) to emphasize in the playback will affect the quality of all other components. Length of Message: A message containing a lot of colors and movement will have to be kept very short to keep the visual sharp and crisp. On the other hand, a message with hardly any movement or color can be much longer. For best quality keep your messages as short as possible. We have found that the optimal message length is no more than 30 to 45 seconds. File Size: All of the above considerations affect the size of the final rich media file product. Cutting quality on one of these areas means you can boost quality somewhere else. The different files transcoded from the master video file vary in size anywhere from a few hundred kilobytes (feature phones) to one meg or larger (latest smart phones), depending on the destination phone.

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