[May 22, 2018] |
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Juniper Research: RCS Messaging Revenues to Reach $9 Billion by 2022, As Operators Capitalise on New Engagement Channels
A new study from Juniper
Research found that revenues from RCS (Rich Communication Services)
messaging will exceed $9 billion by 2022, up from an estimated $126
million in 2018. RCS, backed by Google (News - Alert), supports rich media content
including video sharing and file transfers.
For more insights, download our free whitepaper: A2P
RCS ~ How to Maximise Revenues.
Initial RCS Strategies Key to Market Traction
The new research, Mobile
Messaging: Operator Strategies & Vendor Opportunities 2018-2022,
found that operators' RCS revenue potential is firmly rooted in A2P
(Application to Person) services, which includes automated messages from
companies to customers. A2P RCS will bridge the gap between the ubiquity
of SMS and the enhanced experience that OTT applications bring. It found
that over 90% of RCS traffic will be A2P by 2022, as companies benefit
from rich media functionality and large reach to enhance engagement
levels.
However, Juniper argued that initial pricing and attractive business
models will play a pivotal role in encouraging the early adoption of the
technology. It urged operators to initially implement an event-based
model involving a simple charge per delivered message to ease the
transition from SMS to RCS. Juniper forecasts that global RCS users will
near 2 billion by 2022.
Research author Sam Barker added: "Operators' support for RCS is
growing as the revenue potential becomes apparent. Whilst the technology
has been unsuccessful as a P2P messaging channel, its capabilities as an
A2P service will prove popular with advertisers".
Novel Pricing Models to Maximise RCS Revenues
Juniper recommended that operators must consider fair usage policies
while implementing new pricing models. For example, a model based on the
number of RCS interactions would necessitate such a policy to guard
against straining operator networks.
The research predicted that AI (Artificial Intelligence) will be needed
to facilitate conversational communication that minimises response
times. Until then, it suggested that APIs support interactive media-rich
content to foster confidence amongst mobile users. Additionally, it
urged platforms to include fall back to SMS to ensure message
termination.
Juniper Research (News - Alert) provides research and analytical services to the global
hi-tech communications sector, providing consultancy, analyst reports
and industry commentary.
View source version on businesswire.com: https://www.businesswire.com/news/home/20180522005159/en/
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