Brands and enterprises are also eager to embrace the next generation of business to consumer SMS messaging, which promises to help super-charge customer service efficacy. The success of RCS will depend heavily on a number of factors, but one tops the bill, how will it be priced? Most businesses and service providers we talk to expect to pay a little more for the enhanced functionality of RCS,…, Enhanced functionality won't mean excessively increased price, Most respondents think that RCS is likely to cost brands initially no more than 20% for comparative outbound messaging. This is good news as it means the industry is committed to the success of RCS and not trying to be greedy. The business outcomes, read rates, and interaction rates already speak for themselves in terms of the return on investment from marketing dollars, for example., Pay per messaging pricing will support an easy transition from SMS, How brands and businesses might be charged for setting-up and distributing RCS campaigns will also be key. The survey showed that a mix of pricing strategies will apply, including the most familiar model which is per MT (Mobile Terminated). Some MNOs plan to emulate the short code model that exists in many countries, and apply this to the chatbot (brand definition, bot or sometimes referred to as…, Who pays for the data consumption?, Over-the-top application users pay for the data it costs to receive a message from a brand or business. This is an explicit choice from the subscriber when downloading the relevant OTT application and opting in to communications. For RCS, we are talking about the precious, native inbox. The views were wide ranging, from zero-rating data consumption, to user pays through to sponsored data from the…, SMS and RCS will work together, While there have been thousands of articles proclaiming that “SMS is dead”, it certainly looks like RCS isn’t about to kill the text message off just yet. Most companies (67%) we surveyed expect to offer SMS/MMS alternatives (where available) as part of their RCS solution. While our survey was limited in size and region, it does provide a fascinating snapshot of how RCS pricing might look. The…
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