Saturated mobile messaging allows mobile operators and advertisers to engage consumers through individual, media-rich interactions that can be measured and optimized for maximum conversion

MNOs are uniquely positioned to harness the potential of RCS

London, Rio de Janeiro, Athens, May 19, 2022 – RCS (Rich Communication Services) messaging is expected to make up a growing share of the mobile carrier’s global revenue and become a vital channel for advertisers as they seek to improve direct customer engagement and expand their core databases. This is stated in the new White Paper “Unlocking Multi-Channel Marketing with RCS”, published by experts in mobile marketing automation, Upstream, which examines the emergence of rich mobile messaging as an important part of digital marketing.

RCS messaging allows MNOs and advertisers to create highly targeted media messages that can be highly personalized to attract and convert users. Performance metrics, including openness and message engagement, can also be used to help advertisers optimize their content for maximum impact.

“Today’s audience is very fragmented and has come to expect personal communication. There is currently no single communication channel that effectively meets all of these needs, so marketers have had to adapt to using a mix of different channels to maximize engagement. RCS brings unique value to any multi-channel mix, combining the rich media capabilities of digital channels with the hyperpersonalized world of SMS participation. The use of the channel in marketing can only be limited by imagination, ”said Costas Castanis, Deputy CEO of Upstream.

Upstream data suggests that RCS is already becoming an important tool in helping advertisers connect with users on a personal level, showing a clickthrough rate (CTR) of up to 22.2%[1] and a 37% increase in conversions.[2] over traditional SMS in a number of companies taking place in various fields.

Since 2020[3] and its global deployment with the Google Messages app, RCS is gaining significant momentum, and the number of subscribers supporting RCS is expected to reach 3.8 billion by 2026[4].

This new trend toward rich mobile messaging is after third-party cookies, which were once the cornerstone of digital marketing, will be permanently abolished. Advertisers who can no longer use third-party cookies as a means of reaching a wide audience with broad but often superficial marketing campaigns will instead focus on creating an attractive and highly personalized experience to increase their customer base.

Being compatible with MSISDN (Mobile Subscriber Integrated Services Digital Number), each user’s unique mobile phone number, RCS allows mobile operators to verify subscribers ’identities, making it easier to deliver targeted and personalized messages. Global revenue from RCS is expected to reach $ 4.6 billion in 2026[5].

Castanis concludes: “It is time for mobile operators to take advantage of the development of the digital advertising ecosystem and take a leading role in it. They have unique capabilities to do so through their million-strong subscriber base and “own” channels such as RCS and SMS. The use of technology platforms that allow them to effectively conduct multi-channel campaigns – and in numbers – is a step towards this goal and will help increase revenue in the coming years. ”

Upstream is one of Google’s official messaging partners providing RCS, and is recognized by the GSMA as one of the key players in the RCS ecosystem.[6]. In Brazil, one of the world’s leading RCS markets, Upstream is RCS’s largest shipper.

[1] Martech platform data is upstream. Grow, food trading company, increase web traffic

[2] Martech platform data is upstream. Growth, campaign for MNO, migration / improvement of payment plan

[3] Techradar, “Google Releases RCS Messages Worldwide,” November 2020

[4] Juniper, “RCS vs. OTT: Why 2022 is Decisive,” February 2022

[5] Juniper, “RCS vs. OTT: Why 2022 is Decisive,” February 2022

[6] GSMA Future Networks, RCS Ecosystem, accessed 20.4.2022

RCS Evolving into Next-Generation Marketing Channel for MNOs and Advertisers, Reveals Upstream Report

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