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In this article at Cellular Globe Congress 2016, the once-a-year Barcelona-based flesh-pressing of the telco business, Google and a bunch of carriers have put out a press release talking up how they are apparently ‘aligning’ to try to travel adoption of RCS.
Aka the Rich Communications Providers interoperable messaging standard that carriers have been striving to force for several years.
Carriers’ goal with RCS (previously referred to as Joyn) was to test to evolve SMS with a new conventional that baked in richer characteristics, this kind of as instant messaging, group chats, file sharing and so on i.e. the kinds of characteristics now routinely discovered in over-the-leading messaging apps like Whatsapp and Fb Messenger. So genuinely that ship has sailed, and the latter apps are continuing to pull people away from SMS, diminishing the old carrier funds-cow even more.
Rather of a new funds-cow carriers have only a lame duck choice in RCS. And but they are continue to hoping it can turn into a golden goose — as a result today’s trumpeting…
By aligning on a universal RCS profile, cellular operators will be in a position to deploy a regular RCS implementation, attribute established, and configuration. The Android RCS consumer offered by Google will be based on the universal profile, enabling individuals to obtain RCS services on their gadgets. Attributes this kind of as group chat, significant-res photo sharing, examine receipts, and more, will now become element of the operator messaging expertise, improving the expertise of over four billion SMS people all over the world. GSMA RCS innovative contacting characteristics will also be supported in the upcoming by Google.
The profile and consumer will enable a regular and interoperable messaging expertise amongst all Android gadgets and across all operators all over the world, as well as ease interoperability tests amongst networks and drastically lower time to sector. The universal profile can be carried out by other functioning devices and will be supported by a formal GSMA accreditation method. Google will also provide an open supply variation of the consumer based on the universal profile specification and will provide developer APIs to enhance the RCS consumer expertise.
Thing is, carriers have been striving and failing to get RCS to fly for several years, but obtained bogged down in striving to concur specifications for all the numerous characteristics. And when OTT messaging platform Whatsapp, which is in fact a bit younger than the RCS business initiative, can boast of having one billion lively users now it is very clear who’s stolen the messaging momentum — and it is not the carriers. Apple has also managed to provide a extensively adopted SMS choice (iMessage) which, when not ideal, is pretty usable and well used.
Meanwhile the carriers are now only talking about building “a path” to a person billion people for RCS (and a goal of 4 billion+ SMS people). Nevertheless, as many others have pointed out, they are not breaking out any precise active user stats for RCS.
One particular billion is also an admission of failure if the primary ambition was to make the future gen of SMS…
Today’s RCS announcement is plainly aimed at giving the effect of some uplift — with Google solid as the limelight-bringer. Just after all it is MWC16 and carriers want to be in a position to desire of golden gooses at their once-a-year Mediterranean confab.
“Operators have agreed to changeover towards a typical, universal profile based on the GSMA’s RCS specifications and an Android RCS consumer offered by Google in collaboration with operators and OEMs,” the GSMA carrier association writes in the launch, which lists 19 carriers by identify (and the GSMA) yet lacks some of the major 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 merchandise at Google, provides: “Today marks an vital phase ahead in bringing a improved messaging expertise for Android people almost everywhere, and we’re thrilled to collaborate with our companions across the business to make this happen.”
Why has Google been persuaded to lend its model gloss to the carriers’ lame duck? We can but speculate that maybe it preferred to hold the GSMA happy so it would sanction another Android-branded playground landing in the center of MWC, as has been unveiled nowadays — finish with a absolutely free smoothie bar and Android pin badges that delegates can struggle over, as for every the past time Google’s Android branding took over MWC again in 2011…
Far more significantly, Google agreeing to provide an Android RCS consumer does follow on from it acquiring RCS specialist Jibe Cellular again in September, when it said it would undertake the RCS conventional.
“SMS carrier messaging is used by billions of people today just about every working day and permits people today to achieve anyone all-around the environment, no matter of their unit, carrier, app or place. The characteristics accessible in SMS haven’t held up with fashionable messaging apps. Rich Communications Providers (RCS) is a new conventional for carrier messaging and provides several of the characteristics that people today now assume from cellular messaging, this kind of as group chats, significant res images and more,” claimed Google at the time of buying Jibe.
Also at the time of the Jibe acquisition, telecoms analyst Dean Bubley advised Mountain View’s move was actually aimed at building its own Android-to-Android iMessage competitor — a theory he’s continue to not ruling out, so maybe Google continue to has some hopes on that front.
Albeit, Bubley couches Google’s latest RCS pronouncement as “very lukewarm”, noting it has not specified the consumer will be on all Android gadgets, for illustration, even if what is clearly carrier-prepared PR talks about reaching “all Android devices” — which would encompasses an dreadful whole lot of hardware these days, from telephones to clever TVs, to smartwatches and more. (We’ve requested Google for some clarity here and will update this post with any response).
There’s also no very clear timeframe on when Google will be delivering the RCS consumer. And without the need of ubiquity it is likely to mean fragmentation keeps RCS-driven messaging apps from building the sought for mass messaging momentum via the platform.
So all those SMS “billions” Google appeared to be eyeing up past tumble, with its Jibe acquisition freshly closed, aren’t maybe seeking so reachable to it now via the RCS route.
However, it is feasible Google thinks it’s continue to value a punt on the tech to offer an iMessage choice — if only for a sub-established of Android handsets.
The PR also notes that operators rolling out RCS can deploy their own infrastructure or have “the alternative to use the Jibe System from Google”, which it notes supports the universal RCS profile.
“The Jibe System includes a hosted cloud for person operators to launch RCS services for all main cellular functioning devices and the Jibe Hub to interconnect operator RCS networks,” the release adds.
So Google at least will get the probability to cosy up to a several of all those outlined carriers — and maybe any resulting relationships could be useful to it for some of its other initiatives. Just after all, Google is in fact rebranded Alphabet nowadays — and it has a business enterprise device for just about just about every letter of the alphabet. And you can warranty that all its enterprises enjoy the benefits of increasing connectivity.
Examine Far more In this article
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Just after Jibe Cellular Get, Google To Offer Carriers With Android RCS Customer
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