{"id":8692,"date":"2016-09-30T17:03:30","date_gmt":"2016-09-30T16:03:30","guid":{"rendered":"https:\/\/www.gsma.com\/solutions-and-impact\/technologies\/networks\/?post_type=digest&#038;p=8692"},"modified":"2019-10-09T17:14:03","modified_gmt":"2019-10-09T16:14:03","slug":"google-teases-plans-take-rcs-next-level","status":"publish","type":"post","link":"https:\/\/www.gsma.com\/solutions-and-impact\/technologies\/networks\/digest\/google-teases-plans-take-rcs-next-level\/","title":{"rendered":"Google teases plans to take RCS to the \u201cnext level\u201d"},"content":{"rendered":"<p><em>By\u00a0Steve Costello\u00a0<\/em><\/p>\n<p>LIVE FROM GSMA MOBILE 360 LATIN AMERICA, MEXICO: Google\u2019s Todd Parker talked up the evolution of <a href=\"https:\/\/www.gsma.com\/solutions-and-impact\/technologies\/networks\/rcs\/universal-profile\/\" target=\"_blank\" rel=\"noopener noreferrer\">RCS <\/a>(Rich Communications Services) to capitalise on the mobile messaging boom, with several other execs highlighting the potential the technology offers.<\/p>\n<p>RCS is a GSMA-backed technology for advanced messaging services built on an IP Multimedia Subsystem (IMS) backbone, including video calling, presence, photo sharing and enhanced messaging.<\/p>\n<p>Following the search giant\u2019s acquisition of RCS developer Jibe Mobile last year, and a subsequent push for the platform announced at Mobile World Congress this year, Parker, who works in business development for Google\u2019s messaging activities, revealed: \u201cIn the future, we will be introducing three new pieces of the puzzle, which we think will start helping the carriers take it to the next level, helping them monetise, helping messaging start making more money.\u201d<\/p>\n<p>New additions will support the use of plug-ins and bots, enabling more to be done within the messaging app \u2013 echoing similar strategies used by players such as WeChat and Line. This will also enable other partners to be brought into the ecosystem.<\/p>\n<p>And enhanced video support is also promised \u201cwithin the next year\u201d.<\/p>\n<p>Sergio Collazo Llerandi, value added services engineering manager at America Movil, also noted other opportunities in areas such as mobile money, driven by the ubiquity of messaging \u2013 again a path taken by apps such as Kakao.<\/p>\n<p>\u201cMost of the people know how to use messaging, and the next step is sending money, sending a file, it\u2019s natural.\u201d<\/p>\n<p>Parker also said that Google\u2019s approach, where RCS is positioned as the Android messaging app, but not tightly integrated with the platform, offers some advantages. \u201cToday\u2019s RCS is not a download. It\u2019s not something you have to go out and market to your end users, beg with them, plead with them, \u2018please download this app\u2019. That barrier was a steep barrier.\u201d<\/p>\n<p>\u201cAfter working with a lot of operators and understanding what we need to do, you have to iterate that product every two weeks. WhatsApp is doing it, Line is doing it. Everyone is doing it, so you have to be right there with them with a very high velocity rate for features.<\/p>\n<p>Read more on <a href=\"http:\/\/www.mobileworldlive.com\/m360-2016-latin-america-article\/rcs-evolution-takes-it-to-the-next-level\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mobile World Live<\/a>.<\/p>\n<p>Read more about the <a href=\"https:\/\/www.gsma.com\/solutions-and-impact\/technologies\/networks\/rcs\/universal-profile\/\" target=\"_blank\" rel=\"noopener noreferrer\">Universal Profile for RCS.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>By\u00a0Steve Costello\u00a0 LIVE FROM GSMA MOBILE 360 LATIN AMERICA, MEXICO: Google\u2019s Todd Parker talked up the evolution of RCS (Rich Communications Services) to capitalise on the mobile messaging boom, with several other execs highlighting the potential the technology offers. RCS is a GSMA-backed technology for advanced messaging services built on an IP Multimedia Subsystem (IMS) [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":8694,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_oasis_is_in_workflow":0,"_oasis_original":0,"_oasis_task_priority":"","footnotes":""},"categories":[9714,60,6905],"tags":[],"algolia_discover_type":[15357],"class_list":["post-8692","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digest","category-latest-news","category-rcs-digest","algolia_discover_type-article"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.1 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Google teases plans to take RCS to the \u201cnext level\u201d - Networks<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gsma.com\/solutions-and-impact\/technologies\/networks\/digest\/google-teases-plans-take-rcs-next-level\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google teases plans to take RCS to the \u201cnext level\u201d\" \/>\n<meta property=\"og:description\" content=\"By\u00a0Steve Costello\u00a0 LIVE FROM GSMA MOBILE 360 LATIN AMERICA, MEXICO: Google\u2019s Todd Parker talked up the evolution of RCS (Rich Communications Services) to capitalise on the mobile messaging boom, with several other execs highlighting the potential the technology offers. RCS is a GSMA-backed technology for advanced messaging services built on an IP Multimedia Subsystem (IMS) [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.gsma.com\/solutions-and-impact\/technologies\/networks\/digest\/google-teases-plans-take-rcs-next-level\/\" \/>\n<meta property=\"og:site_name\" content=\"Networks\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/gsma\/\" \/>\n<meta property=\"article:published_time\" content=\"2016-09-30T16:03:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-10-09T16:14:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.gsma.com\/solutions-and-impact\/technologies\/networks\/wp-content\/uploads\/2016\/09\/Google-650x320.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"650\" \/>\n\t<meta property=\"og:image:height\" content=\"320\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"tskinner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@GSMA\" \/>\n<meta name=\"twitter:site\" content=\"@GSMA\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"tskinner\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Google teases plans to take RCS to the \u201cnext level\u201d - Networks","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.gsma.com\/solutions-and-impact\/technologies\/networks\/digest\/google-teases-plans-take-rcs-next-level\/","og_locale":"en_GB","og_type":"article","og_title":"Google teases plans to take RCS to the \u201cnext level\u201d","og_description":"By\u00a0Steve Costello\u00a0 LIVE FROM GSMA MOBILE 360 LATIN AMERICA, MEXICO: Google\u2019s Todd Parker talked up the evolution of RCS (Rich Communications Services) to capitalise on the mobile messaging boom, with several other execs highlighting the potential the technology offers. 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