Panasonic targets MMS users… why??

New Media Age reports that Panasonic has recently launched a direct mobile marketing campaign to promote its new X70 mobile camera phone. The campaign features a MMS message sent to MMS-enabled handset subscribers.
Given the fact the the average MMS enabled phone is one year old. My questions is: why target people who already have a MMS enabled phone, instead of targeting the campaign to SMS aficionados (long time lovers)?