RCS Messaging – 8 New Mobile Marketing Features
In 2008, mobile devices in the United States from the top wireless carriers started to come pre-loaded to support MMS marketing. This was a huge innovation for text message marketing, as now brands could send images, videos, and even longer mobile messages to consumers. Since launching MMS marketing over 9 years ago, we haven’t seen much in terms of innovation in mobile messaging, that is until now.
Recently Google, the maker of Android, announced that 27 more wireless carriers and device manufacturers have signed up to start supporting RCS messaging, which allows businesses to develop more enhanced mobile messaging programs. This announcement means that now just about 1 billion mobile subscribers globally will have access to RCS messaging on their mobile device.
What is RCS messaging? RCS messaging stands for “Rich Communication Services”, and is a communication protocol that is built right into the native Android Messages chat app. RCS messaging allows businesses to develop more enhanced mobile messaging campaigns.
Many businesses such as Virgin Trains, Walgreens, Gamestop, Papa Murphy’s, Philips, Sky, SONIC® Drive-In, Subway, and Time Inc., have started to test RCS messaging, as part of Google’s Early Access Program. For those businesses that aren’t part of Google’s Early Access Program, we’ve put together this blog post to highlight the 8 new mobile marketing features that will eventually be available to businesses when using RCS messaging.
Interested in RCS messaging for your business? Join our email newsletter by clicking here, so that you’ll be the first to hear about business RCS messaging related news. By subscribing, you’ll also be alerted to when the RCS messaging features below will be made available to those that are not part of Google’s Early Access Program.
Since there are no live business RCS messaging campaigns yet, the following are our own ideas as to what RCS messaging will allow businesses to do once the technology is made available. As more information on RCS messaging becomes available, be sure to subscribe to our email newsletter, as you’ll be the first to know of new business RCS messaging information.
RCS Custom Colors
One of the many branding benefits to RCS messaging, is that businesses will have the ability to customize the color scheme of their messages within the consumer’s messaging app. With these branding options, you can see why RCS messaging is going to be popular with businesses.
RCS Branded Icons
RCS messaging is going to allow businesses the ability to brand their own icons within the consumer’s messaging app. Say goodbye to those faceless icons that consumers see when they receive a message from a business, and hello to completely customized icons, with both a business’ logo and color scheme.
RCS Verified Sending
RCS messaging provides businesses with Verified Sending, ensuring that consumers feel confident that the business they’re messaging with, is actually who they say they are. Verified Sending with RCS messaging is the first line of defense in protecting consumers from phishing messaging scams.
RCS Suggested Actions
Suggested Actions are unique to RCS messaging, and are a huge improvement over putting a website link in a text message. With Suggested Actions, businesses can prompt consumers with a button in their messages to create a new call, open maps, link to a web experience, or even deep link within a mobile app. The best part about Suggested Actions is that a business is not limited to just one Suggested Action within a message, as RCS messaging allows you to place multiple Suggested Action buttons within a message.
RCS Quick Replies
Quick Replies are unique to RCS messaging, and provide consumers with an easy way to reply to a business. With RCS messaging, consumers can simply tap a Quick Reply button within a message, and the business is automagically alerted that a specific mobile phone number has tapped their Quick Reply button. When the business receives this alert, they’re able to send an RCS message back to the consumer. This RCS message response can be plain text, Rich Cards, a video, image, or even additional Quick Replies or Suggested Actions. Also, like Suggested Actions, a business can place multiple Quick Replies in the same RCS message. The possibilities with RCS messaging as you can see are endless!
RCS Rich Cards
With RCS messaging, businesses will be able to send rich, “app-like” experiences to consumers, all through the consumer’s messaging app, without the need for consumers to open an additional mobile app. While there’s many potential applications here, a favorite at Tatango would be if we could see our Uber car arriving, and the information about our driver, all within the messaging app. How cool would that be?!
RCS High Resolution Images
RCS messaging will allow businesses to send high resolution images, including GIFs to consumers. Unlike sending images with MMS, RCS messaging will allow images to be displayed in custom sizes, and won’t require the recipient to open a new screen to to see the full size image. If your business is sending, or is interested in sending images to consumer’s mobile phones, RCS messaging is going to offer a huge advantage over sending those images using MMS messaging.
RCS High Definition Videos
RCS messaging will allow businesses to send high definition videos to consumers. Unlike sending videos with MMS, RCS messaging will allow videos to be displayed in custom sizes, and won’t require the recipient to open a new screen to to see the full size video. If your business is sending, or is interested in sending videos to consumer’s mobile phones, RCS messaging is going to offer a huge advantage over sending those videos using MMS messaging.
If those 8 mobile marketing features have you excited about business RCS messaging, then maybe it’s about time you contact Tatango to discuss how your brand can start thinking about RCS messaging. Tatango has over 10 years of experience in mobile messaging, and we’re just as excited as you are about the possibilities of businesses using RCS messaging.
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