RCS + MAAP
The Future Of Business Messaging Starts Today
Facing the limitations of SMS and OTT messaging apps, businesses have been forced to create costly, customized apps in order to engage with customers, while customers struggle to manage multiple apps that take up space and require unique login credentials. Consumers are literally suffering from “app fatigue.”
Rich Communication Services (RCS), the next evolution of messaging, enables businesses to move away from customized apps with a technology that has the reach of SMS and the media richness and elegance of mobile apps, all on a tried and true secure channel.
Messaging as a Platform (MaaP) is the mediation layer that abstracts the network complexities of RCS by means of easy-to-use APIs that brands, partners and aggregators can integrate into their business systems. MaaP provides access to 3rd party enablers from the messaging ecosystem such as chatbots, natural language processing, artificial intelligence, stickers and other paid content, as well as mobile payments.
RCS goes beyond SMS’s limitations, with the inclusion of large file sharing, video, images, and other rich forms of communication. While RCS technology has been around since 2007, the GSMA (an association of 800 mobile network operators) is backing what’s known as the Universal Profile, a standard that enables RCS messaging within a phone’s native messaging app and works across all major operators and handset manufacturers. Now, instead of a mobile app, businesses need only a phone number and permission to contact, to initiate two-way conversations with consumers. The GSMA reports that there are 159M active RCS users monthly, growing to 350M by 4th quarter 2018.
RCS opens the door for an almost unlimited number of customer engagement use cases. Airlines can share visual flight updates, terminal maps and boarding passes right in the native messaging app. Retail stores can utilize visual calls to action, one-click location sharing, easy to complete surveys, and can push a message with a discount coupon when a consumer is physically near a storefront.
WHY MNOS SHOULD HAVE THEIR OWN BUSINESS MESSAGING SOLUTION
For brands to see mobile messaging as the ultimate digital bill board, a business messaging solution needs to provide rich communications that reach the highest number of eyeballs possible while ensuring compliance with security and privacy regulations and, most importantly, the guarantee of a clean channel to the consumer that is not harvested for metadata that can be sold to their competitors for advertising purposes. Outsourcing your messaging services can put many of these factors at risk. Read about all the implications in our whitepaper: “Boosting Enterprise Revenue with Mobile Messaging”
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