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The partnership between Google, the GSMA, and global operators to develop and facilitate the adoption of enhanced communication services based on the GSMA's Rich Communication Services (RCS) specifications is beginning to bear fruit.


  • Consumer adoption of RCS services is growing, and the ecosystem for RCS-based application-to-consumer (A2P) communications is starting to take shape.
  • While telcos lost the initiative on P2P messaging to chat apps, a successful transition from SMS to RCS in the enterprise market and the native availability of Android Messages may help RCS to grow in the consumer market.

Features and Benefits

  • Learn how many operators have launched RCS services, and in which markets.
  • Evaluates the RCS strategy – based on the RCS Universal Profile – being followed by the GSMA, Google, telcos, and OEMs.
  • Assesses the merits of the RCS-based Messaging-as-a-Platform (MaaP), including its ability to provide chatbot-like experiences.
  • Analyzes the challenges that still lie ahead for RCS, including developing business models, increasing penetration, and enabling interconnection.
  • Analyzes selected results from Ovum's Enterprise Messaging Survey 2017, covering SMS, RCS, and chatbots.

Key questions answered

  • In how many markets have operators launched RCS services?
  • Why are organizations interested in using an enhanced SMS/advanced messaging service (such as that enabled by RCS)?
  • What do organizations expect to pay for an enhanced SMS/advanced messaging service relative to an ordinary per-message SMS?
  • Why have organizations deployed chatbots, and what benefits have they seen from doing so?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Market status

  • Operator deployment and consumer take-up of RCS services have been slow
  • Google's entry returns unity to fragmented RCS standards

Market dynamics

  • After a slow start, Google has some of its ducks in a row
  • But it's not just about Google: Samsung wants in on RCS, too

Market outlook

  • MaaP is mooted as the next step for RCS
  • Google opens a window for telcos
  • Survey finds enterprise interest in richer communications and chatbot-like experiences
  • The development of use cases is well advanced
  • Getting down to business: Where are the revenues?
  • Many challenges still lay ahead for RCS


  • Methodology
  • Further reading
  • Author

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