As
was expected among many players in Rich Communication industry, Google
announced at MWC 2016 that they will provide ways for operators to accelerate
the spread of RCS service across the globe. Two main hazards, i.e., complicated
RCS technologies and interoperability, will be taken care of by Google. The
cloud based RCS platform and RCS hub platform are available to operators for quick-and-easy
launch of their RCS service.
Universal RCS
profile
Google
will define the Universal RCS profile which addresses basic features of RCS
service including:
§ One to one chat
§ Group Chat
§ IMDN (delivered, displayed)
§ Contents Sharing (audio,
video, photo)
In order to make this happen, Dozens
of Global operators are partnered with Google in working for RCS:
§ America Movil (Mexico)
§ Bharti Airtel Ltd (India)
§ Deutsche Telekom (Dutch)
§ Etisalat (UAE)
§ Globe Telecom (the
Philippines)
§ KPN (Dutch)
§ Millicom (Africa,
Hispanic America*)
§ MTN (Africa)
§ Orange (merged with
T-Mobile UK as a joint venture, EE)
§ PLAY (Poland)
§ Smart Communications (the
Philippines)
§ Telenor Group (Norway)
§ TeliaSonera (Sweden,
Finland)
§ Telstra (Australia)
§ TIM (Italy)
§ Turkcell (Turkey)
§ VimpelCom (Russia)
§ Vodafone (UK),
Sprint (USA)
OTT vs Pre-Installation vs Embedded
Once
the Universal RCS profile is specified with the help of global operators, it is
expected that Google will introduce the OTT RCS client for Android OS. As
opposed to the expectation that RCS client will be embedded in Android OS as a
competitor to iMessage, the decision on whether it is pre-installed or embedded
seems to be left to operators at least in the short term. In addition to the
RCS client, Google will also provide the developers APIs which enables
operators to flexibly customize their RCS clients with operator specific
features on top of Universal RCS profile.
In
the meantime, Google will keep doing their business with cloud based RCS
service. It is a quick-and-easy way for operators to launch their RCS service.
Even though using Google’s cloud-based RCS platform would be cost-efficient
way, operators may worry that they can end up with being too leaning on Google.
Considerations
According to Mr. Stephen Sale, Research Director of Analysis Mason, Operators
need to take the following strategical considerations:
§ How
to distribute the RCS service worldwide: Even with Google’s help for Android
OS, there still remains the worry that Apple won’t provide the RCS in iOS.
Google may be able to put OTT RCS client with Universal RCS profile in the
AppStore but even in this case, operators may not be able to provide operator
specific RCS client for iOS.
§ Brand
proposition: Some
operators who already have their own RCS services with different brand name
e.g., Sprint’s Messaging Plus, T-Mobile’s Advanced Messaging will need to figure
out how to position its already existing RCS service against the
soon-to-be-coming Google’s RCS client. Other operators who does not have RCS
service yet will have to figure out how they can differentiate their RCS service
against competitors.
§ Strategy
Beyond messaging client:
After the RCS service with Universal profile is stabilized, operators need to
consider how they can monetize the service. As there are already lots of
prevailing OTT competitions out there, operators have to figure out the
feasible differentiator to get traction from users.
In
order to gain traction of users, RCS service should be the ‘out-of-box’
service. It was already empirically proven that OTT RCS client can not compete with
the existing OTT messaging services. Users needs be able to use the RCS
service in the same way as SMS/MMS without even noticing they are using RCS. Without leveraging user
experiences already familiar to users, operator’s RCS service won’t be able to
regain the market. Having said that, operators need to provide pre-installed or
embedded RCS clients.
Google Connecting
the dots using RCS
Google
does already have user's web context. They can indirectly figure out user’s
profile like gender, age, interests, location, etc. by tracking down user’s
behaviors on the web. By incorporating operators into their cloud based RCS service, Google can track down communication context of users as they do for web services. User’s communication context may include user’s communication behavior like how often they communicate, where they communicate, when they communicate, how long they communicate at a time and with whom they communicate. User’s communication history is important meaning to Google as it is closely related with user’s social relationships. Once user’s relationship can be figured out and if Google can connect the dots between web context and communication context of the same user, Google will be able to compete with the prevailing Social Network Services like Facebook.
In addition to this, operators may need to open the door of its subscribers database to Google for user authentication and authorization. Once subscriber’s database stored in the operator’s network is open to Google, they will be able to come to obtain the details of subscribers profile (of course) to an extent that is allowed by operators. Even though Google provides its own cloud-based RCS platform for free to operators, if they can obtain user's full context across web and mobile, it would be a trade much marginal to Google.
In addition to this, operators may need to open the door of its subscribers database to Google for user authentication and authorization. Once subscriber’s database stored in the operator’s network is open to Google, they will be able to come to obtain the details of subscribers profile (of course) to an extent that is allowed by operators. Even though Google provides its own cloud-based RCS platform for free to operators, if they can obtain user's full context across web and mobile, it would be a trade much marginal to Google.
Figure 1. Google connecting the
dots
References
[1]
Fiercewireless, “As
RCS struggles, T-Moble shows progress with 5.5M Advanced Messaging users and
40M messages/day”, by Collin Gibbs , 29th Feb 2016
[2]
Communications Developer Zone, “Google
Partners with Mobile Operators for RCS Rollout”, by Michelle Amodio, 29th
Feb 2016
[3]
iNews Journal, “Google
is Working on RCS the New Competitor of Whatsapp and iMessage”
[4]
ST GIST, “Google’s
Android Dives Into Text Message Upgrade (RCS) Initiative”, by Jason Raphael
Labuguen, 24th Feb 2016.
[5]
PC, “Google,
Global Carriers Team up to Improve Text Messaging”, by Stephanie Mlot, 23rd
Feb 2016
[6]
KNOWLEDGE CENTER, “Google
makes RCS viable for many operators, but operators will need to think beyond
the messenger client”, by Stephen Sale, 29th Feb 2016
[7]
Makeuseof, “Google
Jibe is Here: Say Goodbye to SMS & MMS Messages”, by Matthew Hughes, 1st
Mar 2016
[8]
CLOUD FENDER, “6
Links that will show you what Google knows about you”
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