RCS P2P – Capitalize on Services that Leverage Your Own Networks

Syniverse’s RCS Hub for P2P Interoperability brings value to RCS interworking.

Rich Communication Services (RCS) continues to expand its presence in the market as an industry-standard communication protocol that surpasses the basic functionality of SMS and pressures OTT (over-the-top) messaging players. But to compete with OTTs, operators need to join the revolution and offer enhanced native messaging experiences for their subscribers by implementing RCS solutions.

The road to rich business messaging runs through person-to-person (P2P) messaging. Syniverse’s RCS P2P product is ready to serve.

The ultimate goals of operators implementing RCS are to drive customer retention, reduce churn and increase ARPU by turning that investment into monetizable solutions that can be used to regain revenues lost to the OTT providers.

Through RCS, subscribers have access to a feature-rich text-message system that is the next stage in text messaging technology, supporting features like read-receipts, group chat, image sharing, video calls, and a never-ending supply of GIFs, emoticons, and animated features. All the incredible features available to OTT users, but unlike OTT apps, RCS is a native app to the handset and more easily accessible by the subscriber.

To ultimately develop RCS into a revenue generating service through rich business messaging, operators need to first enable their networks for P2P RCS. To successfully implement a P2P RCS network IMS network function along with ENUM capabilities needs to be implemented.

The attributes of RCS are not lost on brands looking for better ways of reaching their customers through new, high quality experiences. Traditional SMS has proven its success as a messaging channel for personalized, opportune, and meaningful engagements between the enterprise brands and their customers. The potential of increased revenues will continue to drive enterprises to expand their RCS capabilities to help further propel the success of their customer interaction marketing programs. The real question for operators, though, is how can they benefit in the long term from the take-up of RCS?

Syniverse’s RCS Hub for P2P interoperability was designed to ensure connectivity to all operators and non-operator affiliated RCS devices while offering a single point of access to reach all RCS enable devices globally with best in class routing, unmatched global reach, while laying the foundation for A2P and 5G messaging. And as a proven leader in many areas of messaging, Syniverse continues this dedication by handling over 15 billion North American RCS P2P transactions per month with access to over 200 countries and 85 MNOs.

For mobile operators looking to reap the benefits of RCS and the incremental revenue potential via the transaction of RCS business messages through the support of application to person (A2P), will find the benefit of investing time and resources into the support RCS P2P interconnectivity first will pay off in the long run.

As Director of IMS (IP Multimedia Subsystem) Services, Brian oversees the IMS services and enabling technologies that reside on Syniverse’s IPX network – including VoLTE (Voice over LTE), VoWiFi (Voice over Wi-Fi), RCS (Rich Communications Services), video and routing. His career includes a long history in technology development and innovation, with over 10 years at Syniverse. Prior to taking on his latest role, in 2016, Brian served as Senior Technology Manager of Next-Generation Solutions and managed solutions for Syniverse’s IP Services Hub. Before those roles, he worked in Syniverse’s research and development groups, planning, building, and evangelizing new products and services. Since joining Syniverse in 2005, Brian has worked extensively with IMS and next-generation messaging, leading the technical aspects of the Fixed Mobile Convergence Alliance (FMCA) global presence and IMS trials. He also has been involved in RCS since 2009 and VoLTE since 2011, and has attended a number of industry conferences and work groups on these technologies. Brian holds an M.S. in computer science and a B.S. in biology from the University of Tennessee.

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