What is RCS ?
TECHNOLOGY
“ Telcos have lost the messaging market over the last decade ”
GEORGE
GLASS CTO , TM FORUM
who own a smartphone today ). That being said , mass adoption doesn ’ t necessarily equate to the success of the RCS revolution that carriers and advertisers are hoping for . Juniper Research ’ s report definitely paints RCS ’ progress so far in a positive light , claiming the technology “ will enable rapid development of new services over RCS clients , and will allow other market stakeholders , such as advertisers , to play a much more prominent role in the messaging space over the next five years .”
However , as the rollout has gotten underway over the past two years , this “ RCS revolution ” has bumped up against a number of hurdles which might mean that , even if
What is RCS ?
Rich Communication Services
( RCS ) is often pitched as the successor to SMS messaging . It ’ s a communication protocol like SMS for exchanging messages either user-touser , between a carrier and its users , or between a brand or government organisation and users via the carrier . So far , just like SMS . Where RCS differs is in the fact that the technology allows for the incorporation of “ rich ” features like video , gifs , payment integration - basically everything that ’ s allowed OTT platforms like WhatsApp to steal users away from SMS by the billion . Even if RCS can effectively replicate the same service that OTT platforms now provide , largely for free , the question remains : is it too late for it to matter ? mobile-magazine . com 95