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Future Networks Events

GSMA RCS Business Messaging Awareness Lab #14 – MWC Americas 2018

September 11, 2018 @ 11:00 am
September 11, 2018 @ 7:30 pm
City Club Los Angeles
Address: Google Map
555 S. Flower, 51st Floor
Los Angeles, CA 90071-1558 United States
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The Future Networks Programme will be hosting the fourteenth GSMA RCS Business Messaging Lab, sponsored by 3Cinteractive, during Mobile World Congress Americas on Tuesday 11 September at 11:00-17:30. There will also be a networking drinks reception following the presentations. Join us at this much-anticipated event in Los Angeles and hear from some incredible speakers from 3Cinteractive, ADPAT&T, ExpressGoogle, Mavenir, SamsungVodafone, WalgreensWIT Software plus more major brands.

Attending a GSMA RCS Business Messaging Lab will allow you to contribute to the future of business messaging. From designing commercial models and customer experience, to informing the GSMA standards, your contribution will ensure an open ecosystem that works together to realise the value estimated by 2020 of $74 billion.  Networking is a major part of the Lab series, and individuals have made important connections at the Labs they have gone on to work with.

The RCS Business Messaging Lab enables individuals to contribute to the future of messaging and to ensure RCS becomes an industry-leading business messaging platform by sharing, identifying and resolving issues.


About Our Sponsor: 3Cinteractive

Fortune 500 companies rely on 3Cinteractive (3C) for its dynamic technical and strategic expertise in mobile technology and solutions. Founded in 2007, 3C has built an unparalleled, cloud-based platform delivering flexibility, security, speed, scale and reliability for its clients.

From delivering information and driving unique one-to-one interactions, to facilitating valuable mobile commerce transactions, 3C builds lasting partnerships based on trusted solutions to deliver measurable business results for brands.

For the past two years, 3C has been working side-by-side with the GSMA and global carriers to develop the MaaP ecosystem to make RCS the preferred channel for brand marketers and delivered the first RCS Business Messaging campaigns in North America earlier this year.


We have now reached full capacity are are no longer accepting applications for this event. Please click here to view other upcoming RCS Labs.


GSMA RCS Business Messaging Awareness Lab Agenda


Registration (Coffee and soft drinks provided)


Welcome from GSMA

Jill Cooper, Programme Marketing Director, GSMA


Welcome from 3Cinteractive

Jeff Michaud, VP Client Strategy, 3Cinteractive


A Global Update on RCS

David O’Byrne, IP Communications Project Director, GSMA


RCS The Time Is Now: Fireside Chat


David O’Byrne, IP Communications Project Director, GSMA

John Duffy, CEO, 3Cinteractive


RCS The Time Is Now: Panel Discussion with Operators & Brands

David O’Byrne, IP Communications Project Director, GSMA

John Duffy, CEO, 3Cinteractive

Oscar Gallego, Global Head of Smart Communications & Security, Vodafone

Kate Jung, Director Loyalty, Mobile & Partnership, Express


Vodafone RCS Global Roll-Out & How to Achieve Scale

Oscar Gallego, Global Head of Smart Communications & Security, Vodafone




RCS Business Messaging Updates from Google

– Examples of RCS Business Messaging (RBM) for marketing and promotions

– Transactions and commerce with RBM

– Customer care and other use cases

Alexandre Allemand, Business Development Manager – RCS, Google


RCS Brand Showcase 1: ADP

RCS – Security with Convenience

– Showcase rich messaging experience for our users for transactional messages related to security

– Improve customer login experience with one-click passwordless experience

– Elevate security with 2 factor authentication for sensitive transactions

Sonal Doshi. Director Product Management, ADP


RCS Brand Showcase 2: TBA



Fireside Chat: Walgreens and 3C – Early Adoption of RCS

Jeff Michaud, VP Client Strategy, 3Cinteractive

Erin Neus-Cheong, Director of Product Management, Walgreens


RCS Brand Showcase 4: Best Buy

Jeff Michaud, VP Client Strategy, 3Cinteractive


Reinventing the Messaging Experience

– Samsung’s philosophy and approach to RCS

– Platform features

– A2P trial highlights

Alonso Guzman, Business Development Manager, Samsung 


RCS Brand Showcase 5: TBA



RCS Brand Showcase 6: TBA



Coffee Break


Commercial Models for RCS

David O’Byrne, IP Communications Project Director, GSMA


Commercial Model Discussion with Audience



Recommended Good Practices for RCS Business Messaging

David O’Byrne, IP Communications Project Director, GSMA 


Automation in Customer Service using RCS Chatbots (including YORN demo)

– A2P Campaigns using RCS and MaaP
– AI and Automation of Customer Service
– Cost savings using customer service automation
– Connecting RCS with a Live Chat platform (demo)

Luis Silva, CEO, WIT Software 

Pedro Andrade, Head of New Product Development, WIT Software


Ad Sponsored Messaging using RCS (including demo)

– Keeping the channel clean while still delivering context sensitive mobile advertising

– The case for non-intrusive ads and bot suggestions

– Rewarding customers to drive adoption

Carlos Aragon, Director of Enterprise Solution Marketing, Mavenir


Closing Presentation

John Duffy, CEO, 3Cinteractive


Cocktail Reception




John Duffy, CEO & Founder, 3C

John Duffy, Founder and CEO of 3C, is a visionary who, over his 25+ years as an entrepreneur, has maintained a steadfast belief that it should be easy for brands to use technology to connect with consumers in meaningful ways. Out of that simple belief, 3C was born. In the early days of mobile, when competitors were focusing on selling wallpapers and ringtones, John proved himself an independent thinker. He focused 3C on finding ways to help brands use mobile to drive relevant engagement at the consumer’s moment of need that delivered measurable business results. Today, using a blend of expertise and technology, 3C empowers leading brands and retailers to develop deeper, more valuable relationships with their consumers through the implementation of highly effective mobile marketing solutions. John began his career at MCI. Prior to founding 3C he built several successful companies in a broad spectrum of industries including Champion Billing Systems and Internet Billing Company (iBill), which sold to InterCept Payment Solutions in 2002. John built iBill into one of the first internet-based payment processing companies that enabled e-commerce businesses to accept and process real-time payments through secure transaction services.

Jeff Michaud, VP Client Strategy, 3C

Jeff Michaud is VP of Client Strategy at 3C. He has over a decade of experience in mobile and is a seasoned industry executive. In his role, Jeff leverages his experience and deep expertise in mobile strategy and technology to create results-driven mobile engagement that delivers substantial value for some of the world’s best brands and retailers. Jeff has a passion for helping marketers figure out how to insert mobile into the customer journey in a way that will deliver greater than expected ROI. In addition, his deep understanding of the customers’ needs enables him to help brands create mobile engagement that enhances the customer experience. Working side by side with brands, Jeff crafts strategies to keep them ahead of always evolving trends and technologies. Jeff has delivered mobile marketing strategies that have strengthened brand loyalty and driven millions in new revenue. Jeff is active in several mobile industry organisations, he is a leading voice, regular speaker and expert source for the media on all topics within mobile marketing. Jeff also serves as a mentor and the board chairman for Take Stock in Children Palm Beach County, which provides mentoring and college scholarships for at-risk, low-income students in Florida.    

Sonal Doshi, Director of Product Management, ADP

Sonal Doshi is Director of Product Management at ADP.  For the past one year, Sonal is working an enterprise wide initiative to solve and innovate ADP’s communications. She is working on next generation communications and preferences platform, encompassing multiple channels and product integrations that streamline Application to Person communications from ADP products to end users. One of her goals with RCS is to use transactional messaging experience to improve security with convenience.

Kate O’Shaughnessy Jung, Director Loyalty, Mobile & Partnerships, Express

Kate Jung is Director Loyalty, Mobile & Partnerships at Express, a leading specialty retailer for men and women. Ms. Jung joined Express in July 2016 to manage the EXPRESS NEXT loyalty program, which has more than 20 million members. Ms. Jung led a successful relaunch of the Express NEXT loyalty program in 2017 that turned around a six-quarter declining return rate among existing customers.  The relaunch refined the credit value proposition, increased reward access, added new ways for members to earn points and introduced a mobile hub. Ms. Jung is an experienced marketing executive who has helped the company in its efforts to reach customers more effectively by building a data-driven enterprise. Ms. Jung spent 15 years in marketing at Tim Hortons, one of the world’s largest quick service restaurant chains. She began her career working for retail clients including Cacique, Victoria’s Secret and Bridgestone-Firestone.  Born in Columbus, Ms. Jung is a graduate of Ohio University in Athens, Ohio.

Alex Allemand, Business Development Manager, Google

Alex Allemand is a Business Development Manager with Google’s Rich Business Messaging. He has 17 years experience in the telecom industry with a focus on a2p and business messaging. His specialties include roaming, interconnect, and business development internet. Prior to joining Google in 2012, he was an International Account Manager for the French telco company, Bouygues Telecom.

David O’Byrne, IP Communications Project Director, GSMA

David O’Byrne is responsible for on-going development of RCS specifications and adoption of RCS by Operators, Vendors and Operating System providers. He is also responsible for development of Messaging as a Platform features and continuous improvement in VoLTE, ViLTE and VoWiFi specification and deployment. He is a regular speaker at industry events on the subject of the evolution of IP Communications. Prior to joining GSMA, David has held a variety of technology and strategy roles at iHeed, Microsoft, Vodafone and Eircom. David holds a Bachelor of Engineering Degree from University College Dublin, Ireland and MBA Degree from Open University, UK.

Carlos Aragon, Senior Director of Enterprise Solutions Marketing, Mavenir

Carlos Aragon is the Senior Director of Enterprise Solutions Marketing at Mavenir. He has extensive experience with real time communications, mobile and fixed-line Unified Communication (UC) services, UC as a Service and WebRTC as well as in-depth knowledge of related user experience fields such as video production and animation. Carlos has two decades of experience in telecommunications, starting his career in a technical support engineering role for Ericsson; supporting 2G/3G switching, intelligent networks and GPRS. In 2000 he joined Nortel, where he held pre-sales and global product marketing responsibilities for Wireless Packet Core, IMS and Multimedia Applications. In 2010 Carlos transferred to GENBAND as part of their Nortel acquisition (and then Ribbon Communications as part of their merger with Sonus Networks), where he owned the marketing of Cloud and Platform-as-a-Service offers. At the beginning of 2018, Carlos joined the Mavenir team to help mobile network operators provide innovative solutions for the enterprise of the future. Carlos Aragon holds a bachelor's degree in telecommunications engineering from Universidad Politécnica de Madrid.

Alonso Guzman, Business Development Manager, Samsung

Alonso Guzman is a Business Development Manager within Samsung’s Product & Service Innovation Team and is a founding member of the RCS business group within Samsung. In his role, Alonso works on driving the global expansion of RCS and MaaP offerings. Alonso started his career at Samsung in the company’s Global Strategy Group, developing the company’s strategy for automotive semiconductors. Prior to joining Samsung, Alonso held various roles at IBM. He holds a BBA from the University of Texas at Austin and an MBA from Duke University.

Oscar Gallego, Head of Smart Communications, Vodafone Group

As part of Vodafone’s Global Technology team, Oscar Gallego is responsible for the Group’s consumer products in the areas of communications and security. He joined Vodafone in 2009 has fulfilled senior management roles in both technology strategy and service deployment. Prior to that, Oscar worked for network providers such as Ericsson, NEC and Nortel across engineering and R&D roles. In 2012, Oscar led the team pioneering the first commercial deployment of RCS, scaling it as a hub to serve 15 Vodafone operations across 3 continents and, more recently, evolving it to offer Messaging-as-a-Platform (RCS A2P) commercially in the first half of 2018. In parallel, he works closely with GSMA partners to define and realise RCS ecosystem foundations enabling interoperable commercial deployments worldwide. Oscar’s current focus is on realising a monetisation ecosystem around the RCS service. Beyond RCS, his responsibilities include evolving telco communications towards a customer friendly multi-device experience as well as providing a safer Internet journey for Vodafone customers.

Pedro Andrade, Head of New Product Development, WIT Software

Pedro Andrade is Head of New Product Development at WIT Software. He has been managing several projects for mobile operators in the ChatBots Business, being responsible to deliver new solutions to this market, in areas like customer service, enterprise productivity and conversational commerce.

Luis Silva, Founder and CEO, WIT Software S.A.

Luis Silva is CEO and Founder of WIT Software S.A.