Rich Communication Services messaging continues to be widely anticipated as a replacement to the clunky and outdated text message functionality that will comes installed on mobile phones by default.
When it eventually arrives, RCS will allow us to do much more compared to send and receive plain textual content without needing a third-party app such as iMessage and WhatsApp. It has the to be a far more engaging, responsive plus immersive evolution of SMS along with interoperable text- and media-based messages across all mobile devices and systems right out of the box.
Many argue that it’ s method overdue and we shouldn’ t be dealing only in plain textual content characters in 2019.
Last August, Virgin Trains grew to become an early adopter, using RCS to enhance customer service by providing customers with forward journey information on selected train ways.
But wider adopting of RCS still remains the pipe dream. Since the initiative was first delivered in 2008, the service appears as far away from being a fact as ever.
You can find five painful hurdles that need in order to tackled until we’ ll many be able to enjoy the benefits of RCS.
RCS has to be adopted simply by all networks
Internationally there are around 800 mobile phone systems and so far, just 65 of these have adopted RCS messaging. That’ s a rather humble 8. 1 percent.
Within the U. S., all carriers are designed for RCS except for Verizon, which has a business of 34 percent. So presently, over a third of U. T. consumers are unable to use the new technology. Nevertheless , that may change Verizon has slipped hints it will roll out RCS at the begining of 2019.
In European countries the picture is even bleaker. In most countries RCS is just on the Vodafone network with very little other networks yet committing to this.
For those that have folded out RCS, technical complexities imply that it may not be truly universal plus messaging may not work smoothly among operators. It’ s a problem which the GSMA’ s “ Universal Profile” is hoping to remove. (The GSMA is the industry entire body that looks after the interests associated with mobile operator worldwide. )
For it to become a reality, systems need to adopt a far more collaborative technique and work toward an decided timetable to deliver the improvement upon SMS.
Andreas Constantinides, director at messaging company Yuboto, gave a brutal assessment:
“ RCS is dead unless all – and I mean ALL – providers buy into it and push this out there. ”
Apple has not yet decided to embrace RCS
The apple iphone has 44 percent of the smart phone market in the U. S. Internationally the figure is over 50 percent.
But so far, Apple displays no sign of being interested in RCS. By offering an alternative messaging system to its iMessage, they could be giving up a strategic advantage. Also, RCS will not offer the same end to end encryption as iMessage. That means service providers can see RCS messages and may be seen as being a security flaw for some users.
Without Apple, RCS messages will struggle to become a viable messages option for either businesses or customers.
Despite a few gossips of talks with the GSMA, Apple company has remained quiet on the subject.
It’ s not clear who may be going to pay for RCS messaging
As it stands, there’ t no clarity on who will spend on sending and receiving RCS messages. There’ s certainly no consumer appetite to begin paying for a new messaging service, regardless how good it is.
Any kind of hint of a charge and people may immediately revert to existing messages platforms like WhatsApp and Fb Messenger.
As the program involves sending rich media such as images and video, which will possess a data load, there’ s the chance that the receiver could end up having to pay to receive RCS messages.
Paying for the privilege of a brand name sending you a marketing message will never be an acceptable prospect for most consumers.
For businesses, SMS advertising remains enduringly popular and for companies wanting to upgrade in order to RCS, pricing clarity will be essential to understanding what the additional RETURN ON INVESTMENT might be. Until the pricing is clear, companies won’ t be able to adopt this.
Awareness of RCS is definitely painfully low
Request the average person on any street, in a country it they’ ve heard about RCS messaging and you’ lmost all get a blank look.
Awareness of the service in Traditional western Europe seems to hover around absolutely no. Accurate awareness figures are incredibly elusive because the service is available on therefore few carriers and in so couple of territories.
Momentum has stalled and until all the specialized and logistical issues are undertaken, there seems little point within launching it to consumers.
Huge complexity barrier in order to entry for companies wanting to make use of RCS for marketing
Without Apple adopting RCS, businesses wishing to use it for communicating with clients will need to split their market straight into segments based on operating system.
This means having two communication techniques that will lead to more cost plus complexity for marketers.
Large brands will probably have the sources to manage the dual integrations yet smaller companies are unlikely to invest in that will complexity when the existing SMS approach is doing the job already.
The prognosis for RCS
RCS is currently a mirage, shimmering promisingly in the distance, yet somehow always just out of reach.
It has the potential to change exactly how billions use messaging. While fascinating early case studies may stimulate our appetites, we are a long way through being able to use it in any meaningful method.
Until these primary issue can be comprehensively tackled, after that RCS may never become a practical reality. Even if the problems are conquer, it’ s hard to imagine this particular happening before 2021 at the first.
Views expressed in this article are those of the visitor author and not necessarily Marketing Property. Staff authors are listed here .
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