In today’s rapidly changing world of mobile communication, staying ahead requires more than adaptation — it demands proactive strategies leveraging emerging technologies. For regional carriers, the shift from SMS (Short Message Service) to RBM (Rich Communication Services/RCS Business Messaging) is not just a technological evolution; it’s an opportunity to redefine customer engagement, capture new revenue streams, and secure a competitive edge in the most important form of communication — messaging.
Positioning Regional Carriers for the Future
Globally, RCS has already transformed messaging into an interactive experience, setting the stage for the next era of mobile communication. While RCS platform integration by carriers in the U.S. lagged behind global markets, growing user adoption — driven by Android and iOS native device support — has accelerated its presence. This momentum has pushed tier-one carriers worldwide, including in the U.S., to start advancing RBM platform deployments to secure true operator participation and control. As these trends take hold domestically, regional carriers have an opportunity to align strategies and capitalize on the shift.
By 2029, RBM is projected to exceed 8 billion global subscribers1, supported by Apple’s recent adoption of the RCS protocol, which is increasingly ubiquitous among smartphone users. As messaging evolves into a primary driver of growth and customer loyalty, regional carriers have a unique opportunity to bridge the gaps left by tier-one players. By targeting underserved markets and tailoring RBM solutions to specific needs, they can strengthen customer engagement and expand their competitive edge.
Read the full article in the CCA Voice Magazine online.
