Operators are upgrading their SMS platform globally to a new, richer way of communicating – RCS (Rich Communications Services). With Operator launches in 57 countries, 170m monthly active users and a growing percentage of RCS natively enabled handsets, RCS is on track to become the biggest messaging platform in the World.
Digital marketing is set to become a richer personalised experience. RCS Business Messaging will provide a trusted communications channel for Brands to their customers. This will return bigger marketing yields for Brands, simplifying campaigns to a personalised messaging communication channel.
Consumers can now chat with each other and with the brands they love without needing to download multiple apps. Global brands are now live with RCS business messaging which is estimated to be worth $90bn globally by 2021, real data monetisaiton growth.
Operators can launch Cloud RCS services via a choice of technology providers should they wish, negating the need to build backend infrastructure and interfaces. Standardisation enabled by the GSMA’s RCS Specification, the Universal Profile, has allowed RCS to scale rapidly, and be truly interoperable, a simple upgrade of SMS.
Work will focus on how this Operator Platform enables payment, artificial intelligence, and conversational commerce by simply chatting.