Comviva NewsLetter The Futurist - September Edition, 2019 | Page 12

DIGITAL DISRUPTION
SEPTEMBER 2019
Early adopters of RCS in P2P
RCS Business Messaging Takes A2P
Messaging Even Further
With companies like Google taking the lead
through its Early Access Program, brands
and developers can now access and adopt
RCS business messaging more easily.
GSMA estimates, that there will be a billion
RCS users in 2019 and the RCS Business
Messaging market will be worth over $74
billion by 2021
Today businesses can move beyond basic
texting with a cost-effective RCS messaging
and engage more users than ever.
B2C companies of all sizes can create truly
branded conversations across networks and
device. While it provides the macro benefits
across all industries, its applications within
each industry or environment can be quite
versatile and scalable. Marketers can now
know how messages are performing with
real-time data on user actions and behavior
along the customer journey.
For P2P messaging, WhatsApp or other
social/chat applications are most likely the
predominant channels and not the SMS or
operator messaging. However SMS is still by far
the strongest B2C channel out there. And RCS
aims to be the next level evolution of SMS.
In conclusion: What’s next For RCS and Enterprises
RCS will evolve to be a favorite channel
for enterprises and allow them to Drive engagement with suggested
replies and actions
Send branded messages
and conversations Track message delivery
Share rich media content: such as
images, videos or PDF documents
Through this, there is no longer a need to
download multiple apps; instead, users gain
direct access to a range of brands and services
from within the native messaging app itself,
allowing them to engage with virtual
assistants to promote and consume VAS and
other operator offerings, book flights, buy
Use powerful reporting and analytics
to optimize future messages
clothes, book restaurant reservations & more.
With RCS one is already starting to see some
innovative and engaging ways business
marketers are employing it. In its attempt to
“future proof” businesses, brands will be better
able to harness their dialogue and interaction
with the consumers and community alike.
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