In today’s consumer messaging environment, mobile network operators (MNOs) are facing external pressures from OTT (over-the-top) messaging players to deploy an enhanced native messaging experience for their subscribers. And while a rich, digital, person-to-person messaging experience for subscribers has become table stakes, there has been no clear model on how MNOs can monetize the experience. The reality is, in order to compete with OTT messaging providers, MNOs are forced to provide rich messaging at no additional cost to their subscribers—potentially threatening existing SMS revenue streams.
Additionally, deploying RCS capabilities for subscribers is not a simple expansion of legacy messaging services. It requires significant investment and planning to successfully deploy the technology, deepening the need for future monetization.
So, how do MNOs provide the enhanced RCS messaging experience to their subscribers, while being able to justify the investment through a monetization strategy? The answer is RCS Business Messaging.