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Global Brands Embrace RCS Messaging Based on the GSMA Universal ProfileThe GSMA (News - Alert) today announced that multiple global brands including 1-800 CONTACTS, BMW Seattle, Detroit Pistons, MGM Resorts, Multiplus, Subway and Walgreens are showcasing Messaging as a Platform (MaaP) services based on the GSMA's Universal Profile for Advanced Messaging (UP) at Mobile World Congress Americas. All plan to augment their existing SMS business messaging to Rich Communications Services (RCS) Application-to-Person (A2P) messaging, which creates a richer, more interactive experience for consumers and allows them to engage directly with brands within the messaging platform itself. "Messaging as a Platform and RCS A2P is a huge upgrade on current SMS business messaging and opens up a host of possibilities for millions of brands to change the way they engage directly with consumers," said Alex Sinclair, Chief Technology Officer, GSMA. "It is all underpinned by the GSMA's Universal Profile, which is being adopted by mobile operators around the world, enabling a global RCS community with a unified, consistent and engaging user experience." These brands are working with aggregators and mobile marketing companies including 3Cinteractive, CM, ICF Olson, Mobivity, Movile, OpenMarket (News - Alert), Tiaxa and Zipwhip who are participating in programmes such as Google's Early Access programme. Recent GSMA Intelligence estimates indicate that the A2P RCS market will be worth $74 billion by 20211. RCS continues to gain momentum, with over 50 global operator launches and over 136 million monthly active users around the world. MaaP utilises the advanced messaging capability defined in the UP to open up a range of services that enhance the user experiencethrough the use of artificial intelligence, chatbots and plugins as well 'conversational commerce'. This will allow customers to make restaurant reservations, book train tickets or make retail purchases entirely via messaging. All transactions are time-stamped, verifying purchases and providing peace of mind to consumers, and multiple purchases can also be integrated into a single interface for greater convenience. MaaP also provides mobile operators with an opportunity to increase engagement with their subscribers.
The GSMA Universal Profile for Advanced Messaging
The GSMA A2P Future Messaging Lab
Future Networks at Mobile World Congress (News - Alert) Americas 2017 -ENDS-
Notes to Editors
About the GSMA For more information, please visit the GSMA corporate website at www.gsma.com. Follow the GSMA on Twitter (News - Alert): @GSMA. View source version on businesswire.com: http://www.businesswire.com/news/home/20170912006222/en/ |