Mobile Magazine September 2021 | Page 101

Trikalitis also points out that the security and trust that RCS offers could elevate its usage beyond user-to-user communication and marketing . “ As we see RCS become more mainstream , we ’ ll begin to see its use vary — for example , RCS could go beyond brand engagement and could be used to save lives ,” she says . The tech-for-good arm of Out There Media , Out There Impact , worked with the WHO over the past year to run an RCS-based campaign to help combat COVID-19 misinformation . They managed to reach more than 300mn people using a combination of telco data , smart analytics , and feature rich messaging . Trikalitis says that the campaign produced “ stunning results , such as 96 % read rate , 42 % engagement rates , and 40 % of users opting in to receive more information from the WHO .” In a world where the average user engagement rate for an online banner ad is around 2 %, it sounds like cause for optimism . “ Operator-owned RCS provides a trusted , safe , and secure medium through which brands , as well as organisations , can communicate their messages and achieve impactful and engaging results ,” she concludes . “ Even if OTTs can replicate similar levels of engagement , the power of the telco lies in its reach , its scale , and the trust it has built with its subscribers .” By harnessing those telco assets , the RCS Revolution might yet have a chance . mobile-magazine . com 101