Ivan Ostoji, the Chief Business Officer at Infobip, is responsible for strengthening the company’s future and market-shaping functions. In 2024, the messaging format Rich Communication Services (RCS) is set to experience a significant advancement as nearly 1.5 billion iPhone users gain access to the interactive messaging protocol. This development holds promise for improved customer communications, bridging the gap between iOS and Android users, and offering enhanced messaging capabilities.
RCS is the next generation of SMS messaging, combining the reliability of traditional SMS with enriched functionalities similar to popular messaging apps like WhatsApp and iMessage. Businesses can engage with customers through various media, including text, images, videos, and files, facilitating more interactive communication channels and enhancing customer experiences. RCS Business Messaging is considered secure as it is regulated by mobile network operators, ensuring brand verification and anti-spam measures. This makes it a preferred channel for secure and reliable communication between businesses and customers.
Apple’s support for RCS is a significant shift in the industry, eliminating compatibility issues between iOS and Android users and enhancing the overall messaging experience. While Apple has historically favored its own iMessage format, its pledge to support RCS messaging in 2024 signals a step towards modernizing messaging standards. This move could potentially lead to increased growth in RCS Business Messaging and raise awareness of RCS among consumers and businesses.
Tech analyst Juniper forecasts significant growth in RCS Business Messaging usage, expecting the user base to surpass 2 billion by 2028. Data from Infobip’s platform in 2023 showed a 358% growth in RCS messages, highlighting the rising adoption of RCS as a vital channel for businesses looking to enhance their customer engagement strategies. Forward-thinking brands are already seeing tangible benefits from RCS campaigns, including higher engagement and response rates.
Despite the promise of RCS, only 15% of mobile network operators have adopted RCS Business Messaging, limiting its reach. Some carriers are yet to enable RCS Business Messaging in core markets. However, the market is fast-evolving as MNOs are increasingly looking to offer RCS Business Messaging to enterprise customers on their network. Businesses must seize the opportunity to adapt and enhance their customer engagement strategies to stay ahead in the changing landscape of customer communications as RCS gains momentum.
In conclusion, as RCS continues to gain momentum, businesses must adapt and enhance their customer engagement strategies for the future. It is crucial for the customer communications industry to empower MNOs and their customers to navigate this evolution and stay ahead in the changing landscape of customer communications. The Forbes Business Council is a growth and networking organization for business owners and leaders.
