Trends Report

RCS: More Myth Than Magic — For Now

RCS Could Accelerate Convergence Of Notifications And Conversations

October 15th, 2018
MC
Mike Chirokas
With contributors:
Martin Gill , Martha Bennett , Brandon Purcell , Joe Stanhope , Michael Facemire , Christopher McClean , Carlton Doty , Erin Sellers , Kara Hartig

Summary

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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