Enhanced Message Service
Abbreviated as EMS, an application-level extension to SMS for cellular phones available on GSM, TDMA and CDMA networks. An EMS-enabled mobile phone can send and receive messages that have special text formatting (such as bold or italic), animations, pictures, icons, sound effects and special ring tones.
EMS messages that are sent to devices that do not support it will be displayed as SMS transmissions.
EMS, also referred to as Enhanced Messaging Service, is a cross-industry collaboration between Ericsson, Motorola, Siemens and Alcatel, among others.