My Thoughts on Technology and Jamaica: How Google and GSMA RCS on Telcos means Ad Chatbots to unseat WhatsApp dominance


Thursday, February 25, 2016

How Google and GSMA RCS on Telcos means Ad Chatbots to unseat WhatsApp dominance

“Today marks an important step forward in bringing a better messaging experience for Android users everywhere. We’re thrilled to collaborate with our partners across the industry to make this happen.”

Google Vice President of Communications Products Nick Fox in a statement on Google’s Universal RCS platform

SMS (Short Messaging Service) aka Text messaging, looks set to step into the 21st Century, if Google has their way.

The MWC (Mobile World Congress) in Barcelona, Spain, which runs from Monday February 22nd 2016 to Thursday February 25th 2016, so far has seen the launch of the Samsung Galaxy S7 Edge as described in Kelroy’s Geezam article entitled “Samsung Galaxy S7 and S7 edge makes a big splash at MWC 2016” 

Google on Monday February 22nd 2016 has launched the Universal RCS platform as reported in the article entitled “Google aims to beef up text messages with new open source system”, published February 23, 2016 By Kyle Wiggers, Digitaltrends.

Their Universal RCS platform, is based on the RCS (Rich Communications Services) platform that was standard developed by the GSMA (Global System Mobile Association), the body that represents GSM Telecom Providers.

To this end, Google has partnered with GSMA to launch RCS as a replacement for SMS as noted in the article “Global operators, Google and the GSMA align behind Adoption of Rich Communications Services”, published February 22, 2016, GSMA.

Google had acquired Jibe Mobile acquisition in September 2015.

Since then they’ve quietly sought to integrate RCS into Android, bringing embedded images, video, audio and even emojis, the language of Mobile Internet as noted in my blog article entitled “University College Research says Emojis replacing English in Communication - Internet's Universal Language in the Age of Emojis” , to text messaging.

That means no need to use MMS (Multi Messaging Service) or even WhatsApp, the most popular Mobile social Network with millennials in the Developing World based on the state in Kelroy's Geezam blog article entitled “WhatsApp is the #1 Mobile Messaging App in the World”.

The difference is that Google's Universal RCS platform, designed to replace the ageing SMS standard on Google Android smartphones, will be released as an Open Source API (Application Program Interface).

So potentially, Developers can integrated Universal RCS platform into their Apps on any Smartphone platform be it Google Android, Apple iOS or even Windows Phone Mobile.

But why is Google choosing to do an Open Source Universal RCS platform?

Google and GSMA to push RCS - How RCS can unseat the dominance of WhatsApp

It’s good to note that Google's biggest competitor in the IM (Instant Messaging) space, Facebook, now has two successes on its hands in Social Mobile World.

First is WhatsApp, which is now totally free as they’d scrapped the yearly US$1 fee as reported in Kelroy's Geezam blog article entitled “WhatsApp now 100% free”.  

Facebook is now seeing success with Facebook Messenger, as they're already formulating plans to monetize their popular platform with Business Ads, preferably from Fast food companies as predicted in my Geezam blog article entitled “How FB Messenger Ads means Chess playing Chatbots with Fast Food Coupons”.

Google, by introducing an Open Source Universal RCS platform, is hoping to use it as a Trojan horse to take advantage of the coming adoption of RCS among Telecom Providers.

Already nineteen (19) Telecom Providers have declared plans to the RCS standard, namely:

1.      América Móvil
2.      Bharti Airtel Ltd
3.      Deutsche Telekom
4.      Etisalat
5.      Globe Telecom
6.      KPN
7.      Millicom
8.      MTN
9.      Orange
10.  PLAY
11.  Smart Communications
12.  Sprint
13.  Telenor Group
14.  TeliaSonera
15.  Telstra
16.  TIM
17.  Turkcell
18.  VimpelCom
19.  Vodafone

Noticeably absent from this push is American Telecom Providers AT&T and Verizon, who are yet to commit to adopting RCS, as they're busily gearing up for 5G and VoLTE (Voice over LTE) trials as reported in the article “AT&T jumps into the fast lane with ultraspeedy 5G field trial”, published February 11, 2016 by Roger Cheng, CNET News.

Good to note that 5G is slated to be launched until 2020, based on the ITU (international Telecommunication Union) IMT-2020 5G Roadmap as pointed out in my blog article entitled “ITU publishes 5G IMT-2020 Roadmap - Why US Telecom Providers , @Digicel_Jamaica and @LIMEJamaica like to travel off the beaten Path”.

5G may potentially negate the need for RCS, hence why they're ignoring it.

América Móvil and RCS - Why RCS adoption means chatbots selling Pizza Hut and Popeye's Chicken   

You may have notice that América Móvil is a part of the mix, meaning that RCS support is coming to Telecom provider in South and Central America.

This suggests that Telecom Providers  Digicel Jamaica and FLOW Jamaica may soon announced support for RCS, as competition in countries they operate means they’ll be rolling out this feature in order to compete more successful for customers.

If these Telecom Provider launch RCS as the next SMS replacement, it would make SMS cool again with embedded images, video, audio and even emojis making it seem on part with Instant Messaging. RCS could potentially give Google and other Developers the ability to create competing Mobile Social Networks based on the Universal RCS platform that can successfully unseat the growing dominance of WhatsApp and Facebook Messenger.

Suddenly, this alliance with the GSMA to push RCS can translate into billions of smartphones worldwide, including those of Google’s competitors such as Apple and Microsoft.

More practically, it'll also give the Telecom Providers a way to compete with the rise of Mobile Social Networks like WhatsApp and FB messenger, allowing them to also cash in on the US$69 billion a year Mobile Advertising and Marketing Industry.

Most likely this will be done via chatbots selling free Burger King and KFC coupons and businesses hawking their wares to millions of “Texters” worldwide as predicted in my blog article entitled “Kik buys Blynk - Why chatbots are the future of music and shopping”. 

A world where we’re talking to bot programs!

RCS and Google AdWords – Replacement for Banner Ads, Sponsored articles and videos in the future

RCS may be Google's potential savior as Telecom Providers have started blocking Ad, possibly YouTube Ads in the future as predicted in my Geezam blog article entitled “Why Google needs new Ad Formats as Telcos will block YouTube Ads”.  

Perhaps this is Google's way of mending fences with the telcos, after Digicel Jamaica and now Three's in the UK have begun blocking their Ads.

Coupled with the rise of Ad Blockers as chronicled in my Geezam blog article entitled “Why the Rise of ad-Blockers is killing free Publisher and App Content”, RSC with chatbots will be the replacement for Banner ads in the long run!

Sponsored articles and videos may soon be blocked as Ad blockers get more sophisticated with AI that can detect the context of an article or video and deem it to be an ad in disguise.RCS, may, in the future, herald a world where Google, Developers and Telecom Providers make money from chatbots selling you Pizza Hut and Popeye's Chicken coupons! 

Post a Comment