Is RCS really a richer experience than SMS? If so, what makes it “richer”? For starters, Rich Communication Services (RCS) is the functional foundation for a new messaging platform to be built upon, and this platform enhances just about every component of simple Short Message Services (SMS).
Within recent years, subscribers have resorted to other app-based, non-operator enhanced messaging platforms to communicate, distancing the value and relationship between operator and subscriber. The competitive features of RCS allows operators to take back the messaging experience from Over-the-Top (OTT) messaging platforms.
Messaging capabilities are enhanced with RCS by allowing subscribers to do exactly what has been missing from SMS for so long. These new capabilities include the ability to send (the long awaited) emojis and emoticons, share pictures, videos, location information and contact details within a message directly from the native messaging client on the handset; all of which can also be completed while on a voice call too. Delivery notifications for text messages and “read receipts” will be available to users. With the global arrival of RCS Interconnect functionality, operators can also ensure that their subscribers are connected to all other RCS users all over the world.
RCS also has the power to provide capabilities for operators that go beyond just better messaging. Through API development, operators have the ability to create and deliver more personalized and engaging customer service initiatives to better assist their subscribers, as well as build stronger relationships and customer satisfaction. These capabilities are not offered through traditional text messaging. With RCS, chatbots will enable the delivery of various support media and troubleshooting in real-time to drive superior customer care experiences.
Brands too will benefit greatly from RCS by allowing them to connect directly with subscribers on a more personal level. While SMS allows brands to text customers, those messages are received from unknown numbers. The subscriber is completely disconnected from the brand because rather than getting a text from a known contact like they would a friend, they receive texts from random unsaved and unknown numbers, which is the equivalent of receiving a text from a stranger. With RCS, brands can differentiate themselves from others by sending messages that show the text is coming directly from them, including incorporating their name, logo, and brand colors. Text messages from banks and airlines will no longer look identical, but be their own entity with their own identity within the subscribers’ device. RCS truly provides a name to the number, and a "face" to the name.
When communicating with brands through RCS messaging, subscribers will also be offered suggested actions and replies within the message to simplify the process as much as possible. Sending coupons, receipts, sales and marketing content, etc., to customers has shown to be more effective through messaging than in an email, and for that reason, brands prefer using it. They also have the ability to receive QR Codes for tickets and offer redemptions. Due to their mass appeal and availability of true customer metrics, RCS features will undoubtably enhance brand-marketing techniques to reach a much larger audience.
More involved calls-to-action within messages will be available through RCS A2P features for brands. Customers will be able to book an airline ticket, call a business, order delivery or takeout, and make payments all from within the same message. Secure payments are made simple with RCS as there is no need to enter credit card information as the subscriber information is stored in the phone and a press of a button is all that is required for payment . These capabilities not only simplify the process of purchasing and connecting with brands, but they personalize them as well.
So, yes! RCS is a much richer experience than SMS, and yes it is worth it because it is native to the device and the subscriber’s messaging inbox. Subscribers who use RCS will finally be able to give their mobile provider credit for these new capabilities and features, which will put operators and operator-provided messaging, back at the center of the subscriber's mobile life. It’s time for operators to reclaim the messaging experience, and RCS offers more than enough value to succeed in doing this. More importantly, RCS is richer because it opens up opportunities for operators to realize new revenue opportunities in messaging once again.
