RCS vs. OTT Messaging - Best Practice for MNOs

Dublin, Aug. 10, 2017 -- The "RCS vs. OTT Messaging - Best Practice for MNOs" report has been added to Research and Markets' offering.

This report looks at the state of the market for messaging services, considers the issues facing MNOs that wish to move forward with RCS and examines the approaches taken in the past. Using the insights gained, it determines best practice and recommends the optimum approach for MNOs.

Google's recent actions in providing network and device support for RCS has generated interest in the service and raised hopes among mobile operators that by taking advantage of the dominant installed base of Android OS handsets it may yet become a success.

MNOs' efforts to date to use RCS to compete with OTT services such as WhatsApp, Messenger, iMessage and others have failed. This has been due to the expense, complexity and time required to roll out a network based service combined with the fragmented approach taken to marketing the service.

By agreeing on a common version, Universal Profile, and making use of Google's support, mobile operators hope to succeed in re-establishing their position as the default provider of a comprehensive set of messaging and voice services.

However, the OTT services are well established, with billions of users worldwide, and converting a user base of that size is not a trivial task.

Operators must therefore decide whether to make significant investments in systems and marketing which may prove in vain, or wait and see how the market develops before making any serious commitment. They could decide that OTT messaging systems are now so well established that it is better to focus their resources on other areas which will take them towards Telco 2.0.

Key Topics Covered:

1 Overview

2 Introduction
2.1 Background to the Report
2.2 Report Content
2.3 Currency and Conversions
2.4 Further Questions and Feedback

3 RCS: Development and Provision
3.1 Background and Services
3.2 RCS Universal Profile
3.3 Network & System Requirement
3.4 Google, Android & Jibe
3.5 Other Vendors & Services

4 The Messaging Market
4.1 Market Size & Structure
4.2 Maturity of Market
4.3 The Opportunity - The Android Market
4.4 Factors That Drive Uptake
4.5 Tariffing, Revenues and Business Case

5 MNOs' Promotion of RCS
5.1 Experiences of Initial Launch of RCS
5.1.1 Coordinated Launches in Germany, South Korea and Spain
5.1.1.1 South Korea
5.1.1.2 Germany
5.1.1.3 Spain
5.1.2 France: Orange and SFR
5.2 Other Operator Experiences
5.2.1 Sprint
5.2.2 T-Mobile (US)
5.2.3 AT&T
5.2.4 Rogers Wireless
5.2.5 America Movil (Claro & Telcel),
5.2.6 Vodafone
5.3 MNOs Supporting and Offering RCS Services
5.4 Branding & Service Information

6 Key Findings and Conclusions
6.1 Issues for MNOs to Consider
6.2 Cost and Ease of Deployment
6.3 Compatibility - Handsets and Reach
6.4 Marketing
6.5 Short or Long-term Uptake
6.6 Conclusions

7 Recommendations

Companies Mentioned

• AIS
• Alcatel
• Amrica Mvil
• ASUS
• AT&T
• Axiata Group
• Beeline
• Bell Mobility
• Bharti Airtel
• Blackberry
• China Mobile
• China Telecom
• China Unicom
• Claro Brazil
• Claro Colombia
• Deutsche Telekom
• Etisalat
• Facebook
• General Mobile
• Globe Telecom
• Google
• HTC
• Huawei
• Indosat Ooredoo
• Intex Technologies
• Jibe
• KPN
• KT
• KakaoTalk
• LG Electronics
• LG U+
• Lava International Ltd.
• Lenovo/Motorola
• M1
• MTN
• MTS
• Megafon
• Microsoft
• Millicom
• Movistar
• Nokia
• O2
• Optus
• Orange
• PLAY
• Personal Argentina
• Personal Paraguay
• Reliance Jio
• Rogers Communications
• SFR
• SK Telecom
• Samsung Electronics
• Singtel
• Slovak Telecom
• Smart Communications
• Sprint
• StarHub
• Summit Tech
• T-Mobile US
• TIM
• Telcel Mexico
• Tele2
• Telefnica
• Telenor Group
• TeliaSonera
• Telkomsel
• Telstra
• Telus
• Turkcell
• Verizon
• Viber
• VimpelCom
• Vodafone
• WhatsApp
• XL Axiata
• ZTE

For more information about this report visit https://www.researchandmarkets.com/research/vl25nz/rcs_vs_ott

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