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Fig - 2-5-1 Source: MMA
for businesses and mobile network way and be available 24/7. Brands can
operators to enhance their engagement also bring in chatbots through RCS and
with customers. RCS messaging, based provide a carousel-scrolling, rich media
on MaaP, provides incremental benefits experience for more convenient and
for all stakeholders in the messaging faster transactions. They can also create
ecosystem. a consistent communication experience
Better experience for consumers for consumers. For example, airlines
can provide travelers with rich media
RCS will eliminate the need to download notifications to upgrade options, check
multiple messaging apps. By providing flight status and access instant services
a rich set of features, it can consolidate within flight. RCS creates an opportunity
multiple messaging activities under one to democratize rich features across
umbrella. Consumers can get relevant network operators and devices.
personalized services and content
through a single messaging interface. Revenue maximization
Additionally, they can communicate with for operators
the brands through natural human-like With the presence of so many free and
conversation in real time and get access unlimited messaging apps like WhatsApp,
to instant replies and auto-responses for Messenger, WeChat etc., operators
faster engagement. are faced with a decline in revenue
Game changer for brands generation through messaging. With
MaaP coming into the picture, they
Businesses can harness RCS for multiple can increase their A2P (application-to-
branding strategies. They can person) messaging volume and generate
communicate with their customers in a new revenues by enabling businesses to
contextually relevant and personalized reach their customers more effectively.
INSIGHTZ - VOLUME 03, 2018 43
