1、Brought to you by Informa Tech Publication date:September 2024 Authors:Charlotte Palfrey Pamela Clark-Dickson RCS:Igniting business messaging with rich conversations Commissioned by:01 2024 Omdia.All rights reserved.Unauthorized reproduction prohibited.Contents Summary 2 RCS is poised to grow revenu

2、e for enterprises and telcos 2 RCS:An overview 3 RCS:The rich messaging upgrade to SMS.3 Google Messages takes RCS mainstream on Android 5 Apple support is a vital step forward for RCS universality.6 RCS business messaging enhances B2C communications 7 RCS plays a key role in the future of business

3、messaging 7 A rich set of use cases for a richer communications channel.10 Beyond marketing to supporting the whole customer journey10 Authentication makes RCS an ideal channel for secure communications 12 Innovation is key to maximizing the business benefits of RCS.12 Looking to the future:The role

4、 of AI and GenAI in RCS.12 RCS in finance.13 RCS in retail.13 RCS in travel.14 RCS in telcos.15 Understanding the business benefits of RCS 16 For enterprises:More effective marketing campaigns,enhanced customer care,and communications.16 For telcos:Mitigate against A2P SMS revenue loss to messaging

5、apps.17 Conclusions 20 Recommendations for enterprises 20 Recommendations for telcos 20 Appendix 21 02 2024 Omdia.All rights reserved.Unauthorized reproduction prohibited.Summary RCS is poised to grow revenue for enterprises and telcos Apples forthcoming support of rich communication services(RCS)on

6、 iOS 18 signals a brighter future for the telco-based rich messaging serviceand for enterprises interaction with their customers.RCS has been around for a while,but its 15-year history has seen patchy support among telcos and other messaging players,fragmented rollouts,and a general hesitancy from t