A Game Changer for Mobile Marketing?
Apple’s announcement on RCS
The news of IOS support for RCS is explosive. So far, mobile messaging players have been largely shocked by the lack of this communication channel from the giant Apple. Now that Apple has confirmed its intention to unify messaging between operating systems, Rich Communication Services will have a much greater impact.
This decision follows several announcements made in 2023:
“Over the next year (2024), we will add support for the RCS universal profile, the standard currently published by the GSM Association,” said Jacqueline Roy, an Apple spokeswoman.
SMS “We believe the RCS universal profile will provide better interoperability than MMS. This will work alongside iMessage, which will remain the messaging experience… for Apple users.”
The decision comes after lengthy negotiations and as RCS continues to develop as an increasingly mature platform.
What does this mean for users?
According to Statista, Apple iOS continues to grow in popularity among young people. While more than half of the world’s smartphone users own Android models, Apple has the upper hand among younger generations . By 2023, about 35% of Millennials will own an iPhone, followed closely by 31% of Generation Z.
So far, Apple’s silence and hesitation in adopting RCS have been a real handicap when it comes to promoting the product to brands. Without the Apple brand, campaigns are limited to a small fraction of the available mobile base . But in the near future, several million iPhone users could join the lucky Android users and take part in the experience.
Many users have already been able to test RCS on iPhone
What this means for business email
Apple’s announcement is bulk sms master more than promising news for the future of marketing messaging.
This adoption will lead to an important development for the application-to-person (A2P) market : the merging, or at least the compatibility, of RBM (RCS Business Messaging: the RCS A2P channel) with AMB (Apple Messages for Business: the iMessage A2P channel).
SMS Like its professional counterpart, the A2P and P2P versions of RCS and iMessage are different technologies. SMS Separately, RBM and AMB do not yet have sms the impact of the use of in the fintech secto the reach of other over-the-top (OTT) messaging channels like WhatsApp . Together, however, they have the potential to reach virtually all smartphone users.
And now we know that RBM, the professional version of RCS, will be supported by IOS 18 .
Tim Atkinson, Google’s head of business development for EMEA, hinted at this possibility at Mobile World Congress, saying that Apple will support the RCS Universal Profile 2.4, which supports RBM .
The potential for rich messaging adoption in the A2P world is enormous . The GSMA estimates cellp data that by 2030 there will be 6.3 billion mobile subscribers , representing billions in business opportunities for brands. Businesses could create engaging experiences with a simple click, without consumers switching apps .
