Experts in mobile industry have forecast that Multimedia Messaging will soon be similar success story as text messaging has been. However, the recent studies have shown the opposite: usage and interest to MMS have reduced dramatically in UK and US during this year. Several reasons have been mentioned: lack of interoperability, too high pricing, poor usability, low penetration, and lack of attractive use cases. Beside these factors the operator has to cope with various other factors from network and economics to marketing and customers? needs. Because all these factors interfere it is overwhelmingly difficult to analyze their implications to operator?s business using any other than a holistic approach. In this paper we describe a holistic view to MMS user experience and present a model that can be used to analyze how different factors influence operator?s business through end-user?s experiences and behaviors, and what is the relative importance of the factors in this respect. We illustrate the model with an example person-to-person Multimedia Messaging case.