MWC Shanghai 2018 Seminar
RCS Business Messaging: The Future of Brand Communications

Start: Thursday 28 June 2018 8:00 am

End: Thursday 28 June 2018 10:00 am

Venue: Jumeirah Himalayas Hotel


Venue: Ru Room (Level 2), Jumeirah Himalayas Hotel

The world’s most successful communications channel, SMS, is being upgraded globally to Rich Communications Services (RCS). With 55 launches and 167 million monthly active users, this Operator messaging platform is available for millions of brands to enhance their consumer communications.

The GSMA’s Future Networks Programme will host an RCS Business Messaging Seminar at Mobile World Congress Shanghai 2018. Join us at this much anticipated event in Shanghai and hear from 3Cinteractive, China MobileKDDI, Mobilesquared, NTT DoCoMoSamsungSoftbank and WIT Software who, along with the GSMA, will discuss the current state of play of RCS and the Business Messaging market; the commercial opportunities and market potential of this platform; the strategic vision for RCS, and much more. The agenda can be found at the bottom of this page.

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Welcome and Introduction

The Year Ahead for RCS and the Future Networks Programme

David O’Byrne, IP Communications Project Director, GSMA


China Mobile’s RCS Exploration

– A look at the developing maturity of the MaaP business in China
– An exploration of A2P business in China
– Insights into China Mobile’s Business Messaging development

Hu Wenhui, Head of RCS, China Mobile


‘+message’: Japanese MNOs’ RCS Service

– An introduction to ‘+message’; Japan’s RCS messaging service

– A description of the service features of ‘+message’ enjoyed by Japanese subscribers

– KDDI, NTT DoCoMo and Softbank’s collaborative work

Hideyuki Koto, Manager, Service Planning/A2P Business Strategy, KDDI

Akiko Tobe, Manager, Smart-life Planning Dept., NTT DoCoMo

Eiko Tanaka, Manager of API Design/A2P Business Strategy, Softbank


Samsung and RCS: Leveraging the Most Powerful Messaging Communication Tool

– How the market’s need for RCS is driving the industry key players

– How Samsung MaaP meets the demands of different markets

– Efficient and effective, a win-win model for the industry

Sean Yoo, Director of Product Innovation – RCS Program Manager, Samsung


Regain your A2P Revenues with MaaP and Chatbots

– Migrate SMS A2P Business into RCS MaaP
– Revenue Sources with A2P and Chatbots
– Use-cases and a glimpse at the evolution

Luis Silva, CEO and Founder, WIT Software


The ‘Messaging as a Platform’ Opportunity — Driving Conversational Commerce for Brands

– What is Conversational Commerce and why does it matter to brands and consumers?

– Messaging as a Platform and RCS are paving the way for true Conversational Commerce

– Leading brands in the U.S. are embracing the power of RCS and Messaging as a Platform

Jeff Michaud, VP Client Strategy, 3Cinteractive


Industry Panel

– What are the foreseen changes in the market?

– What new technologies should market-players prepare for?

– What is the strategic vision moving forward?

– How do we scale?

– What are enterprises looking for from RCS?

  • 3Cinteractive
  • KDDI
  • NTT DoCoMo
  • Samsung
  • Softbank


End of Seminar


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.



Hu Wenhui

China Mobile Internet Company,

Hu Wenhui, Head of the department of RCS at China Mobile Internet Company, leads China Mobile’s RCS project team to explore the roll-out and development of RCS in China. After several years of exploration, Mr. Hu and his team have accumulated rich RCS practical experience in Chinese market.

David O’Byrne

Business Development Lead, VoiceSage

David O’Byrne is Business Development Lead driving VoiceSage’s B2B rich messaging activity. He has worked in Telecoms, Media and Technology for over 20 years, with such brands as Three UK, Eir, Vodafone, Dell, Microsoft and Visa. David was formerly the RCS project manager at GSMA and led feature development and market launch activities for RCS Business Messaging.

Hideyuki Koto


Hideyuki Koto is a Manager at KDDI Corp., and is responsible for service planning of messaging, specialising in the field of A2P Business Strategy. He is currently in charge of RCS Messaging Services and Platform Strategy, including Operator and Vendor relations. Previously, he worked in the R&D division of KDDI where his specialty was in the field of network architecture design and traffic theory.

Nick Lane

Chief Insight Analyst, Mobilesquared

Nick founded Mobilesquared in 2008 to deliver specialist research and consultancy across all areas of the mobile and telecommunications industries, and has authored strategic industry reports on topics including; OTT, RCS, A2P SMS messaging, unified communications, mpayments, mobile advertising, premium rate services, apps and content, and technology. Nick’s work is extensively covered in the mobile, business, and marketing press, and he has been interviewed on mobile and tech topics by media including the BBC, Bloomberg, The Financial Times, and CNN. He speaks at conferences around the world, and is a judge for the Global Mobile Awards, the MEFFYS and the EMMAs. Prior to founding Mobilesquared, Nick was principal analyst at Informa Telecoms & Media (now Ovum), after having spent ten years as a tech journalist working on leading global B2B titles.

Akiko Tobe


Akiko Tobe is a Manager at NTT DOCOMO, INC., and is responsible for service planning of messaging such as SMS, Mail and RCS. She is currently in charge of RCS Messaging Services and Platform Strategy, including Operator and Vendor relations. Previously, she worked in the R&D division of NTT DOCOMO where her specialty was in the field of software arichicture design.

Sean Yoo


As a member of Samsung’s Product and Service Innovation team, Sean Yoo is responsible for managing the team’s business initiatives with carriers. As Director of Product Innovation – RCS Program Manager, she manages the overall programme of RCS which includes end-to-end solution planning and delivery. Prior to her current role, Sean led carrier engagement in the Technology Strategy team, interfacing with carriers worldwide on the evolution of new technologies such as IMS Services (VoLTE/ViLTE/VoWiFi/RCS), Gigabit LTE (CA/MIMO), IoT and eSIM.

Eiko Tanaka

Manager, SoftBank

Eiko Tanaka is a Manager at SoftBank Corp., and is responsible for service planning of messaging, specialising in the field of A2P Business Strategy. She is currently in charge of RCS Messaging Services and Platform Strategy, including Operator and Vendor relations. Previously, she worked in the Service Planning division of SoftBank where she specialised in the field of Infrastructure Services such as VoLTE, VMS and Messaging.

Luis Silva

Founder and CEO, WIT Software S.A.

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