RCS vs. OTT Messaging - Best Practice for MNOs

  • ID: 4090862
  • Report
  • Region: Global
  • 31 Pages
  • Mobile Market Development Ltd (Wireless Profit)
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FEATURED COMPANIES

  • AIS
  • China Unicom
  • Intex Technologies
  • Millicom
  • Rogers Communications
  • Telefónica
  • MORE

Google’s recent actions in providing network and device support for RCS has generated interest in the service and raised hopes among mobile operators that by taking advantage of the dominant installed base of Android OS handsets it may yet become a success.

MNOs’ efforts to date to use RCS to compete with OTT services such as WhatsApp, Messenger, iMessage and others have failed.  This has been due to the expense, complexity and time required to roll out a network based service combined with the fragmented approach taken to marketing the service.

By agreeing on a common version, Universal Profile, and making use of Google’s support, mobile operators hope to succeed in re-establishing their position as the default provider of a comprehensive set of messaging and voice services.

However, the OTT services are well established, with billions of users worldwide, and converting a user base of that size is not a trivial task. 

Operators must therefore decide whether to make significant investments in systems and marketing which may prove in vain, or wait and see how the market develops before making any serious commitment.  They could decide that OTT messaging systems are now so well established that it is better to focus their resources on other areas which will take them towards Telco 2.0.

This report looks at the state of the market for messaging services, considers the issues facing MNOs that wish to move forward with RCS and examines the approaches taken in the past.  Using the insights gained, it determines best practice and recommends the optimum approach for MNOs.

Note: Product cover images may vary from those shown
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FEATURED COMPANIES

  • AIS
  • China Unicom
  • Intex Technologies
  • Millicom
  • Rogers Communications
  • Telefónica
  • MORE

1 Overview

2 Introduction
2.1 Background to the Report
2.2 Report Content
2.3 Currency and Conversions
2.4 Further Questions and Feedback
   
3 RCS: Development and Provision
3.1 Background and Services
3.2 RCS Universal Profile
3.3 Network & System Requirement
3.4 Google, Android & Jibe
3.5 Other Vendors & Services
   
4 The Messaging Market
4.1 Market Size & Structure
4.2 Maturity of Market
4.3 The Opportunity - The Android Market
4.4 Factors That Drive Uptake
4.5 Tariffing, Revenues and Business Case
   
5 MNOs’ Promotion of RCS
5.1 Experiences of Initial Launch of RCS
5.1.1 Coordinated Launches in Germany, South Korea and Spain
5.1.1.1 South Korea
5.1.1.2 Germany
5.1.1.3 Spain
5.1.2 France: Orange and SFR
5.2 Other Operator Experiences
5.2.1 Sprint
5.2.2 T-Mobile (US)
5.2.3 AT&T
5.2.4 Rogers Wireless
5.2.5 America Movil (Claro & Telcel),
5.2.6 Vodafone
5.3 MNOs Supporting and Offering RCS Services
5.4 Branding & Service Information

6 Key Findings and Conclusions
6.1 Issues for MNOs to Consider
6.2 Cost and Ease of Deployment
6.3 Compatibility - Handsets and Reach
6.4 Marketing
6.5 Short or Long-term Uptake
6.6 Conclusions

7 Recommendations

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  • ASUS
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