Someone has prophesied that switching to the RCS (Rich Communication Services) standard will be like jumping between black and white to color TVs.
New worlds, new scenarios, new possibilities.
That moment is coming.
And it will greatly diversify the services offered by messaging.
Players will have a central role in the paradigm of “messaging as a platform“, where RCS is used.
This will involve more engaging experiences for users and new contact and communication channels for businesses.
There are fewer limits in reaching your chosen users and targets.
Easier ways to interact. And enthusiastic. Only possible before in an app or website.
Relationships that will lead to an increase in conversions and the rethinking of the so-called “customer experience“.
The RCS initiative has not risen today but starts from far: precisely since 2007, when a pool of companies launched the “Rich Communication Suite” project. Soon the initiative went under the auspices of the GSM Association, now GSMA.
At the moment 47 mobile operators (along with 11 manufacturers and 2 OS vendors, Google Microsoft) are launching the RCS service for about 4.7 billion users. There are currently 150 service-compatible devices.
RCS specifications have been designed to simplify both product development and deployment of new generation communications operators.
From an “operational” point of view, RCS obviously does not only support text format, virtually unlimited in terms of characters, but also images, videos, audio and music clips and other file types, including emoji and stickers. Not forgetting group chat, audio and video calls, location sharing, and all those forms of interaction and content that we’ve ever met before in an app.
The future of A2P messaging is now here and it is (talking about companies) related to conversational commerce.
The numbers seem to give reason to the paradigm change: according to Occams Business Research and Consulting, the market will grow by 42% by 2023.