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Here at Cellular Entire world Congress 2016, the yearly Barcelona-primarily based flesh-pressing of the telco sector, Google and a bunch of carriers have place out a press release talking up how they are seemingly ‘aligning’ to try to generate adoption of RCS.
Aka the Abundant Communications Expert services interoperable messaging standard that carriers have been making an attempt to drive for years.
Carriers’ purpose with RCS (previously known as Joyn) was to consider to evolve SMS with a new conventional that baked in richer functions, these kinds of as instant messaging, team chats, file sharing and so on i.e. the kinds of functions now routinely discovered in over-the-prime messaging apps like Whatsapp and Facebook Messenger. So really that ship has sailed, and the latter apps are continuing to pull customers away from SMS, diminishing the old provider dollars-cow even even more.
Rather of a new dollars-cow carriers have only a lame duck different in RCS. And yet they are nonetheless hoping it can turn into a golden goose — for this reason today’s trumpeting…
By aligning on a universal RCS profile, cellular operators will be equipped to deploy a consistent RCS implementation, characteristic set, and configuration. The Android RCS customer supplied by Google will be primarily based on the universal profile, enabling consumers to access RCS products and services on their units. Capabilities these kinds of as team chat, superior-res photo sharing, examine receipts, and more, will now come to be element of the operator messaging practical experience, enhancing the practical experience of above 4 billion SMS customers around the globe. GSMA RCS advanced contacting functions will also be supported in the future by Google.
The profile and customer will empower a consistent and interoperable messaging practical experience involving all Android units and across all operators around the globe, as nicely as ease interoperability screening involving networks and substantially cut down time to sector. The universal profile can be executed by other operating techniques and will be supported by a formal GSMA accreditation course of action. Google will also give an open source variation of the customer primarily based on the universal profile specification and will give developer APIs to enhance the RCS customer practical experience.
Matter is, carriers have been making an attempt and failing to get RCS to fly for years, but acquired bogged down in making an attempt to concur expectations for all the several functions. And when OTT messaging system Whatsapp, which is basically a bit younger than the RCS sector initiative, can boast of having one billion lively users now it is crystal clear who’s stolen the messaging momentum — and it is not the carriers. Apple has also managed to produce a extensively adopted SMS different (iMessage) which, when not fantastic, is pretty usable and well used.
In the meantime the carriers are now only talking about setting up “a path” to a single billion customers for RCS (and a concentrate on of 4 billion+ SMS customers). Yet, as other individuals have observed, they are not breaking out any true active user stats for RCS.
1 billion is also an admission of failure if the original ambition was to establish the upcoming gen of SMS…
Today’s RCS announcement is clearly aimed at giving the impact of some uplift — with Google cast as the limelight-bringer. After all it is MWC16 and carriers want to be equipped to desire of golden gooses at their yearly Mediterranean confab.
“Operators have agreed to transition towards a frequent, universal profile primarily based on the GSMA’s RCS specifications and an Android RCS customer supplied by Google in collaboration with operators and OEMs,” the GSMA provider affiliation writes in the release, which lists 19 carriers by identify (and the GSMA) yet lacks some of the significant names (e.g. no AT&T and no Verizon, the father or mother of TechCrunch’s father or mother AOL).
In a assertion, Google’s Nick Fox, VP of communications goods at Google, provides: “Today marks an essential move forward in bringing a superior messaging practical experience for Android customers everywhere you go, and we’re thrilled to collaborate with our associates across the sector to make this materialize.”
Why has Google been persuaded to lend its brand name gloss to the carriers’ lame duck? We can but speculate that potentially it wanted to maintain the GSMA happy so it would sanction another Android-branded playground landing in the middle of MWC, as has been unveiled now — complete with a free of charge smoothie bar and Android pin badges that delegates can struggle above, as for every the final time Google’s Android branding took above MWC again in 2011…
Much more very seriously, Google agreeing to give an Android RCS customer does follow on from it acquiring RCS specialist Jibe Cellular again in September, when it said it would undertake the RCS conventional.
“SMS provider messaging is applied by billions of persons each day and permits persons to achieve everyone about the entire world, regardless of their device, provider, application or locale. The functions offered in SMS haven’t saved up with modern day messaging apps. Abundant Communications Expert services (RCS) is a new conventional for provider messaging and provides several of the functions that persons now count on from cellular messaging, these kinds of as team chats, superior res photographs and more,” claimed Google at the time of shopping for Jibe.
Also at the time of the Jibe acquisition, telecoms analyst Dean Bubley instructed Mountain View’s move was actually aimed at setting up its possess Android-to-Android iMessage competitor — a idea he’s nonetheless not ruling out, so potentially Google nonetheless has some hopes on that entrance.
Albeit, Bubley couches Google’s most up-to-date RCS pronouncement as “very lukewarm”, noting it has not specified the customer will be on all Android units, for illustration, even if what is clearly carrier-prepared PR talks about reaching “all Android devices” — which would encompasses an dreadful great deal of hardware these days, from phones to wise TVs, to smartwatches and more. (We’ve questioned Google for some clarity here and will update this write-up with any response).
There’s also no crystal clear timeframe on when Google will be offering the RCS customer. And without ubiquity it is likely to mean fragmentation retains RCS-run messaging apps from setting up the sought for mass messaging momentum via the system.
So individuals SMS “billions” Google seemed to be eyeing up final fall, with its Jibe acquisition freshly shut, aren’t potentially wanting so reachable to it now by way of the RCS route.
Even now, it is doable Google thinks it’s nonetheless really worth a punt on the tech to offer an iMessage different — if only for a sub-set of Android handsets.
The PR also notes that operators rolling out RCS can deploy their possess infrastructure or have “the choice to use the Jibe Platform from Google”, which it notes supports the universal RCS profile.
“The Jibe Platform consists of a hosted cloud for particular person operators to launch RCS products and services for all major cellular operating techniques and the Jibe Hub to interconnect operator RCS networks,” the release adds.
So Google at minimum gets the prospect to cosy up to a couple of individuals shown carriers — and maybe any resulting relationships could be useful to it for some of its other initiatives. After all, Google is basically rebranded Alphabet presently — and it has a small business device for just about each letter of the alphabet. And you can assurance that all its organizations enjoy the rewards of increasing connectivity.
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After Jibe Cellular Invest in, Google To Give Carriers With Android RCS Shopper
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