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THE ANDROID MESSAGING EVOLUTION: How Google is responding to messaging app prevalence (GOOG, GOOGL)

Global Messaging RevenueBI Intelligence

This is a preview of a investigate news from BI Intelligence, Business Insider’s reward investigate service. To learn some-more about BI Intelligence, click here.

The communications marketplace is in a midst of an all-out war. The torrent of messaging apps, such as Facebook Messenger, WhatsApp, WeChat, and Viber, have over-run a shred traditionally owned by SMS and a massive revenue generator for wireless carriers.

And consumers are commencement to perspective these discuss apps not as messaging platforms though as portals to a internet. This is melancholy a control Google and Apple have over a mobile ecosystem around Android and iOS. And while Apple addressed this regard with a introduction of iMessage in 2011, Google has mostly left Android’s messaging capabilities adult to phone makers and carriers to understanding with.

For their part, device manufacturers are looking for a newest record to make their products some-more appealing than a subsequent vendor’s, as a smartphone marketplace becomes increasingly competitive. Their craving for softened local messaging capabilities is one of a contributing army pushing a expansion of local messaging.  

An rising messaging customary called Rich Communications Services (RCS) is display guarantee as a resolution for these players. Google is wagering that RCS will make Android some-more rival with iOS while improving a lure of a OS’s local messaging customer compared with discuss apps.

In a new news from BI Intelligence, we try how Google, carriers, and OEMs can take advantage of a new customary to expostulate revenue, boost user engagement, and urge a altogether messaging experience. Finally, we demeanour at the aim markets for RCS, and a compulsory stairs to expostulate adoption.

Here are some of a pivotal takeaways from a report:

  • An rising tech customary called Rich Communication Service (RCS) will energy Android’s next-generation local messaging app, giving Android smartphone users a some-more absolute choice to SMS.
  • RCS will enable Android Messaging users to send larger, higher-quality images, as good as share their plcae information and make video calls by default. Android users currently rely on over-the-top messaging apps like Facebook Messenger or WhatsApp to access these features.
  • The vital implications of Google’s welcome of RCS are profound, creation Android “stickier” and giving it a rival edge.
  • Adopting RCS will have knock-on effects opposite a mobile ecosystem. Because Android’s user bottom is so massive, these might be surpassing and change from actor to player.

In full, a report:

  • Explains what RCS is and because it’s important.
  • Explores the opposite ways Google, carriers, developers, and phone makers can access, utilize, and discharge calm around RCS.
  • Outlines a stairs indispensable for inspire RCS adoption by tellurian carriers and phone makers.
  • Looks during a intensity barriers that could extent a growth, adoption, and use of RCS.
  • And most more.

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Learn more:

  • Messaging Apps for Publishers:  Why discuss apps are essential for publishers
  • Messaging App Research: How present messaging can be monetized

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