RCS Business Messaging Research Study
In 2018 we expect Rich Communications Services (RCS) to continue its recent rapid growth in the market, with a significant number of consumers being exposed to what RCS Business Messaging has to offer. Operators, OEMs, aggregators and platform providers have the technology in place, and leading brands are prepared to launch a range of innovative RCS Business Messaging-based customer experiences.
With this in mind, the GSMA and OpenMarket sponsored a programme of consumer research in Mexico, South Korea, the United Kingdom and the United States to understand which aspects of RCS Business Messaging excite consumers most. This paper is based on the results of that research. It is divided into three sections:
- Consumer perceptions of RCS: reactions to a sample of RCS Business Messaging use cases, understanding why consumers are excited by RCS, and reactions to RCS’ features
- State of play of the RCS market: an overview of the current state of the global RCS market
- Immediate opportunities in the RCS Business Messaging market: a high-level overview of the opportunities presented by RCS Business Messaging with specific reference to mobile operators, brands and aggregators
Consumers are overwhelmingly excited about what RCS has to offer. Nearly 80% of consumers find RCS appealing and over 70% say RCS would make them more likely to want to communicate with a brand.
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