Often referred to as SMS 2.0, rich communication services (RCS) deliver a media-rich, engaging messaging experience. The solution is an advanced form of SMS messaging which allows users to leverage advanced in-message tools. RCS platforms, however, include solutions for group chat, video, high-resolution images and read receipts – most of which are already offered by existing messaging apps.
Why we should care
While consumers may initially be cautious about RCS, brands can’t wait to get their hands on it. Research from OpenMarket and the GSMA find consumers are eager to engage with brands through RCS; a 2015 study which surveyed 2,015 consumers in the U.S., U.K., Mexico and South Korea revealed that nearly 70% of consumers would be more likely to communicate with brands using RCS.
An RCS promotion by Subway was tested among a set of Subway customers last year. Subway reported a 144%