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For eBusiness & Channel Strategy Professionals

RCS: More Myth Than Magic — For Now

RCS Could Accelerate Convergence Of Notifications And Conversations

October 15, 2018

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Why Read This Report

Notifications simplify experiences for consumers by allowing brands to push out text, images, files, app fragments, and more based on real-time context. However, the only fully interoperable messaging available today is SMS, which has limited functionality, compared with platforms such as Apple's iMessage or Facebook's Messenger. Google is pursuing a fully interoperable standard in rich communication service (RCS), which would offer a comparable feature set, but many obstacles stand in its way. This report outlines the potential of RCS for digital business professionals.

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Table of Contents

  • Rich Communication Service Modernizes Messaging
  • RCS's Emergence As The Next Thing Is Not A Sure Thing
  • Recommendations

  • Focus On A Moments Strategy — Not The Technology
  • What It Means

  • RCS At Its Full Potential Will Disrupt Entrenched Incumbents
  • Supplemental Material
  • Related Research Documents

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