KUALA LUMPUR, Sept 12 (Bernama) -- A new study from Juniper Research has found that the global number of active Rich Communications Services (RCS) users will reach 1.1 billion in 2024; rising from 930 million this year, with 75 billion business messages delivered.
In a statement, Juniper Research said it anticipated that increasing adoption of communications platforms, such as Communications‑Platform-as-a-Service (CPaaS) will be the primary driver in enterprises leveraging operator‑led RCS channels for rich business messaging.
RCS is a protocol for rich media messaging over operator networks providing advanced business messaging services, such as chatbots and payments.
Despite a continued lack of support over iOS devices, the report predicted that 50 per cent of mobile subscriptions globally will be capable of receiving RCS business messages next year.
The research predicted that the growth in RCS business messaging will not cannibalise existing short message service (SMS) traffic, but instead, will drive new messaging use cases, such as conversational commerce.
This new traffic will generate over US$15 billion in additional messaging revenue for operators between 2024 and 2028. (US$1=RM4.67)
It identified North America as a high-growth region; accounting for 36 per cent of global RCS revenue by 2028, hence a high reliance on mobile messaging for communication will drive adoption of RCS amongst enterprise users in the country.
To capitalise on user growth, RCS vendors must develop a call-to-action model in which they receive revenue per purchase via RCS to maximise messaging revenue beyond termination.
To achieve this, the report urged RCS vendors to form partnerships with the largest online retailers and promote RCS as an alternative online retail channel to end users.
This new market research suite offers the most complete assessment of the RCS business messaging market currently available; providing analysis and five year forecasts across 60 markets.
-- BERNAMA
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