Enhanced text message
Enhanced text messages are an extension to the text messaging system that permit extra content to be included on supported mobile phones. Ring tones, pictures and simple text formatting can be sent along with the enhanced text message to those mobile phones and the plain text version to others. The technology that drives the process is called EMS (Enhanced Message Service). EMS can be seen as the precursor to MMS.
In mobile marketing, text messages are used in a similar fashion to emails.