Why MMS is struggling worldwide: "MMS is a means to deliver multimedia messages and thus its success is closely coupled with the value proposition of the technology-enabled application that will drive its usage"

I have real difficulty understanding what this means, but I think the argument breaks down into:

1. Phones are mainly used for phone calls.
2. Phones have small screens.
3. Operators are trying to sell MMS like it was text messaging - i.e. trying to drive high volume of communications-related messages
4. The mass market needs to be persuaded to use more advanced technologies

So, err, not much useful info there. Or have I misread?