Have you ever heard of the RCS? Considered as the SMS of the future, this evolution of text messaging offers not only an incredible interactivity, but also interesting features, thus improving the user experience. Here is more detail on the RCS, as well as its advantages and brakes as part of your marketing strategy.
What does the RCS?
RCS is the abbreviation of “Rich Communication Service“. This term refers to an improved international mission protocol, set by the GSM Association (GSMA) in 2016, aimed at replacing the traditional SMS/MMS messages. Although it is similar to Facebook Messenger or WhatsApp, the RCS messaging is not a mobile application, but an integrated messaging. It only works on Android and Windows phones, and is positioned rather as the competitor of Apple’s iMessage.
How is RCS messaging different from text messaging?
The RCS messaging is considered an evolution of text messaging (SMS and MMS) in the sense that it is not only more interactive, but it also offers new features. Here is a sample of what it offers more if we compare to traditional SMS:
- No character limit (against 160 for SMS), so more flexibility on content;
- Acknowledgment when the recipient opened his message;
- Input indicator when the person taps a response message;
- Group cat with dynamic features;
- Reception and sending of documents;
- Video calls from messages;
- Localization sharing;
- Verification of the sender of the message.
The benefits of the RCS for the marketing teams
The use of RCS messaging is very interested in the marketing. It allows:
- To offer a more playful, friendly and direct way of communicating with prospects / customers, a little like a real conversation rather than a cold and impersonal message.
- To share a lot more information, send messages richer to prospects / customers, with interactive and varied content (texts, vocals, images, videos, carousels, large files, planning calendars, etc.) or even personalized.
- To follow the sending and receipt of messages.
- To improve the user experience using response suggestions to guide it, action buttons, etc., while offering at the same time a higher conversion rate with a classic SMS campaign.
- To broadcast several content directly via email, without going through a browser or application (discount vouchers, tickets, boarding cards, reservations, etc.)
- To send real-time updates, as the status of a command or notification indicating the delivery of a package.
- To improve the image of the company by placing in the message the logo of the mark, its colors, its coordinates, etc.
- To establish a stronger trust between the company and its prospects / clients since they can instantly check the legitimacy of the sender.
What are the current limits of the RCS?
Although the RCS is a source of many benefits, it has some limits that will probably be corrected in the future. First, it is a relatively young service that is not yet proposed in all operators. In addition, the RCS does not work on Apple brand devices, but only on Android and Windows devices, which reduces the available audience. It is also not supported by all operators.
Other brake: RCS messaging currently represents a high cost when used as part of a marketing campaign. Also be aware that sending messages via RCS requires the services of a back-end developer; A campaign can not be programmed and executed independently. This adds labor and further cost.
Finally, security and confidentiality guarantee are not yet optimal when sending sensitive information, because RCS messaging has no end-to-end encryption.
Anyway, the conclusion remains very positive and the RCS Messaging seems to have a bright future. With her, everything is there, quickly, easily. It is no longer necessary for the user to download an application or use an external site. Same for the company. This protocol opens the door of possible for brands that decide to integrate it with their marketing strategies.