{"id":16929,"date":"2020-07-21T12:08:59","date_gmt":"2020-07-21T10:08:59","guid":{"rendered":"https:\/\/sendapp.live\/?p=16929"},"modified":"2020-08-03T15:43:53","modified_gmt":"2020-08-03T13:43:53","slug":"la-messagerie-dentreprise-saccelere-avec-larrivee-de-rcs-en-asie","status":"publish","type":"post","link":"https:\/\/sendapp.live\/fr\/2020\/07\/21\/la-messaggistica-aziendale-accelera-mentre-rcs-arriva-in-asia\/","title":{"rendered":"La messagerie d'entreprise s'acc\u00e9l\u00e8re avec l'arriv\u00e9e du RCS en Asie"},"content":{"rendered":"

Les applications Over-the-Top (OTT) sont d\u00e9sormais les principaux canaux de communication P2P (de personne \u00e0 personne) ; tandis que le SMS continue d'\u00eatre le pilier de la messagerie professionnelle d'application \u00e0 personne (A2P), efficace car omnipr\u00e9sent, s\u00e9curis\u00e9 et le format auquel les consommateurs font le plus confiance.<\/p>\n

"Les entreprises enverront 2,8 billions de SMS A2P d'ici 2022 avec un chiffre d'affaires de $ 26,6 milliards."<\/h2>\n

Cabinet d'analyse, Mobilesquared.
\nDans le m\u00eame temps, la technologie des smartphones facilite de nouveaux mod\u00e8les d\u2019utilisation par les consommateurs. En termes de messagerie P2P, les consommateurs se sont habitu\u00e9s \u00e0 des formats d'applications de chat OTT plus attrayants comme Line\u00a0; KakaoTalk, WeChat et WhatsApp, qui permettent des fonctionnalit\u00e9s plus riches telles que le transfert de fichiers et d'images et la discussion de groupe.<\/p>\n

Comparaison de ces fonctionnalit\u00e9s aux SMS\u00a0; Il est \u00e9vident qu'il existe un \u00e9cart croissant en mati\u00e8re d'exp\u00e9rience utilisateur, ce qui alimente la demande des consommateurs pour des exp\u00e9riences similaires, plus riches, de la part des entreprises et des marques avec lesquelles ils interagissent. En cons\u00e9quence, la plupart des OTT ont ouvert la prise en charge par les entreprises de la messagerie A2P ces derni\u00e8res ann\u00e9es ; ainsi que permettre aux gens de discuter avec leurs amis et leur famille.<\/p>\n

Pouvoir \u00ab discuter \u00bb avec une banque, par exemple, \u00e0 un moment opportun<\/h2>\n

Dans un bus ou en attendant dans un caf\u00e9, cela devient une attente. Non seulement ce type de communication r\u00e9active avec les clients est tr\u00e8s appr\u00e9ci\u00e9 par les consommateurs ; mais c'est aussi l'un des principaux moyens par lesquels les entreprises peuvent r\u00e9ussir \u00e0 se diff\u00e9rencier dans des secteurs hautement comp\u00e9titifs tels que le commerce et la banque.<\/p>\n

Cependant, contrairement aux SMS, qui sont une fonction native de chaque t\u00e9l\u00e9phone ; les applications de chat sont bas\u00e9es sur l'installation. Cela signifie que les entreprises doivent prendre en charge un nombre toujours croissant de canaux de messagerie ; qui n'acc\u00e8dent qu'\u00e0 un sous-ensemble de la client\u00e8le puisque tout le monde n'a pas t\u00e9l\u00e9charg\u00e9 toutes les applications de chat.<\/p>\n

Alternativement, une entreprise pourrait proposer sa propre application de marque comme conteneur pour les fonctions de service client \u2013 une option co\u00fbteuse qui, selon l\u2019exp\u00e9rience, a rencontr\u00e9 un succ\u00e8s limit\u00e9. Pourquoi un consommateur t\u00e9l\u00e9chargerait-il une application professionnelle qui n\u2019a \u00e9t\u00e9 utilis\u00e9e qu\u2019une ou deux fois par an\u00a0? En cons\u00e9quence, de nombreuses relations clients ne sont pas correctement prises en charge par l\u2019environnement de messagerie OTT ou les applications d\u2019entreprise. Comment les entreprises peuvent-elles r\u00e9pondre \u00e0 cette demande ?<\/p>\n

Depuis quelques temps, les op\u00e9rateurs de messagerie et de t\u00e9l\u00e9phonie vantent l\u2019arriv\u00e9e de la messagerie RCS. Pr\u00e9sent\u00e9 comme le protocole de messagerie de nouvelle g\u00e9n\u00e9ration \u2013 SMS 2.0 \u2013 RCS est pris en charge par la GSMA, Google<\/a>, les fabricants de t\u00e9l\u00e9phones Android comme Samsung et les op\u00e9rateurs mobiles du monde entier. Il combine une exp\u00e9rience de type application OTT avec l'omnipr\u00e9sence potentielle des SMS afin que toutes les fonctionnalit\u00e9s avanc\u00e9es telles que les images, les codes QR, les boutons li\u00e9s et le chat puissent \u00eatre utilis\u00e9es dans un environnement de marque sur le t\u00e9l\u00e9phone natif.<\/p>\n

Il est prouv\u00e9 que l'adoption de Prolongation RCS<\/a> \u00e7a s'acc\u00e9l\u00e8re. De nouvelles statistiques de Mobilesquared montrent que le march\u00e9 asiatique des RCS passera de 472 millions d'utilisateurs en 2019 \u00e0 1,6 milliard d'ici 2023.<\/h2>\n

Au niveau du syst\u00e8me d'exploitation, Android et Microsoft prennent en charge RCS. Selon les derni\u00e8res donn\u00e9es d'IDC, Android d\u00e9tenait 85% de part de march\u00e9 sur les 1,5 milliard de nouveaux smartphones exp\u00e9di\u00e9s en 2018. Fondamentalement, les constructeurs Android comme Samsung, LG et Huawei prennent en charge RCS, puis via le cycle de renouvellement habituel de deux ans des smartphones, RCS va cro\u00eetre. de mani\u00e8re significative en tant que fonctionnalit\u00e9 native de presque tous les nouveaux appareils Android, une base d'utilisateurs install\u00e9s d'environ cinq milliards dans le monde.<\/p>\n

Les op\u00e9rateurs doivent d\u00e9sormais investir<\/h2>\n

La commercialisation de RCS a \u00e9t\u00e9 un processus lent. \u00c0 ce jour, la GSMA r\u00e9pertorie 75 op\u00e9rateurs mobiles dans le monde (dont KDDI, NTT Docomo, KT, SK Telecom et Globe Telecom dans la r\u00e9gion APAC) qui ont adopt\u00e9 leur messagerie sp\u00e9cifique en tant que plate-forme (MaaP) et leur profil universel au sein de leurs r\u00e9seaux, afin que RCS est activ\u00e9. Mais il reste encore du chemin \u00e0 parcourir, car de nombreux op\u00e9rateurs mobiles ne l\u2019ont pas encore fait.<\/p>\n

Bien entendu, les op\u00e9rateurs mobiles ont de multiples priorit\u00e9s, notamment le d\u00e9ploiement de la 5G, qui est absolument essentiel pour r\u00e9duire le taux de d\u00e9sabonnement et rivaliser pour les nouveaux revenus de services que permet la 5G.<\/p>\n

Une partie du probl\u00e8me r\u00e9side dans l\u2019\u00e9cosyst\u00e8me de messagerie. Pour activer RCS, les op\u00e9rateurs mobiles doivent mettre en \u0153uvre une technologie prenant en charge le trafic de messagerie P2P et A2P. La communaut\u00e9 de fournisseurs charg\u00e9s de fournir une infrastructure RCS (avec les SLA appropri\u00e9s) \u00e0 la fois sur site et en tant que base de services est relativement restreinte.<\/p>\n

\u00c0 l\u2019avenir, d\u2019autres fournisseurs entrent dans le secteur et, en fournissant des solutions cl\u00e9s en main aux op\u00e9rateurs, contribueront \u00e0 acc\u00e9l\u00e9rer l\u2019adoption du RCS.<\/h2>\n

Pour que les op\u00e9rateurs mobiles puissent profiter de la prochaine g\u00e9n\u00e9ration de messagerie professionnelle, il est essentiel de lancer RCS et de constituer une large base d'utilisateurs qui incitera les entreprises \u00e0 adopter ce nouveau canal. Si les op\u00e9rateurs mobiles tardent \u00e0 le faire, une grande partie du march\u00e9 de la messagerie B2C qui repose aujourd'hui sur les SMS passera \u00e0 l'OTT au lieu de rester chez les op\u00e9rateurs mobiles. De plus, les op\u00e9rateurs mobiles passeraient \u00e0 c\u00f4t\u00e9 de la croissance que g\u00e9n\u00e9reront les formes de messagerie plus riches et plus conversationnelles prises en charge par ces nouvelles technologies.<\/p>\n

Les consommateurs nous disent qu'ils sont plus que pr\u00eats pour le RCS<\/p>","protected":false},"excerpt":{"rendered":"

Les applications Over-the-top (OTT) sont d\u00e9sormais les principaux canaux de communication de personne \u00e0 personne (P2P) ; tandis que les SMS restent le pilier de la messagerie professionnelle d'application \u00e0 application\u2026<\/p>","protected":false},"author":22,"featured_media":16930,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_daim_seo_power":"","_daim_enable_ail":"","footnotes":""},"categories":[1343],"tags":[],"class_list":{"0":"post-16929","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-mobile"},"yoast_head":"\nLa messaggistica aziendale accelera mentre RCS arriva in Asia<\/title>\n<meta name=\"description\" content=\"Le applicazioni OTT (over-the-top) sono ora i canali principali,mentre SMS continua a essere il pilastro della messaggistica aziendale\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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