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

This can be a preview of a analysis report from BI Intelligence, Enterprise Insider’s premium analysis service. To be taught extra about BI Intelligence, click on right here.

The communications market is within the midst of an all-out battle. The deluge of messaging apps, comparable to Fb Messenger, WhatsApp, WeChat, and Viber, have over-run the section historically owned by SMS and a large income generator for wi-fi carriers.

And shoppers are starting to view these chat apps not as messaging platforms however as portals to the web. That is threatening the management Google and Apple have over the cell ecosystem through Android and iOS. And whereas Apple addressed this concern with the introduction of iMessage in 2011, Google has largely left Android’s messaging capabilities as much as telephone makers and carriers to take care of.

For his or her half, machine producers are in search of the latest know-how to make their merchandise extra interesting than the following vendor’s, because the smartphone market turns into more and more aggressive. Their starvation for improved native messaging capabilities is without doubt one of the contributing forces driving the evolution of native messaging.  

An rising messaging commonplace known as Wealthy Communications Companies (RCS) is exhibiting promise as an answer for these gamers. Google is wagering that RCS will make Android extra aggressive with iOS whereas enhancing the attractiveness of the OS’s native messaging shopper in contrast with chat apps.

In a brand new report from BI Intelligence, we discover how Google, carriers, and OEMs can make the most of the brand new commonplace to drive income, improve person engagement, and enhance the general messaging expertise. Lastly, we have a look at the goal markets for RCS, and the required steps to drive adoption.

Listed here are a number of the key takeaways from the report:

• An rising tech commonplace known as Wealthy Communication Service (RCS) will energy Android’s next-generation native messaging app, giving Android smartphone customers a extra highly effective different to SMS.
• RCS will allow Android Messaging customers to ship bigger, higher-quality pictures, in addition to share their location info and make video calls by default. Android customers presently depend on over-the-top messaging apps like Fb Messenger or WhatsApp to entry these options.
• The strategic implications of Google’s embrace of RCS are profound, making Android “stickier” and giving it a aggressive edge.
• Adopting RCS may have knock-on results throughout the cell ecosystem. As a result of Android’s person base is so large, these could also be profound and range from participant to participant.

In full, the report:

• Explains what RCS is and why it is necessary.
• Explores the alternative ways Google, carriers, builders, and telephone makers can entry, make the most of, and distribute content material through RCS.
• Outlines the steps wanted for encourage RCS adoption by world carriers and telephone makers.
• Appears on the potential limitations that would restrict the expansion, adoption, and use of RCS.
• And far more.

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Study extra:

• Messaging Apps for Publishers:  Why chat apps are essential for publishers
• Messaging App Analysis: How immediate messaging might be monetized

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