RCS – The hybrid baby

Global mobile operators are inclining to launch a platform which is as swift as SMS and can deliver benefits widespread across various messaging apps. RCS (Rich Communication Service) is an alternative mobile carrier’s platform to prevailing apps like Facebook Messenger, Whatsapp, and Wechat aiming to help brands to encourage consumer engagement.

The Evolution

The idea to send quick 160 character text on mobile was introduced way back in 1980's but it became more prevalent during 90's was termed as SMS (Short Messaging Service). The decade (1990-1999) was completely dominated by SMS as people had started communicating on mobile using text.

Apparently, As text communication was rapidly evolving across the globe, The need of sharing images and videos over cellphones was clearly visible amid users. As they say need is the mother of invention so as MMS (Multimedia Messaging Service) was introduced around 2002 in conjunction with first GSM network. The Sony Ericsson T68i was widely believed to be first MMS capable mobile phone. Although internet was introduced 1991 but it became ubiquitous on cellphones with the launch of Smartphone technology in late twenty-ten. This has shifted user interest over apps like whatsapp, Hike, Wechat and Telegram.

It is quite obvious every technology has to face saturation point so did SMS and MMS, Now industry needs something which could deliver attributes of both SMS and MMS over A2P and A2A communication. It is right time to introduce new technology and who else could be better than the market giants Samsung and Google to take this initiative. RCS (Rich Communication Service) was on the cards as an upgraded messaging technology platform. Although the idea was conceived back in 2007 by the promoter of the industry, The joint initiative of Samsung and Google took it to another level. Where Samsung is the major device OEM to support RCS globally, Google extended their RCS support in April,2018 across all android devices. The mainstream idea to launch RCS is to take over the market share of user using messaging app like Whatsapp, FB messenger, skype etc for communication with providing them features like all forms of Docs, Images, Audios, Videos, Location sharing and Engagement insight.

What makes it distinguish?

Despite the fact that new messaging platform (RCS) is quite similar to contemporary messaging apps there is a hairline but visible difference between RCS and traditional way of messaging. RCS is an inbuilt application within android device, there would be no requirement to download any third party apps. Thus, quite understandably it allows you to use phone memory space for other apps or processes and your contact list and content are not much prone as well as not anymore accessible by third party apps.

RCS has redefined easily ignored SMS into a fundamentally more interactive and immersive way of communication. It can also become a threat and soon overshadow the uses of prevailing messaging apps.

No wonder, With a complete makeover of the messaging world RCS can outplay the contemporary messaging apps and enrich the user experience for Brands with its capabilities.

No wonder, With a complete makeover of messaging world RCS can outplay the contemporary messaging apps and enrich the user experience for Brands with its capabilities.

Apparently, there are many features of RCS but uniqueness are as following:

Group Interaction: RCS provides the functionality where brands can create group to enrich the user experience on group chats. Although Every user has to be on the same platform to experience this feature.

Analytics: When it comes to strategy making, businesses need facts and analytics for activities done in past. RCS enables brands to get complete analytical depth to ensure smarter decision making for future marketing plans.

Rich Media: RCS empowers brands to send Images, Videos, Audios, GIF, Documents, Web features and real time forms to make feedback and survey mechanism on a single window. It will definitely give them a class apart messaging experience.

Benefit of RCS for Businesses

RCS brings a fresh wave of innovation to A2P messaging, making it an attractive choice for businesses. With rich media capabilities, companies can send images, videos, and carousels directly to customers. This enhances engagement like never before.

Interactivity is another key feature. RCS allows brands to incorporate buttons for actions such as booking appointments or making purchases within the message itself. This seamless experience can lead to higher conversion rates.

Personalization takes center stage with RCS as well. Businesses can tailor messages based on user preferences and behaviors, creating a more meaningful connection with their audience.

Analytics also shine in the RCS landscape. Companies gain access to real-time data about message delivery and engagement metrics, enabling them to refine strategies effectively.

Lastly, brand identity is strengthened through customizable branding options in RCS messages, ensuring that every interaction resonates with the company's image.

Case Studies: Successful Implementation of RCS by Businesses

Several businesses have embraced RCS, showcasing its potential to transform customer interactions. For instance, a leading retail brand integrated RCS into their marketing strategy. They sent personalized product recommendations and exclusive discounts through rich media messages. This not only enhanced user experience but also significantly increased conversion rates.

Another notable case comes from the travel industry. An airline utilized RCS to send real-time flight updates and boarding passes directly to passengers’ devices. The result? A smoother travel experience that kept customers informed and engaged throughout their journey.

Even restaurants are tapping into RCS for reservations and menu highlights, making dining choices easier for consumers. These examples highlight how various sectors leverage RCS features effectively, driving engagement while fostering stronger relationships with customers.

The Conclusion

The key take away from initial journey of RCS is that pioneers will definitely get rewarded. The experience is engaging but yet to be leveraged from users. It is certainly a big shining star of messaging realm which can transform customer interaction with businesses.

Hopefully, you would find it interesting and anxiously waiting for full-fledged RCS messaging experience from brands.