RCS is an IP-based messaging service provided to mobile phone users through mobile operator networks. It is used for both Person to Person (P2P) and Application to Person (A2P) communications and incorporates the global reach of SMS with the rich features of chat apps like WhatsApp & Facebook Messenger, to deliver more interactive, engaging experiences to customers.
https://www.vfirst.com/rcs-business-messaging
2. Index
Why business messaging
needed an evolution
What is RCS
Why brands are considering
RCS over other channels?
RCS Functionalities
RCS Applications
Where the world is moving
with RCS
P2
3. Why business messaging
needed an evolution
Texting has been a predominant way for brands to connect with their consumers.
But, the world has outgrown simple texts. Today,we want messaging that lets us do
things like share high-res photos and larger files, chat with a group, know when
messages are read, or make video calls.
RCS is Rich communication services and is actually a replacement of the existing
SMS and MMS system. RCS isn’t actually new and came into existence in 2007.
In the following years, it has existed but only in 2019, Google came into the picture.
Think of a platform which is quite like WhatsApp — live chats, sending photos,
videos , documents — and put it in the Messaging app on an Android phone
and you get what RCS is.
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P3
4. What is RCS?
RCS or Rich Communication Services is a communication protocol between mobile telephone
carriers and between phone and carrier, aiming at replacing SMS messages with a text-message
system that is richer & more engaging.
Google came out with a large-scale rollout of the RCS (rich communication services) messaging
platform, adding a raft of new features to messaging on Android. RCS messaging can be
considered as an advanced messaging protocol that works as a carrier and supports it, that
eventually bakes into the existing messaging apps.
P4
5. Why brands are considering
RCS over other channels?
With the rise of global smartphone penetration, the demand for better
& personalized experiences have grown among consumers.
Brands searching for innovative and new ways to engage their
end-users will be able to unlock the benefits of RCS to their advantage.
The pioneering technology provides a richer experience for users,
offering a unique form of communication which includes the ability to
send notifications and multimedia as well as reaction messages such
as surveys.
RCS fills all the gaps and limitations of SMS for consumer usage and
improves upon it. RCS builds on the trust, engagement, seamlessness,
and security of the established SMS messaging service and takes it to
the next step providing richer conversations.
PRICE
PRODUCT
CUSTOMER
EXPERIENCE
86%
of buyers will pay
more for a better
customer experience
customer experience will
overtake price and product
as the key brand
differentiator
2022
By
Survey Says : Customer Highly Value Great
Customer Experiences
P5
94% of brands found RCS
a better option 20x RCS provides higher customer
engagement than SMS
6. RCS
functionalities
RCS is designed to create phenomenal customer experiences.
Lets see how it upgraded the overall experience.
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Branding
Suggested
Actions
Rich
Media
Verified
sender
Suggested
Replies
Hyper Intuitive UI
“What soothes the eye stays in the eye”. RCS allows brands to share
hyper personalized content with rich features like images, videos,
previewable links etc which can help them engage their customers
at a different level altogether. Let's look at some features as well.
Rich media RCS offers you to share/upload pictures, videos in
a single window or carousels which makes it easy
for consumers to view & manage multiple CTAs
Improved
location
functionality
location sharing, view map, etc.
Customized
buttons
customized embedded buttons allows users to
respond to you in the most easy way possible. The
buttons can be customized to clickable links,
responses or even a different chat interface.
Longer
messages
Unlike SMS, RCS is not limited to 160 characters,
enabling the message content to be more robust &
at the same time more affordable to brands.
P6
7. Branding
With every RCS you send, your company’s name & logo goes
with it. This means you can send a communication and at the
same it adds to your brand visibility & helps in your overall
marketing effort. Additionally, it comes as an appealing
communication to your consumers resulting in a better
customer relationship.
Integrated
Chatbot
Great customer experiences are
created by how important you make
your customers feel. With an integrated
chatbot, you can create meaningful
experiences for your customers. You
can automate your conversations so
your customers can get instant
answers/solutions to their query. Plus
you can use it to digitize or automate
repetitive queries which would help
you in saving your time & resources.
Secure Conversations
RCS messages are sent with client-to-server encryption. A
company has to go through a brand verification process. RCS
messages from companies will have the company’s name along
with a verification stamp helping build trust in the eyes of the
receiver. Other than this all senders are required to be
authenticated by the service provider making individuals more
comfortable with sharing confidential details.
VFShop
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If you want to make
changes to the
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Powerful Analytics
Marketers thrive for data & analytics so that they can analyze,
act & attract consumers with their activities. RCS provides you
invaluable insights about your consumer behavior with metrics
like “read”, “delivered” & much more so you’re always informed
what’s coming & alter your campaigns backed by solid insights.
P7
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BFSI
Bank Loan Offers
Send interest based loan offers in a carousel based
media
Sell credit cards faster with instant application links
Credit Card Upgrades
Notify your customers with your new offerings &
provide instant support with an integrated chatbot
Bank Services Updates
Update your customers about pending EMIs with a
“pay now” button
EMI Payment Options
P9
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5:30PM
Depart
1:20AM
Terminal
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Gate
A32
Seat
5A
Contact Airline
Confirm
Airlines
Boarding Passes
Share actual boarding with QR codes & all on their
phone itself
Notify your customers with ticket confirmation instantly
Ticket Confirmation
Apprise your customers with location based lounges &
services they can avail
Lounge Notifications
Upsell your inflight services by sending gifs or videos about
the convenience with a “upgrade now” button
Upsell services
P10
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eCommerce
& Retail
New Products Updates
Show off the new style in town with image/video
based carousels or previewable links
Notify your customers about upcoming sales
campaigns with a “shop now” button. The ease of
accessing you will help in better click through rates
as well
Offers & discounts
Allow your customers to track their orders in real
time with smart & integrated maps
Order Tracking
P11
12. Telecom
Bill Payments
Send bill notifications with a “pay now” button or a
redirection link to your website so you become more
accessible to your customers
Notify your customers about the new offers they can avail
with application links
Upgrade Offers
Update your customers about downtime in advance & in case
of WAN, track & update them about the faults & details of the
upcoming service engineers
Automated Service Notifications
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Travel
& Hospitality
Location based travel packages
Send rich media notification about the upcoming
events in nearby locations or weekend
stays/drives etc.
Show off your property with high res images &
landing pages & improve the chances of converting
more customers
Hotel bookings
Send rescheduling or cancellations policies with a
link to do it.
Reschedule & Cancellations
P13
16. Market Drivers:
Increasing smartphones penetration
The rising penetration towards smartphones globally has been acting as one of the major driving
factors towards significant growth of rich communication services market. With capabilities of
providing differentiated data and multimedia services, various carrier service providers have
started shifting towards rich communication services pre-installed within smartphones. Such
factors are essentially making the communication process much more multimedia rich with
improved user experience, thus leading to increasing smartphone users in the market. Since
smartphones have been widely adopted mainly for enhancing communication processes, thus
propelling high demands in the rich communication services market.
P16
Global telecom acceptance
Strong initiatives by telecom operators along with Google to integrate RCS in android based
smartphones are expected to support the strong growth prospects for the RCS market. Last
year, AT&T, Verizon, Sprint and T-Mobile agreed to create a joint venture, the Cross Carrier
Messaging Initiative (CCMI), to deliver a messaging service based on RCS. One Apple
on-board the RCS on its devices, its adoption will get a major boost at
the global scale.
17. P17
Improved advertising brand campaigns
Improved advertising brand campaigns have been acting as one of the major drivers towards
boosting the market growth of rich communicationservices. Usage of rich communication
services helps the advertising companies to improve their services through automation of
customer interactions compared to lengthy calls of sales agents. This helps in enhancing
customer satisfaction along with saving costs of paying agents for interacting through calls,
thus making it a cost efficient alternative.
Emerging economies
Ease in running promoting campaigns has prompted the growth of RCS market
among organizations in the APAC region. Rising internet penetration is expected
to support the market for RCS across developing economics
18. Sources
Industry Arc JIBE Mobile Marketing Magazine
Mordor Intelligence
TOI
B-18, Infocity 1, Sector-34, Gurugram-122001l Haryana, India
