The new generation of RCS multimedia text messages has become more popular. Google has announced a list of 43 supporting operators, and only sends text messages with embedded shopping buttons!
RCS allows companies to send marketing and customer relationship management messages to customers, including pictures, videos, URLs, and even perform functions such as video communication, group chat, interaction, and purchase, without leaving the messaging app.
Last year, Google cooperated with telecom operators to implement RCS (rich communication service) multimedia business messages. Just before the opening of the Mobile World Congress (MWC), Google announced that the number of telecom and device operators it cooperated with increased from 27 last year to 43. In the future, if you send RCS text messages on your mobile phone, you will not only send text, pictures or videos, but also have purchasing and interactive functions, and you can complete shopping without opening the App.
RCS is a new GSM standard designed to replace the past text-only text messages. It allows companies to send marketing and customer relationship management messages to customers including pictures, videos, URLs, and even perform functions such as image communication, group chat, interaction, and purchase. No need to leave the messaging app at all. The RCS messages promoted by Google may threaten the survival space of mobile messaging software such as WhatsApp, Facebook Messenger, and Line.
If telecom operators support RCS, SMS users' Android messages can be automatically upgraded to rich version messages. The first wave of cooperative telecom operators announced last year included Deutsche Telekom, Globe Telecom, Orange, Rogers Communications, Sprint and Telenor Group. This year, it has expanded to Europe, Latin America and other places. Support partners include America Movil, Mexico AT&T, Celcom Axiata Berhad, Freedom Mobile, Oi, Telia Company and Telefonica, etc., they use Google's Jibe RCS cloud service to send RCS messages to consumers of different brands. Vodafone RCS service supports Android messaging in 10 of the 14 RCS markets around the world. All telecom operators serve 1.8 billion users.
Devices that support RCS messages include the original Nokia, HTC, Sony, Android One, Pixel, Motorola, ZTE, Huawei, LG, and Blackberry, Essential and some regional brands. Apparently, Samsung, the largest Android mobile phone brand, has not yet been able to support it.
Taking cooperation cases as an example, Sprint has currently sent RCS marketing messages to corporate customers such as flower delivery companies 1-800-Flowers.com, Booking.com, and Subway. Supported messaging platform companies include CM.com, Mobivity, OpenMarket, Smooch and Twilio, etc. In addition, similar cooperation will be launched with Telcel Telecom in Mexico.
Google said that it will expand RCS cooperation to more regional markets in the next few months. Telecommunications and mobile phone operators will also display RCS information at next week's MWC venue.
Rich Communications Suite
The Rich Communication Suite solution helps operators occupy an active position in the wireless community market by providing users with a complete set of online communication applications based on address book presentation, instant messaging, group chat, and file transfer. ARPU value while increasing user stickiness.
Chinese name: 富通信套件
English name: Rich Communications Suite
Abbreviation: RCS
Function: Presentation of address book instant messaging group chat
Publish: December 2008
Source: 富通信套件_百度百科 (baidu.com)
1. Basic concept
2. RCS makes free communication simple
3. RCS present and future
Basic concept
The GSM Association (GSMA) released two RCS versions in December 2008 and July 2009.
The first version specified the core services included in RCS, including:
Enhanced address book: Provides online status and function display, enables users to initiate communications including voice calls, video calls, file transfers or text messages, and allows users to integrate multimedia elements such as contact photos.
Rich Call: Enables users to exchange different kinds of content during calls, such as videos or pictures.
Rich Messaging: Expands on traditional real-time messaging to simplify and unify multiple messaging media and provide a richer user experience.
The first version of RCS is dedicated to enabling access to mobile communication services through IMS. The second version expands the scope of terminals and service content that can access RCS, making it possible for PCs to access RCS through broadband connections. New content in the second version includes:
Broadband Access to RCS features
Multi-device environment
Provisioning and configuration of RCS devices/clients
RCS makes free communication simple
Currently on the market, there are no signs of self-integration in the field of online communities. Instant messaging software, including MSN, QQ, ICQ, etc., use application servers provided by different vendors, each responsible for their own business applications and with different registrations. (some are numbers, some are email addresses), and cultivate different user habits, so it is difficult to achieve interconnection.
At the same time, competition among mobile-based online community businesses is becoming increasingly fierce. Internet communities and terminal manufacturers have also launched their own mobile-based community versions to seize the territory of mobile communities. However, the mobile phone-based application software they each developed failed to fully integrate and integrate with mobile phone terminals and was completely separated from the voice services provided by operators.
The above causes users to use different friend lists and address books when using different community software and making phone calls. Therefore, many users must register and log in to multiple website communities to keep in touch with their friends. When making a voice contact, you must go to the address book in your phone and make a call through the operator's network. Obviously, for small mobile phones, such cumbersome and complicated operations will greatly reduce the fun of users experiencing new services. Solving these problems will provide operators with opportunities to seize the initiative in the mobile community market.
Rich Communications Suite is a solution specifically proposed for this purpose. This solution allows users to update their own presentation (such as personal pictures, messages, recommended links and status), and can also see the presentation of their friends in real time in the phone's address book, and implement instant messaging, chat, files transmission and other communication needs. In addition, because RCS is a unified technology and implementation standard supported by operators, equipment vendors and mobile phone terminal manufacturers, it is not only easy to cultivate more consistent usage habits among consumers, but also enables interconnection and interoperability between different countries and different operators.
RCS present and future
For many years, the global communications industry has been working hard to explore the road to success for 3G networks. RCS has received the focus of the communications industry from the beginning because it is extremely beneficial to the development of 3G from design to commercial prospects. In May 2007, the RCS Initiative (RCS Initiative), which is dedicated to promoting the large-scale commercialization of RCS, was established. Its members currently include more than 60 operators and equipment manufacturers such as Orange, China Mobile, Telecom Italia, Ericsson, Sony Ericsson, and Samsung, terminal manufacturers.
Ericsson is an active advocate and main promoter of RCS services and applications & is also a leader in RCS services and applications. Relying on its leading technological advantages, Ericsson has been supporting the development of RCS. Ericsson's RCS solution fully meets the goals of GSMA RCS and fully realizes RCS interoperability using the IMS architecture.
Up to now, Ericsson has conducted RCS service interoperability and interoperability testing with multiple terminal manufacturers. During these testing and verification processes, Ericsson has accumulated rich experience, which can help operators smoothly upgrade basic services, complete the integration of various new services, and take a solid step towards the success of 3G.