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Network operators can leverage where an operator can collect value
RCS for: from the content-owner by charging
Enhancing user engagement: for messages. Second is the indirect
revenue-sharing model where the value
Network operators can leverage RCS to
engage with their customers in a more is collected elsewhere in the ecosystem
personalized and contextual way and by a chatbot, a plug-in developer or AI
drive seamless experience across the with a share of that revenue received by
customer journey. They can increase the operator.
sales and customer satisfaction by
developing operator-specific A2P apps Aiming to make SMS services
and re-engage with subscribers to reduce more valuable, rich and
churn and increase customer stickiness.
engaging, smartphone
Generating revenues through A2P manufacturers and network
services: operators have teamed up
Businesses trust operator SMS as a more with governing bodies of the
secure and effective way of connecting telecom industry to develop
to customers. RCS further provides Rich Communication
richer A2P customer engagement. It Services (RCS).
provides operators with the opportunity
to dominate business-to-consumer Role of AI in conversational
messaging, beat the siloed OTT apps commerce
creating new revenue sources.
RCS provides a human-like conversational
As per GSMA, there are two key models interface which enables users to access a
which operators can follow for range of brands and services from within
monetizing RCS. A direct-based model, their messaging app itself. They can
44 INSIGHTZ - VOLUME 03, 2018
