On May 23, a new Juniper Research study found that by 2022, RCS (Rich CommunicaTIon Services) news revenue will exceed $9 billion (€7.65 billion), up from $126 million in 2018 (107.08 million) EUR). Currently, RCS supports Google and supports rich media content, including video sharing and file transfer.
The initial RCS strategy is the key to market appeal
The new study "Mobile Messaging: Carrier Strategy and Supplier Opportunities 2018-2022" found that operators' RCS revenue potential is firmly rooted in A2P (application-to-person) services, including automated messaging that companies send to customers. A2P RCS will bridge the gap between the ubiquitous messaging and the enhanced experience of OTT applications. It found that by 2022, more than 90% of RCS traffic will become A2P, as the company benefits from rich media capabilities and a wide range to increase participation.
However, Juniper believes that initial pricing and attractive business models will play a key role in encouraging early adoption of the technology. It urges operators to initially implement an event-based model that includes a simple cost per message delivery to simplify the transition from SMS to RCS. Juniper Networks predicts that global RCS users will approach 2 billion by 2022.
Juniper research author Sam Barker added: "As revenue potential increases, operators' support for RCS is growing. Although the technology has not been successful as a P2P messaging channel, its ability to serve as an A2P service will be widely used by advertisers. popular."
New pricing model maximizes RCS revenue
Juniper Networks recommends that operators consider reasonable usage strategies when implementing new pricing models. For example, a model based on the number of RCS interactions would require such a strategy to prevent the operator network from becoming too tight.
The study also predicts that RCS will require AI (Artificial Intelligence) to facilitate session communication that minimizes response time. Prior to this, it suggested that the API support interactive multimedia content to enhance the confidence of mobile users. In addition, it also urges the platform to include fallback to the SMS to ensure message termination.
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