27 September 2019

AUTHORED BY: Maryvonne Tubb

IMS is the foundation for IP-based services including not only fixed-line consumer voice, VoLTE, and VoWiFi, but Rich Communication Services (RCS) and messaging as well. Operators see a need to extend the IMS network for services beyond voice, and they are considering enhanced messaging like RCS, business services such as unified communications, and open APIs.

RCS has evolved to the point where it is the standardized evolution of SMS at its core but offers operators the ability to extend the capabilities to a host of higher value services, particularly for business customers. And for operators to gain the value of enhanced services such as RCS, it’s critical to have a network based on IMS rather than run and operated by third-party brands such as Google that pull subscriber value away from the operator.

One example of where operators can utilize the IMS network and RCS assets to drive enhanced value is through business services. Through an RCS client, operators can offer businesses not only rich messaging but a host of other features such as audio and video conferencing, screen sharing, online meetings, and visual voicemail, taking advantage of the native client as the interface to its UC offerings.

There is a cross section of consumer and enterprise services being delivered over IMS networks today, but it only scratches the surface on the mobility front. Although some operators are delivering enhanced services beyond voice including RCS and RCS Business Messaging (RBM), it remains a small percentage for now. By extending service capabilities beyond pure consumer voice into rich messaging and business services, mobile operators can capitalize on IMS assets through new revenue streams and stickier customer services.

Although VoLTE may be the number-one driver for IMS deployments, there is upside potential to utilize IMS for enhanced services beyond voice.

Download the white paper, “Cloud-Native IMS: Critical for Mobile Operators,” for more information on why the migration to virtualized and cloud-native networks is vital to the future success of mobile operators.

Maryvonne Tubb
Maryvonne Tubb
Maryvonne Tubb
At Mavenir, Maryvonne Tubb leads integrated marketing strategy.

Maryvonne has been a leader in marketing, investor relations and communications for over 25 years, with roles in Canada, US and Europe. Most recently, she was Vice President, Corporate Marketing and Investor Relations at Mavenir (NYSE:MVNR) until the acquisition by Mitel, where she lead the Global Marketing team.

She previously held executive positions at Navini Networks (acquired by Cisco), Nortel Networks, Newbridge Networks (acquired by Alcatel), Paragon and Gaylord Entertainment Corporation.

She earned her Bachelor of Commerce from the University of Ottawa and a Certificate in Marketing from Southern Methodist University.