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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


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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