Safaricom Ethiopia Plc is testing video calls and multimedia messaging services (MMS) ahead of its commercial launch next month.

One of the features lined up, MMS, is an extension of a short message service (SMS) that allows users to send and receive instant messages containing files in images, videos, and audio. MMS and video call services have been technologically possible since 3G networks were introduced two decades ago. Telecom infrastructure that can accommodate 3G is, by design, capable of hosting these services. They remain unavailable in Ethiopia's mobile ecosystem.

Ethio telecom had launched a video call service three years ago, charging customers between two and three Birr a minute, but the feature was eventually dropped.

"Customers thought it was expensive," Endale Asrat, chief information officer at Ethio telecom, told Fortune.

He disclosed that the state-owned giant had considered lowering rates but decided against it as the measure raised profitability concerns.

MMS had also been piloted, but the lack of user awareness in completing the configuration required to enable the service was an impediment, according to Endale. The feature was also increasingly replaced by internet-based messaging platforms such as WhatsApp, Telegram or Facebook Messenger, known in industry jargon as 'over-the-top (OTT)' messaging services

"MMS is technologically possible and embedded within 3G service," he said. "If needed, it can be enabled anytime."

Safaricom executives pledge to introduce the services along with the launch of commercial operations. Subscribers will have the option to make video calls directly through the mobile network without using internet-based messaging platforms. Safaricom's executives say they plan to introduce their services to five cities: Addis Abeba, Jigjiga, Harar, Hawassa and Dire Dawa.

Like regular voice calls made between numbers subscribed to different operators, these features can work across networks provided both telecom providers offer the services and have reached an interconnection agreement. Ethio telecom and Safaricom are negotiating the terms of an interconnection agreement, disclosed Endale. The talks are about setting interconnection fees customers will be charged when calls or texts are made between their respective subscribers. Safaricom plans to avail the features to all its subscribers.

Experts like Yihenew Wondie (PhD), a telecommunications engineer and assistant professor of computer engineering at Addis Abeba University, say video call and MMS services are not readily available to the public due to a lack of access to compatible access devices. Smartphone penetration remains a considerable obstacle to expanding the range of messaging and call services. In Kenya, MMS has been available for over a decade.