Gartner Research

Prepare for Yet Another Messaging Option: Rich Communication Services

Published: 12 July 2017

ID: G00328843

Analyst(s): Charles Golvin

Summary

Rich Communication Services is mobile carriers' alternative to mobile messaging apps like WhatsApp. RCS allows brands to employ rich media and interactive elements to engage consumers. Despite adoption hurdles, marketing leaders need to prepare to incorporate RCS into their messaging strategy.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Many wireless operators are rolling out rich communication services, introducing additional complexity and potential confusion into marketing leaders' mobile messaging strategy.
  • As the range of mobile messaging alternatives expands, marketers face an apparent choice between customized interactions and a least common denominator experience

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