{"id":16995,"date":"2020-07-23T15:27:27","date_gmt":"2020-07-23T13:27:27","guid":{"rendered":"https:\/\/sendapp.live\/?p=16995"},"modified":"2020-07-27T17:18:56","modified_gmt":"2020-07-27T15:18:56","slug":"plateforme-rcs-et-sms-suralimentee","status":"publish","type":"post","link":"https:\/\/sendapp.live\/fr\/2020\/07\/23\/messaggi-sovraccaricati\/","title":{"rendered":"Plate-forme RCS et SMS suraliment\u00e9e"},"content":{"rendered":"

Juste avant le Mobile World Congress de cette ann\u00e9e, Google<\/a> a annonc\u00e9 que plus de 40 op\u00e9rateurs de t\u00e9l\u00e9phonie mobile et fabricants d'appareils utilisent d\u00e9sormais sa plate-forme RCS (contre 27 \u00e0 la m\u00eame \u00e9poque l'ann\u00e9e derni\u00e8re).<\/p>\n

Il a \u00e9galement profit\u00e9 de l'\u00e9v\u00e9nement pour parler de certaines de ses premi\u00e8res candidatures. Aux \u00c9tats-Unis, des noms bien connus tels que Booking.com et Subway envoient d\u00e9j\u00e0 des messages RCS aux clients de Sprint, tandis qu'au Royaume-Uni, Barclays, Hermes, British Gas, Pizza Hut Delivery et Foxtons utilisent RCS sur Vodafone.<\/p>\n

Qu'est-ce que c'est Prolongation RCS<\/a>?<\/h2>\n

Imaginez que vous \u00eates en route vers l'a\u00e9roport. Le t\u00e9l\u00e9phone sonne. Vous avez un message de votre compagnie a\u00e9rienne. \u00c0 l'int\u00e9rieur du message se trouve la carte d'embarquement avec le nom, le code-barres, l'heure de d\u00e9part, le plan de la porte d'embarquement et le num\u00e9ro de si\u00e8ge. Vous n'avez pas l'impression d'\u00eatre assis pr\u00e8s d'une fen\u00eatre, mais ce n'est pas grave, vous pouvez cliquer sur le bouton \u00ab\u00a0changer de si\u00e8ge\u00a0\u00bb.<\/p>\n

On dirait que vous \u00eates tous r\u00e9gl\u00e9s. Mais vous avez encore des questions. Eh bien, d\u00e9marrez simplement une conversation par SMS avec l'agent de la compagnie a\u00e9rienne (ou peut-\u00eatre avec un chatbot) et demandez. Apr\u00e8s tout, c'est un message.<\/p>\n

Eh bien, oui, c'est un message. En r\u00e9alit\u00e9, cependant, cette exp\u00e9rience a fourni toutes les informations, utilit\u00e9s et commodit\u00e9s dont une application native a g\u00e9n\u00e9ralement besoin. Mais sans aucune des d\u00e9penses n\u00e9cessaires au d\u00e9veloppement de la marque. Et aucun des fans n\u2019a demand\u00e9 au client d\u2019en t\u00e9l\u00e9charger un.<\/p>\n

C\u2019est pourquoi beaucoup pensent qu\u2019un nouveau type de format de message multim\u00e9dia pourrait remplacer \u00e0 long terme l\u2019application. En fait, un tel format existe d\u00e9j\u00e0. Cela s'appelle RCS.<\/p>\n

Contenu riche<\/h2>\n

La norme Rich Communication Services (RCS) Universal Communication 2.0 fournit des messages contenant des fonctionnalit\u00e9s de contenu riches telles que des images, des vid\u00e9os et des boutons de r\u00e9ponse pouvant renvoyer vers d'autres menus et fonctions.<\/p>\n

Il s'agit essentiellement de SMS 2.0. Aujourd'hui, les op\u00e9rateurs du monde entier, en partenariat avec Google, construisent l'infrastructure n\u00e9cessaire pour installer RCS sur tous les t\u00e9l\u00e9phones du monde. Ils font des progr\u00e8s. \u00c0 la fin de l'ann\u00e9e derni\u00e8re, l'organisme de gestion GSMA a confirm\u00e9 que 50 op\u00e9rateurs mobiles avaient d\u00e9j\u00e0 lanc\u00e9 RCS et qu'il comptait actuellement 138 millions d'utilisateurs actifs mensuels dans le monde.<\/p>\n

Au moment de la r\u00e9daction de cet article, RCS n'est disponible que sur les appareils Android car Apple ne s'est pas encore inscrit. \u00c0 long terme, il est possible que plusieurs centaines de millions de personnes utilisent RCS comme service de messagerie par d\u00e9faut. En fait, la GSMA pr\u00e9voit plus d\u2019un milliard d\u2019utilisateurs actifs par mois d\u2019ici 2019. Cela \u00e9quivaudrait aux trois applications de messagerie de personne \u00e0 personne les plus populaires utilis\u00e9es dans le monde (Whatsapp, Facebook Messenger et WeChat).<\/p>\n

Naturellement, de nombreux lecteurs se demanderont si les applications doivent \u00eatre remplac\u00e9es. Apr\u00e8s tout, des \u00e9tudes sugg\u00e8rent que le march\u00e9 des applications n\u2019a jamais \u00e9t\u00e9 aussi sain. C\u2019est vrai \u2013 jusqu\u2019\u00e0 un certain point. L'analyste Sensor Tower a rapport\u00e9 que les t\u00e9l\u00e9chargements d'applications mondiaux historiques ont atteint 23,4 milliards au troisi\u00e8me trimestre 2017, soit une augmentation de 14% d'une ann\u00e9e sur l'autre. Cependant, il a \u00e9galement r\u00e9v\u00e9l\u00e9 que les quatre principales applications de Facebook \u2013 Facebook, WhatsApp, Messenger et Instagram \u2013 ont enregistr\u00e9 582 millions de t\u00e9l\u00e9chargements au cours du trimestre. C'est presque la moiti\u00e9.<\/p>\n

Co\u00fbts de d\u00e9veloppement<\/h2>\n

Le r\u00e9sultat est \u00e9vident. Les consommateurs adorent les applications, mais la plupart n\u2019en utilisent qu\u2019une douzaine. Ils n\u2019ont tout simplement pas l\u2019espace libre ou la m\u00e9moire du t\u00e9l\u00e9phone pour autre chose. En fait, une \u00e9tude de ComScore r\u00e9alis\u00e9e en 2017 a montr\u00e9 que 491\u00a0TP3\u00a0T d'utilisateurs de smartphones aux \u00c9tats-Unis ne t\u00e9l\u00e9chargent aucune application au cours d'un mois typique.<\/p>\n

C\u2019est alarmant pour les entreprises, surtout si l\u2019on consid\u00e8re le budget n\u00e9cessaire pour cr\u00e9er une application. Les experts affirment que les co\u00fbts de d\u00e9veloppement des applications de commerce \u00e9lectronique\/transactionnelles commencent \u00e0 200 000 $ (145 000 \u00a3) et peuvent atteindre 1 million de $. Les marques le savent. Ils existent depuis un certain temps comme alternative aux applications.<\/p>\n

Ils ont examin\u00e9 les sites mobiles HTML5, qui offrent de nombreuses fonctionnalit\u00e9s similaires \u00e0 celles d'une application dans une exp\u00e9rience Web mobile. Cependant, les applications Web peuvent co\u00fbter des dizaines de milliers de dollars et n\u00e9cessitent toujours que l'utilisateur lance un navigateur et (dans certains cas) enregistre la page sur l'\u00e9cran de son mobile.<\/p>\n

La messagerie avanc\u00e9e semble beaucoup plus viable \u00e9tant donn\u00e9 que les ordinateurs portables auraient \u00e9t\u00e9 livr\u00e9s avec ce param\u00e8tre de fonctionnalit\u00e9 par d\u00e9faut. Les entreprises peuvent acc\u00e9der \u00e0 un tableau de bord qui leur permet d'envoyer facilement des messages \u00e0 une base de donn\u00e9es d'utilisateurs activ\u00e9e par un syst\u00e8me bas\u00e9 sur le cloud. Le co\u00fbt de ces messages n'a pas encore \u00e9t\u00e9 d\u00e9cid\u00e9, mais de nombreux analystes pr\u00e9disent qu'il sera comparable \u00e0 celui des SMS aujourd'hui et probablement moins cher par message pour les longues conversations bidirectionnelles.<\/p>\n

Et \u00e9videmment, toute campagne utilisant la messagerie sera interactive. RCS inclut des accus\u00e9s de lecture afin que les sp\u00e9cialistes du marketing puissent effectuer des tests A\/B, \u00e9valuer le succ\u00e8s de la campagne et effectuer des ajustements \u00e0 la vol\u00e9e pour am\u00e9liorer les r\u00e9ponses.<\/p>\n

Messages en tant que plateforme<\/h2>\n

L\u2019aspect le plus convaincant de l\u2019id\u00e9e de \u00ab la messagerie en tant que plateforme \u00bb est peut-\u00eatre que la plupart des marques se lancent d\u00e9j\u00e0 dans ce type d\u2019activit\u00e9, mais avec les SMS. Ils utilisent le texte pour envoyer des avis de livraison, des codes PIN, etc. Selon l\u2019analyste Ovum, les entreprises ont envoy\u00e9 1\u00a0160 milliards de messages texte dits \u00ab application-to-person \u00bb (A2P) en 2016 et en enverront 1\u00a0280 milliards d\u2019ici 2019.<\/p>\n

La migration d\u2019A2P du texte brut vers le RCS avanc\u00e9 est donc parfaitement logique. Il va sans dire que l\u2019industrie travaille fort pour encourager les entreprises \u00e0 exp\u00e9rimenter. En f\u00e9vrier 2017, Google a lanc\u00e9 un programme d'acc\u00e8s anticip\u00e9 avec des partenaires s\u00e9lectionn\u00e9s pour permettre aux marques d'essayer ce qu'elle appelle Rich Business Messaging.<\/p>\n

L\u2019\u00e9l\u00e9phant dans la pi\u00e8ce est la mani\u00e8re dont les entreprises peuvent fournir des communications transparentes de type application lorsque tout le monde ne dispose pas d\u2019un appareil compatible RCS. (Certains pourraient pointer du doigt le manque actuel de support d'Apple comme un autre \u2013 NDLR). Pour simplifier cette exp\u00e9rimentation, les marques peuvent d\u00e9sormais utiliser le \u00ab SMS fall-back \u00bb. Cela garantit que le message arrive toujours (sous forme de texte brut avec un lien) si aucun appareil RCS n'est pr\u00e9sent sur l'appareil.<\/p>\n

L\u2019\u00e9tude Ovum susmentionn\u00e9e sugg\u00e8re que les entreprises sont intrigu\u00e9es. Il s'av\u00e8re que le 36% pr\u00e9voit d'adopter RCS pour la messagerie d'entreprise. Le 89% souhaite utiliser RCS pour les conversations bas\u00e9es sur un chatbot avec les clients. Et le 61% a d\u00e9clar\u00e9 que la prise en charge de RCS pour les plateformes de paiement constituait un attrait important.<\/p>\n

Depuis quelque temps d\u00e9j\u00e0, les applications de messagerie OTT connaissent une forte croissance. Les consommateurs les adorent car ils offrent une exp\u00e9rience riche et peuvent inclure des fonctionnalit\u00e9s telles que l'envoi d'argent \u00e0 des amis. Les entreprises peuvent y constater toutes sortes d\u2019avantages, mais jusqu\u2019\u00e0 pr\u00e9sent, elles ont eu du mal \u00e0 ajouter cette fonctionnalit\u00e9 \u00e0 leurs efforts de communication. D\u00e9sormais, RCS promet d'ouvrir le march\u00e9 et de l'obliger \u00e0 se poser la question\u00a0: pourquoi consacrer autant de budget aux applications alors que RCS peut am\u00e9liorer l'engagement pour une fraction du co\u00fbt\u00a0?<\/p>","protected":false},"excerpt":{"rendered":"

Juste avant le Mobile World Congress de cette ann\u00e9e, Google a annonc\u00e9 que plus de 40 op\u00e9rateurs mobiles et fabricants d'appareils utilisent d\u00e9sormais sa plateforme RCS (contre\u2026<\/p>","protected":false},"author":22,"featured_media":16996,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_daim_seo_power":"","_daim_enable_ail":"","footnotes":""},"categories":[1343,884],"tags":[63,32,874,53,122,49,833,28,855,885,31,892,33,54,50,854,118,46,828,128,40,39,149,894,840],"class_list":{"0":"post-16995","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-mobile","8":"category-sms","9":"tag-allarme-per-whatsapp","10":"tag-android","11":"tag-app","12":"tag-archivia-chat-whatsapp","13":"tag-risposta-automatica-per-whatsapp","14":"tag-come-inviare-messaggi-che-si-autodistruggono-su-whatsapp-e-possibile-inviare-messaggi-whatsapp-che-si-autodistruggono-dopo-24-ore-utilizzando-funzione","15":"tag-how-to-set-up-auto-reply-for-whatsapp-guide-for-2020","16":"tag-backup","17":"tag-blog","18":"tag-bot","19":"tag-free-whatsapp-bulk-sender","20":"tag-business","21":"tag-google-chat-lalternativa-gratuita-a-whatsapp","22":"tag-rendi-i-messaggi-piu-attraenti-con-sendapp","23":"tag-come-archiviare","24":"tag-numero-virtuale-per-attivare-whatsapp","25":"tag-come-inviare","26":"tag-come-leggere-i-messaggi-eliminati","27":"tag-coronavirus","28":"tag-custom-message","29":"tag-da-android-su-iphone","30":"tag-da-iphone-su-android","31":"tag-delete-message","32":"tag-facebook","33":"tag-google"},"yoast_head":"\nPiattaforma RCS e Sms sovralimentati<\/title>\n<meta name=\"description\" content=\"Google ha annunciato che oltre 40 operatori di telefonia mobile e produttori di dispositivi ora utilizzano la sua piattaforma RCS\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sendapp.live\/fr\/2020\/07\/23\/plateforme-rcs-et-sms-suralimentee\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Piattaforma RCS e Sms sovralimentati\" \/>\n<meta property=\"og:description\" content=\"Google ha annunciato che oltre 40 operatori di telefonia mobile e produttori di dispositivi ora utilizzano la sua piattaforma RCS\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sendapp.live\/fr\/2020\/07\/23\/plateforme-rcs-et-sms-suralimentee\/\" \/>\n<meta property=\"og:site_name\" content=\"SendApp - Software Whatsapp 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