According to reports from Light Reading, rich communications services (RCS) technology first appeared more than a decade ago, when the GSMA marketed it through the "Joyn" brand. The GSMA hopes that telecom operators around the world will be able to use RCS to create a variety of interoperable multimedia messaging capabilities, similar to Facebook's WhatsApp – essentially an enhanced standard for plain text SMS messaging.
So far, this has not happened as expected by the GSMA. But either way, many companies — from Syniverse to Verizon, from Google to Apple — continue to discuss the topic.
Google executive Hiroshi Lockheimer tweeted this week: "We are happy to work with Apple to make RCS interoperability a reality." Hiroshi Lockheimer is the senior vice president of Google Platforms and Ecosystems, responsible for the company's Android smartphone ecosystem.
In a series of messages, Hiroshi Lockheimer is essentially pleading with Apple to support the RCS standard in its iMessage service. "Supporting RCS will improve the experience for both iOS and Android users. Yes, RCS will also improve the experience and privacy protection for iOS users. He wrote. By not integrating RCS, Apple not only hindered the development of the industry, but also affected the user experience of Android users as well as their own customers. ”
Apple's iMessage is the default messaging app in its iPhone, and the company distinguishes between users by using blue and green dialog boxes respectively whether they are sending iMessage messages or SMS messages.
Hiroshi Lockheimer argues that Apple's approach to iMessage is the equivalent of "peer pressure and bullying."
Apple is considering porting iMessage to Android
Hiroshi Lockheimer's statement follows a lengthy report in the Wall Street Journal about Apple's use of growth in IMessage among U.S. teens and young adults. The report cites data from Consumer Intelligence Research Partners Globally showing that about 40 percent of Americans use an iPhone, but among users aged 18-24, that number has soared to 70 percent. Apple's iMessage is a major attraction, according to the report.
Pictured: Apple iMessage app showcase.
According to documents released alongside the lawsuit between Epic Games and Apple, the iPhone maker considered offering the iMessage app on Android in 2013, when rumors were that Google was interested in acquiring instant messaging service WhatsApp. However, Apple executives, including Phil Schiller, opposed the move. "Porting iMessage to the Android platform does more harm than good for us." Phil Schiller wrote in an email.
"Apple's iMessage lock is a strategy on record." Google Hiroshi Lockheimer said this week.
Still, Apple seems content to maintain its iMessage strategy. In a statement to the Wall Street Journal, the company said: "With iMessage, we have created a premium service that is loved by users, unlike the services offered by other platforms." ”
Facebook eventually acquired WhatsApp in 2014.
Google takes action against other app stores
It's worth noting that Google has a mixed track record of RCS and lock-in strategies.
First, as Ars Technica's Ron Amadeo noted on Twitter, Google has launched 13 standalone messaging apps since iMessage launched in 2011. Most of them have stopped service.
Second, Google has been working to prevent smartphone makers and wireless network operators from launching their own Android app stores. Epic Games' lawsuit with Apple also shows that since 2009, Google has offered wireless network operators 20-25 percent of the fees it charges from Android app sales to prevent them from launching their own app store.
Verizon is preparing to launch RCS
Still, given that Verizon seems poised to launch some sort of RCS service in 2022, the discussion about RCS is noteworthy. When announcing a new partnership with Google last year, the company said, "Starting next year, it will expand its premium messaging service to Android users in the U.S. through the Messages by Google app." The service is based on the RCS standard. ”
Pictured: Messages by Google app showcase.
Last November, RCS platform vendor Synchronoss Technologies confirmed that the company signed a new RCS agreement with Verizon in the third quarter of 2021. "We are now working closely with Verizon to launch their RCS messaging extension." Synchronoss' Todd Kehrli said on the company's quarterly conference call.
Synchronoss is a vendor of cross-carrier messaging programs (CCMI) launched by Verizon, AT&T, T-Mobile, and Sprint in 2019. The program is designed to introduce RCS to the U.S. market. However, the project broke down in 2021, although companies involved in the project said they would continue to support the RCS standard.
"We remain confident that as more operators and brands understand the many benefits of RCS, our messaging platform will be used in the U.S. and globally." Synchronoss CEO Jeff Miller said in August 2021. Not long ago, Verizon announced its partnership with Google on RCS.
Synchronoss has helped most of Japan's major wireless network operators provide RCS services, and there are currently about 25 million RCS service users in Japan.
Doubts about RCS continue
While Verizon, Google, and others are all taking action against RCS, some analysts believe that RCS will still be a topic of discussion, nothing more.
"There is little consumer interest in RCS." Disruptive Wireless analyst Dean BubleyLinkedIn wrote in response to Hiroshi Lockheimer's comments. "The mobile industry (and Google) doesn't realize that universality is won (through product appeal), not mandatory. RCS will never be as ubiquitous as SMS (or browsers). ”
He also believes that Google is more interested in using RCS as an advertising and marketing channel than a new way to connect mobile users.
In fact, Verizon hinted at this type of service in its RCS partnership announcement with Google last year. "Businesses will also be able to establish and manage messaging to reach customers more effectively. RCS will make it easy for Verizon's Android users to connect with businesses to purchase products, make reservations, ask questions, and more. The company wrote. (C114 Ace)