data , about their privacy , and more and more are choosing to abandon certain messaging apps ,” she says with practised delicacy .
While OTT platforms struggle with their public perception , Trikalitis adds , “ the mobile operator has never been in a better position .” She explains that “ The pandemic highlighted just how reliant the world is on telcos , and telcos are finally starting to take notice .” The growth of RCS , when combined with telecom carriers ’ huge reams of personal consumer data ( I refrain from pointing out the irony ), “ presents a huge opportunity to use RCS as a new communication channel and revenue generating tool ,” offering more granular ad targeting based on more useful identification factors than current digital marketers like Google and Facebook have access to .
So , Where Does That Leave the RCS Revolution ? In all probability , RCS alone isn ’ t going to topple Whatsapp , or Messenger , or KaKaoTalk . The ease and ubiquity of these OTT platforms is probably going to ensure their survival for a very long time - although it might light a bit of a fire underneath their UI design teams if they realise that users actually have a viable alternative elsewhere . Millward thinks that there ’ s still a tipping point to be reached , adding that “ It would be great to see a stronger push for RCS from operators and handset manufacturers to boost the number of handsets enabled and investments made in marketing RCS to consumers and businesses , which should further increase adoption .”
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