Blog



15 November 2018

6 reasons why you and your customers will love RCS

Find out why your business should be preparing for Rich Communication Services (RCS), the next evolution of SMS messaging, and why you and your customers will love it.

The next iteration of SMS

SMS is used today to help customers gain access to important information quickly. For businesses and their customers, SMS is a simple but effective communication tool that has been around for decades.

RCS is next-generation SMS and offers a huge leap in functionality for both business and customers.

Here are our six most compelling reasons for businesses to adopt RCS business messaging:

1. Beautiful rich text messaging

RCS takes inspiration from the world’s most popular over-the-top (OTT) messaging channels to ‘beautify’ business messaging. One-way communications such as payments, appointments and travel reminders are boosted with elements including images, maps and one-tap calendar events.

Business can drive more expansive two-way messaging by giving customers simpler one-tap response options and engaging high definition media and image carousels to help show off the business’s brand and strengths.

RCS delivers app-like functionality without the app.

2. Better insights

SMS technology was first developed in 1992. While for the past 26 years SMS has been – and continues to be – a vital form of communication for personal and business use, RCS holds great promise for future communication. RCS is better equipped to handle the data-fuelled customer lifecycle journeys we crave today.

RCS brings additional functionality by providing read receipts, typing indicators, and response and action notifications (e.g. find out if your customer has clicked to add the event to their calendar) – in real time. This dramatically improves the ability for A/B testing of content to improve overall communication strategies.

3. Higher engagement

RCS drives higher customer engagement. Research by GSMA showed that 70 percent of respondents are more likely to communicate with a brand using RCS business messaging, and 80 percent found RCS appealing.

This positive sentiment for the technology is reflected by trials that have demonstrated enormous increases in engagement.

RCS’s response and action buttons are considered the biggest drivers of increased engagement, which help consumers save time and achieve their outcomes faster.

Response and action buttons can help consumers quickly respond or perform actions on their device, such as adding an event to their calendar, opening an address or direction in a mapping app, opening the phone app and many others.

4. Trusted senders

RCS messages are delivered via a business ID, rather than a phone number, and each RCS message is branded with the business’s colours and logo. The RCS sender contains all the important information about the brand, including website, email and contact phone numbers. This not only gives consumers quick access to contact information but presents important messaging alongside the brand’s prominent logo and colouring.

Each RCS sender is verified by a verification authority, which ensures consumers receiving RCS messages can trust that the sender has been authenticated and is who they claim to be.

The impacts of SMS phishing (or smishing) attacks will soon be a thing of the past.

5. RCS doesn’t require businesses to build and support an app

For years, businesses have used mobile apps as a major customer engagement channel. But as more consumers disable their app notifications and delete non-critical apps to make way for more photos and videos, many businesses are questioning the upfront and ongoing investment required by mobile applications.

The majority of smartphone users (51 percent) don’t download any apps in any given month. Most app users access 20 or fewer apps per month, with half their time on apps spent on the one most-used app. The top 10 apps account for virtually all their app time, with little room left for new ones.

6. Ease of adoption

RCS doesn’t require a new mobile app, a social media account or push notification tokens. Instead, RCS messages are sent to recipients’ standard messaging app using the same mobile phone number used today for sending SMS. The same do-not-call and anti-spam regulations extend to RCS as those covering carrier-delivered technology. This makes it easy for businesses to legally harness the same opt-in lists they have today to message consumers in a richer and more engaging way.

While RCS is not yet commercially available in all markets, MessageMedia is already conducting trials. To learn more about RCS, register your interest here.

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