What is RCS Business Messaging and how will it change the communications landscape? How will operators play a role in this and what are some key success factors?
In this #BridgingStories episode, Bridge Alliance speaks with Angus Yu, GSMA‘s Technology Director for Asia Pacific, to share some insights on this topic. We organised a work group meeting with our members earlier this year to take a deep dive into RCS Business Messaging. We were fortunate to have Angus join us in this session to share his experience in rolling out these solutions and best practices.
Bridging Stories is a sharing series by Bridge Alliance. As advocates for shared learning in discovering new ideas, we are always on the look out to learn from others.
Q: Hi Angus, tell us a little about yourself.
Angus: Hi, this is Angus from GSMA. I am the Technology Director for Asia Pacific. My main role is to support the mobile operators in the region for various GSMA programme initiatives.
Q: So before we go on, could you share with us what is RCS Business Messaging?
Angus: RCS Business Messaging is the evolution of basic text-based mobile messaging services, to the corporate customers, the business to enhance their communications to their customers, especially via the future technology of artificial intelligence and chat bots.
Q: So how will this change the communications landscape?
The Brand Opportunity of RCS A2P Messaging – GSMA
Angus: First of all, the user doesn’t need to install multiple applications to gain access for the business services. Instead, the user can gain the access directly from their messaging apps to multiple services and businesses, such as making online reservations, contacting customer services and booking flights online.
Q: Is RCS Business Messaging something new?
Angus: Well, this is already live from some leading operators and brands. So I would say this is already happening.
Q: How do you see operators playing a role in this evolution?
Angus: RCS Business Messaging actually offers new opportunities for operators to stay in the ecosystem of future communications. They can utilise business messaging to offer new capabilities to their business customers for generating new revenues streams, especially from new technologies like artificial intelligence, chat bots and in-chat search. So it creates new business opportunities for the operators and it helps the operators to maintain their central role in the future of IP communications.
Q: What is one key driver in RCS Business Messaging?
Angus: To make RCS successful, collaboration is key. Customer coverage is very important to business users. In that sense, operator collaboration is very essential to make RCS services universally available to all your customers. So in that case, Bridge Alliance can play a very important role to make it happen.
To find out more about RCS Business Messaging, head over to GSMA’s dedicated page here.
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