Mobile messaging opens a path to Harvard Business Review consumers

Rich Communication Services (RCS) messaging, the successor to SMS, was officially launched in France and the UK a few weeks ago, and if you have an Android phone, you may already be able to receive RCS messages.

Based on a survey of 300 respondents and feedback from the first companies to distribute RCS campaigns, the prestigious American management magazine - Harvard Business Review - has published a particularly comprehensive study on the messaging app market and the arrival of this new challenger: RCS.

Apps like  Facebook  is  Whatsapp  have replaced the SMS offering additional differentiation capabilities. However, they are not native to smartphones. In terms of meeting business needs, these mobile messaging apps are currently being used more often than other apps across all areas. Within 5 years, they are expected to play an even bigger role in the marketing landscape, with the perception of the importance of this channel moving from 46% to 68%.

But the arrival of RCS, designed to offer advanced functionality in the phone's native universal messaging system, could challenge the hegemony of WhatsApp and Facebook Messenger. RCS also meets the three requirements brands look for in a messaging app:

The full study is available here:

Mobile messaging opens a path to Harvard Business Review consumers

Article originally published on the myElefant blog site - July 2019