RCS Marketing: All about SMS 2.0

People whose Android phones already have the service must update, The others will have to wait a little more, or even change the model for a more recent which is compatible with this protocol.

He will replace the SMS: Understand what RCS is

For a few months, the term has been on all mouths: RCS (for Rich Communication Services)). Google in fervent defender, technology is seen as the future of the simple SMS/MMS protocol. But what really ? Our file will tell you.

Nowadays, many people are on Facebook Messenger, Whatsapp or Line. These instant discussion applications gradually buried, but not completely supplanted, the SMS/MMS protocol of yesteryear which is only used today on rare occasions.

Faced with this movement, we hear more and more talk about the RCS. Google is one of the companies ceasing to place this little abbreviation in each of its sentences as soon as it talks about a discussion application, especially when its own – especially Google Allo – have never managed to captivate the market.

But what is the RCS, in fact ? What is it going to serve, and why is it not implemented more quickly ? In this file, we will explain the ins and outs of all this.

What is a RCS message (Rich Communication Services) ?

RCS means ” Rich Communication Services », And designates a protocol developed by the GSMA consortium. You will understand: this is a free protocol, depending on that of the IP.

What a difference between SMS and RCS ?

Its goal ? Offer standardized services to all, with in particular:

• Independent messaging
• Head-on-one cat
• Group cat
• File transfer of any type
• Availability notification
• Voip calls
• Video calls
• Geolocation
• Audio messaging
• Blacklist

You will understand, it is a question of offering SMS / MMS of yesteryear the same features which make the strength of services like Facebook Messenger or WhatsApp. With something more: this standard can be used by any smartphone manufacturer on any device, and works on any network and any server.

The RCS does not however go through the simple GSM network, but of course through 4G or Wi-Fi. Despite everything, the applications using it easily recognize each other and can therefore effectively benefit from all these limits without limits. And this, whatever the platform: telephone, tablet, computers, everything is good.

Philosophy behind the RCS

Why did you create the RCS ? Even if we forget it, all the services currently used come from private companies: Messenger belongs to Facebook, WhatsApp belongs to Facebook, Skype belongs to Microsoft … and Imessage belongs to Apple Apple. Users therefore pass their private lives through entities channels with total control of their data.

Some companies use them, and others not. The fact remains that the model is more vicious in essence than the simple SMS, which passing through the telephone network is rather controlled by the government, guaranteeing a certain respect for privacy. The RCS is however not encrypted from start to finish, which worries certain people.

On the pure practical aspect, having an “iMessage for all” must necessarily go through a standard accepted by all. However, these companies have developed their own technologies and are far from wanting to share the fruit of their requests: they are all in competition.

The RCS remains completely neutral. Therefore, all devices and all manufacturers have access to it, making users will finally be able to taste this famous “Imessage pour tous” without having to have the same product of the same manufacturer with the same application. Just have a RCS compatible application, and all the features are immediately unlocked.

In addition, that does not prevent competition. The RCS may be a standard, the applications using it are free to use the interface they want and to adopt the name they want. This is why Android messages and samsung messages are compatible even if their goals are very different.

The adoption of the RCS

Everything sounds perfect, isn’t it ? However, this standard is not easily accepted. On the one hand, it calls on many different actors who must all shake hands, and in particular operators. For these, SMS/MMS are still an interesting windfall that the RCS will not replace, whose support must be deployed on the network. An investment without necessarily of return which can displease. Most operators have announced that they wanted to support the RCS, but there are few who made the necessary deployments for the moment.

On the other, private actors and developers are not necessarily motivated to integrate RCS into their applications. It must be said that private services are already massively occupying the market, making standard adoption do not necessarily seem guaranteed by users. Also, why invest in something that does not guarantee an important monetary return ?

This is what is currently opposed to the adoption of the RCS. However, Google makes feet and hands so that this standard is adopted. Likewise, some telecoms players see in the RCS a way to combine their efforts to counterbalance the power of large companies, and ally in this sense around the protocol to counterbalance these companies.

In this sense, it seems that the RCS is intended to replace the SMS/MMS in one way or another. The only unknown is ultimately the time it will take, linked to the time it will take for an agreement to be found among all these different actors in the market.

We contacted the four French operators to collect their visions of the thing. Free indicates that it has nothing to communicate on the subject: we are still waiting for response from Orange, SFR and Bouygues Telecom, and update this article if we have them.

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And yet, the SMS is mainly given in 3G and 4G even on the telephones which are not smartphones. These are two totally decorated things. Above all, the operators must get into it.

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05 07 19 still no deployment of RCS on S9 Samsung even with the Google Message application.

The idea is good to have a communication protocol for everyone but the fact is that not all packages include 4G. For example, I have 2 children who have a free package € 2 and 4G cut to avoid exceeding 50 MB (the rest of the time the house of the house is more than enough) if this proteiprot becomes compulsory I would be forced to go more expensive packages.

Personally I am for the RCS. I do not want to take a package, because with the internet at home, we have 1 fixed to call, enough to connect to all the media possible, so just 1 prepaid sim card, and I can be joined everywhere, at all times. I only put credit to avoid the revocation of my SIM, and that’s enough. In most cases. It must be admitted that this represents some drawbacks at times of course. When I have to answer someone’s SMS who does not use WhatsApp and company for example. Suddenly, this protocol would allow me to be able to make up for this type of situations. And then, for those who have packages, it would also allow them to lower the prices of these. If operators can no longer include the unlimited SMS option, as they offer it in each of them these days, it will necessarily justify 1 drop in prices for you too gentlemen/ladies. Because let’s not be shown, it is not because it is offered in unlimited, that it is not billed accordingly in your packages. Certainly some packages are not worth much these days, but not everyone chooses them, as for others, they simply do not meet the conditions to have access to them (as with free, where you must already have 1 ABO Internet with their box for example). And then, if that can, possibly, evolve things so that operators make less money on our back. It is always good to take ! We already pay much enough for everything today ! And I do not think that people who struggle every day to earn a living and bring their family to life, without being able to complete their ends of the month as they should, or who cannot afford the slightest gap ( Style 1 Small occasional restaurant, cine or I don’t know what else), because they have their invoices to settle, will complain. On the contrary, that’s always taken, whatever the amount of this cost reduction. Anyway, I know that some will understand or share my point of view, and that others not. But that’s France ! Lol �� and fortunately everyone has their opinion, because otherwise all this would be so boring. ��

Very good idea, strongly that all operators find an agreement and that this technology is finally deployed ! Because having to have 4 apps (in my case Messenger, Whatsapp, Snapchat, Google Duo) to discuss it is an aberration. We will tell me “Ah but you don’t have to use these services if you don’t hold !”Except that today my contacts favor these couriers to the detriment of SMS (which I can understand because the SMS has not evolved, especially for group discussions, very practical), so I have no choice. The fact that it goes through 4G and wifi unlike what was said that is not a problem, today the majority of the plans are almost unlimited for 4G (flow reduces once the data envelope consumed, but still possibility of being able to communicate, no total cut), and WiFi is present almost everywhere even in certain public places. After the generalization of the RCS, why not the same for social networks ? There too today to follow and chat with a larger network than our contacts we must have Facebook, Twitter, Instagram, Snap. Why not several inter-compatible apps between them ? Therefore there could be real competition between Internet services, without obliging to use this or that service. Finally I am the advance of the RCS very closely.

Language abuse: you don’t speak, you write. On the web if I want to denigrate my government or prepare an attack, well I do not proclaim it on the merchant of the net. I chat with my friends, orally, it’s much healthier.

As you seem to be specialist in big data and the exploitation of my sms ‘Merry Christmas’ and ‘goes to take bread’ which make me a bulimic catho, well I give you an example (among D other) of the opposite case. Now if you are on mercantile social networks, well yes. But there is no need to be there to communicate, have friends, live what.

No, I know. But it is also naive to believe that we send that messages so insignificant by textos. Personally, with my friends precisely, I speak by messages of much less anecdotal subjects: comments on news, family concerns, job search, in short of the news what ! And that interests a surveillance system even more !

As if people used a prepaid card to send SMS. It is not a neurosis but the reality: to read even the meta-usals of the messages exchanged allow to know a lot about each individual, it has been demonstrated !

you are on the wrong track. any nameless prepaid card, without email address and in a Nokia 3310 Shipping SMS everywhere. On the other hand the data, the social networks. You have to stop the nevrosis my guy no ps . And to guess that I am a fan of the evening (so alcoholic) it will take a super ia Auche evening at the club ��

We do not compare the Telex with a high def scan. Now sending photo tera and video without interest to be thirsty is not used in 99% of cases in . Nothing. Putting an animated gif and a saltphie to say lol what, 200 times a day is useless . A simple SMS at worst is enough. Thank you for the planet��

We don’t care !�� There are tons of app for those who want photo, video, stupid animation and other thing but without data, you are dead.�� SMS works everywhere, text and presto . Perfect. No need for 4G, package, frills, nor smartphone at 500 balls that hugs in battery in 24 hours��

It is so useful to “for” SMS / MMS are gradually neglected. Have a smartphone too is useful for “nothing”, but strangely the phones features are also gradually neglected.

It is also simple and universal. Down with the SMS, slow and unreliable and to pick up the features !

well yeah ! We now know that you eat bread -> targeted advertising. We know that you are a follower of evenings -> Risk of alcoholism -> Increase in the price of insurance. With other messages, you can know if you are a woman that you will soon have a child, hence possible discrimination in hiring, that you do badly, hence the increase in car insurance, etc.

we do not care. Hello I can go to you? brought back bread kissing a tata. You come to the evening tomorrow? It’s worth a encryption 128 it’s clear��

Confidentiality and SMS, well let’s see. WhatsApp is encrypted for information, like other services, but not the SMS.

This is the belly if you have to go through 4G. The advantage of SMS is that the recipient can be attached even if the latter makes an internet connection “break”. For longer cat sessions or photo exchanges etc, there are already too many messaging that work very well with 4G or wifi. In short, these RCS are just the ass sitting between two chairs, unnecessary and without place to exist.

Thank you I have been testing since yesterday suddenly. 😉 WhatsApp no ​​longer works but it still seems promising. If they develop a new WhatsApp plugin, I will be able to adopt it completely.

If you are in several police custody, you obviously represent a danger for others or for yourself (depending on the facts/crimes committed, we do not make a gav by mistake, even less when you are several and this are your words) so it may not be bad than you search your phone. So certainly, maybe the practice is prohibited, but if it is intelligently practiced why not.

“According to the figures published by the ITU, 6,000 billion SMS were sent around the world in 2014 in 2014. This figure was divided by two in 2016, with “only” 3,000 billion SMS sent. In France, 184 billion SMS was sent in 2017, which represents a drop of 8.2% compared to the previous year. According to the same source, the income generated by SMS fell 8.5% between 2014 and 2016.”=> France represents (with ladle) more than 1% of world messages (I think it is due to the fact that it is almost systematically unlimited unlike a lot of other countries, moreover it is One of the reasons for the success of WhatsApp and others). We are therefore rather on 6% (see more because the number of SMS sent worldwide has certainly had to fall from 2016 to 2017) that is 15.000 billion messages for WhatsApp against 3.000 billion SMS (in constant fall) as much to say that it is not joy

If we take up the various figures shared in the comments, 42 billion messages / day for WhatsApp worldwide, 15 million users in France for 1.5 billion in the world. France representing 1% of users, let’s say 1% of messages per day or 420 million messages / day for WhatsApp in France. 44.7 SMS millards sent to France in the 1st quarter of 2018, it gives roughly 496 million SMS / day in France. To say that it buried the SMS/MMS protocol, rare occasions, etc., that’s just false (even by adding Messenger in the balance).

In France: Messenger: 33 million active users WhatsApp: 15 million active users worldwide: Messenger: 2.3 billion active users Whatpp: 1.5 billion active users

It goes in MMS so yes it’s compressed. But the purpose of this new standard is to be compatible with all the phones even the old and have enriched messages for smartphone.

It seems to me that it is Disa’s promise (available on the play store). But never tried so I don’t know what it’s worth.

absolutely. An old phone, and hop an SMS from the bottom of China to the Moroccan Desert and it works

Another thing based on data and 4G. Long live the SMS, simple, universal.��
We extract the data from the telephones of the people who are kept in police custody and it is 100 % legal.

I inquired about this “protocol”, it has existed since 2008 and it has been abandoned by Orange since 2015 or 2016. It may not replace much in my opinion ^^

In fact it’s 42 billion messages / day for WhatsApp I think (small precision even if it’s global)

I was talking for my case, I only use Messenger for “Facebook friends”. Otherwise no Whatsapp, Snapchat, Nor Instagram, Nor Imo. I don’t even have the Facebook application..

That a police officer sews up your phone, it is not “the telephone network controlled by the government” and yes, never made from police custody.

A thousand times for. Do not want to use private WhatsApp style messaging with the scandals that there was.

From Snowden? You have never done police custody, normally the law prohibits the police from searching in phones and, officially they never do it. In my personal experience, each police custody I have been accused of concealing evidence on the pretext that there is no SMS, no call log, no contact in my phone. It means 2 things, the first is that I’m not stupid enough to go and show with my real phone. The second is that, despite that the law prohibits them, the cops have the means to search the content of the phones and they do it each time without exception. It is not from Snowden that states have been making mass spying, it is for centuries, the only thing that has changed with Snowden is that the general public has become aware of it.

Yeah but whatsapp is global ^^ we talk to the lechelle of France. It is clearly not uncommon. On the contrary

I reinstalled it earlier, I think I’m not going to keep it. As you say, you still have to use the applications in question so it loses your interest. I will see after a week what will be.

RCS Marketing: All about SMS 2.0

RCS (Rich Communication Services) is a New messaging protocol which aims to be a more modern alternative of SMS. It makes it possible to send Enriched messages With in particular Multimedia contents.

For a few years, the RCS message has been a lot of talk about him. Mobile operators and SMS platforms are on the lookout for the smallest information and opportunities on the market. But the market evolves slowly, because just as innovative as the RCS is, it also has characteristics that make it much less accessible than SMS.

Let’s learn a little more about this new messaging system !

Rich Communication Services

This system is carried by the Gsma, Association bringing together nearly 800 operators and mobile phone manufacturers worldwide. This messaging system is therefore a global standard of the telecoms world. In 2019, the RCS was already deployed in 76 countries. It is available in France from July 15, 2019 on Android.

The RCS is pushed Widely by Google, who assisted the operators by providing them with a platform, Jibe, to facilitate the deployment of the service. Google’s Cloud Jibe platform allows operators to launch and manage the protocol.

To send a RCS, Just have internet access, Whether in wifi or 4G. However, the quality of flow varies depending on the type of connection.

However, to date, all manufacturers have not yet been ready to launch this new protocol. Apple’s reluctance to adhere to this new protocol greatly complicates its development, since it thus remains completely inaccessible to 24 % of the world’s population has an iPhone, still dependent on the iMessage.

People whose Android phones already have the service must update, The others will have to wait a little more, or even change the model for a more recent which is compatible with this protocol.

Finally, brands must also appropriate the tool to use it for professional purposes. RCS Marketing remains at the moment a very little used communication tool.

RCS and SMS

If the RCS is a new messaging protocol, that it is its place against SMS ?

For both services, the mobile number is the only identifier to dialogue. They both allow to exchange between different operators, and this without additional cost. It is compulsory to have the explicit consent of its recipients to send professional RCS, As for sending SMS campaigns.

The greatest evolution offered by RCS Marketing compared to traditional SMS is the possibility of disseminating Enriched messages, that we will detail in the next point of this article.

As said before, the RCS is only available on Android smartphones, knowing that the oldest smartphones are not compatible either. Conversely, SMS is available on all phones, smartphones or not, regardless of the brand. It is estimated that in France, 30 to 40 % of mobiles are now RCS-compatible ! A beautiful figure when you know that 24 % of mobiles are iPhones, incompatible with this protocol, to date of writing this article anyway.

The recipient must also activate the RCS cat On his mobile (there is a small manipulation to do on all compatible smartphones). Good to know ! If the RCS is activated but the phone is out of the Internet, The recipient will receive a classic SMS.

That RCS Marketing allows ?

Many things are possible with this solution ::

• Create group “cats”;
• Make video calls;
• Share geolocation;
• Have an audio messaging;
• Write long texts;
• Exchange media like GIFs, videos, photos;
• Know when the message is delivered and read by the recipient.

This list is not exhaustive and many other features exist for RCS Marketing !

It is possible to send short formats, made up of a Rich Card, sometimes a Carrousel Product, and that stop after A message.

It is also possible to program long formats, with scenarios more complex that adapt to interactions recipient. This format conversational It remains the most interesting when you embark on a RCS campaign because it brings the most novelty and potential than professional SMS.

How to send a RCS ?

The creation of your RCS campaign will not be done in a few clicks, contrary to sending SMS pro. There are several steps to follow, some relatively long.

To start, you have to create a “RCS agent”. This is about registering as RCS issuer. The sender of all your messages will be personalized on your behalf and validated by Google. It takes ten days. Don’t worry, Our teams support you in all your steps !

Then we will prepare your campaign with you. Short or long format, enriched contained, scenario if necessary … Please note, once your recording of a finalized transmitter, you have to count at least Additional 1 week for sending a short RCS and 3 to 4 additional weeks for sending a first long RCS.

Once your RCS is tested and validated, everything is ready and your campaign may be scheduled ! We monitor you to send you and communicate the results to you later.

RCS Marketing: great potential for professionals

For brands, this is a real opportunity !

Of course, the service does not replace the already existing means, it brings New to companies in their mobile marketing strategy.

For BTOB or internal exchanges, it is better to favor tools such as the Professional SMS, THE email or collaborative communication platforms (such as Slack…).

For BtoC communications, companies have a new tool to use, in addition to email, social networks… and obviously the SMS, which is not ready to disappear.

The primary advantage of the RCS for a brand ? BtoC conversations ! The RCS offers a mode conversational “cat” To actually interact with consumers. A real asset for a company. In addition, actions are offered via these cats, as Visit the e-commerce site, answer questions with one click…. The RCS protocol allows you to create and set up scenarios of the customer journey. Without forgetting that images, videos And QR codes appear without problem !

Nevertheless, if the recipient does not have the RCS protocol, the message arrives as a classic SMS. Companies are therefore certain to reach all their customers. The rate of receipt of an SMS is 97 %, figure that remains the same for a RCS !

Companies are also easily and clearly identifiable because they can put their logo and name in the body of the message. RCS Marketing therefore increases user’s confidence in the brand.

Another advantage, and not the least, of the RCS Marketing ? You may not know it, but it is not possible to know exactly what is the reading rate of an SMS. You only have access to the reception rate of your message (it is impossible to know if an SMS is read by the recipient). Quantitative studies carried out by design offices have made it possible to identify the reading behavior of these messages (90 % are read within 4 minutes of reception).

With the RCS, it’s over ! Yes, the reading rate is known for the RCS, and is around 80 %.

The click rate is known in both cases: SMS (thanks to short links) and RCS. On the other hand, the RCS, especially those for conversational format, records much better click rates, Between 60 % and 100 % times better than SMS campaigns. When we think that some of our customers have to 20 % clicks with SMS… What a dream !

Rich Communication Services has a lot to offer brands, especially for BtoC use. There is still a bit of a way to go before it is deployed with more mobile users, and usable as much as possible, but you can already try the adventure !

Once democratized, RCS communication will become an essential tool for professionals. Contact us to find out more and why not, launch a first RCS Marketing ��