Sprint revealed its response to the growing OTT threat this week by launching its new RCS-based application, Messaging Plus. The downloadable app, which will be pre-loaded on Android devices going forward, lets subscribers communicate through text, instant messaging, group messaging, and video chat.
Users can also exchange photos, videos, and files.
Because Messaging Plus is an RCS 5.1-compliant solution, users can communicate across devices and networks. The power of this ubiquity, something OTTs operating in closed communities lack, cannot be overstated.
The Sprint announcement reinforces the need for operators of all sizes to launch an RCS solution. This is critical both to maintain subscriber loyalty in the face of numerous OTT alternatives and to remain competitive with national operators. By deploying a cloud-based solution, operators can launch quickly, without the up-front investment and ongoing resource demands of an in-network solution.
