RCS: MOBILE’S NEXT-GEN CUSTOMER INTERACTION PLATFORM
All that said, last month at the Mavenir analyst event I saw a use case for RCS that is both persuasive and valuable… to enterprises.
At the event, Mavenir made clear its belief that RCS wouldn’t replace any hugely popular consumer messaging services. This is understandable. Consumer messaging is generally driven by group and small-group behavior. Members of groups tend to adopt a messaging platform together and may change as a group if that platform loses its allure (witness the youth movement from Facebook to Snapchat after parents got on the social network). However, Mavenir, like others involved in wireless, said it believes that RCS can provide an excellent platform for many customer-to-business interactions — specifically, those that are application to person, or, as they’re commonly known, A2P. Mavenir refers to its implementation of A2P as RCS Business Messaging (RBM).