At the end of last year RCS penetration received a double boost. Google enabled RCS chat features in Android Messages in the USA, following France, Mexico and the UK earlier in the year. Major US operators AT&T, Verizon, T-Mobile and Sprint announced the Cross Carrier Messaging Initiative (CCMI) aimed at resolving RCS interoperability which has plagued RCS adoption. This insight provides an assessment of the impact of both of these efforts on RCS and raises some key issues which service providers, messaging aggregators and brands must address.
How do you make a return on the large investments into mobile infrastructure required for 5G? How do you meet consumers requirements for a better service whilst being sensitive to price changes? And how do vendors present their value proposition to gaining a worthwhile share of the market?
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