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Published by: IDC
Published: Dec. 16, 2012 - 35 Pages
Table of Contents- IDC Opinion
- In This Insight
- Situation Overview
- Understanding RCS: Some Historical Context
- Mobile Messaging Emerged as a Key Operator Revenue Source, But It Is Increasingly Under Threat
- Mobile Messaging: One Big Hit, One Disappointing Follow-Up
- Mobile IM: A Latent Threat to SMS
- Erosion of the Link Between SMS Usage and Revenues
- SMS-to-IM Substitution: Delayed, but Not Denied
- The Need for a Blended Mobile Communications Experience
- Rich Communications Suite: The Long and Winding Road
- RCS Versions 1 through 4: An Evolving Spec, No Subscriber Services
- RCS-e: Strip RCS Down and Push It Forward
- RCS 5: The Full Spec Reasserted
- IP Multimedia Subsystem: A Solution Looking for a Problem and Then Finding One
- IMS: Designed for Service Control, but Marketed as a VAS Platform
- IMS and SIP: The Foundation of Voice in LTE Networks
- Future Outlook
- RCS-e and Joyn: The New Drive Behind RCS
- Operators See RCS as a Means to Stay Central to Their Customers' Communications Behavior
- Joyn Launched Commercially in Europe in 2012
- Implementation Options: Deep Integration or Downloaded App
- Some Formidable Obstacles Remain in the Path of RCS
- Make RCS-e/Joyn a Standard Build Item in New Smartphones
- Promote General Adoption of RCS-e/Joyn among Operators
- Drive End-User Awareness and Demand
- The OTT Context Raises Dangerous Expectations for Joyn Growth
- Status and Progress of Joyn: The GSM Association's View
- Approaches to Marketing RCS
- A Platform or a Service?
- Promotion and Advertising
- Promoting Joyn to End Users
- Promoting Joyn to the Mobile Industry
- Promoting Joyn to the Marketers
- Pricing and Packaging
- The Role of RCS in Operator Strategy
- The Short-to-Midterm Significance of RCS: Keeping the Operator at the Center of Communications Behavior
- The Position of RCS Against OTT Communications Services
- The Long-Term Significance of RCS: Communications Services in LTE Networks
- The European Big 5 Operators, RCS and Joyn
- Deutsche Telekom
- The New Impetus Behind RCS
- Built-In versus App-Based Service Adoption
- Approaches to Marketing RCS/Joyn
- Positioning Joyn Against OTT Services
- Orange
- The Impetus Behind RCS
- Telefónica
- The Impetus Behind RCS
- Built-In versus App-Based Service Adoption
- Approaches to Marketing RCS/Joyn
- Positioning Joyn Against OTT Services
- Vodafone
- The Impetus Behind RCS
- Built-In versus App-Based Service Adoption
- Approaches to Marketing RCS/Joyn
- Positioning Joyn Against OTT Services
- Figure: SMS Traffic Growth in the U.K., 2001–2009
- Figure: U.K. SMS Traffic Growth Far Out, Stripped Revenue Growth, 2007–2011
- Figure: Mobile IM Apps Show Users Which of Their Contacts Are Using the Same App
- Figure: First SMS Revenues, then SMS Traffic, Commence a Decline in the Netherlands
- Figure: Blended Messaging: Bringing Separate Messaging Experiences Together
- Figure: Examples of RCS Messaging Sessions
- Figure: The Consumer Brand for RCS-e: Joyn
- Figure: Some Obstacles to RCS Have Been Cleared, but Some Formidable Ones Remain
- Figure: MMS Shows the Danger of Heavily Marketing a Communications Service Too Soon
- Figure: T-Mobile Germany Relates Joyn Pricing to Core Service Bundles
- Figure: RCS and VoLTE Complement Each Other As Core Communications Service Platforms in Next-Generation Networks
AbstractThis IDC Insight sets out the history and context of RCS development. We examine the significance of RCS in two separate contexts: as a response to the growth of OTT communications and as a platform for communications services in LTE networks. We analyze the reasons behind the renewed impetus behind RCS through the Joyn initiative, and we assess the prospects for its uptake and usage by end users. Finally, we present case studies, giving the views of four of the five operators behind the Joyn initiative and of the GSM Association, which is coordinating and promoting the development of RCS.
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