RCS offers enterprises an alternative to BYOD

RCS offers an alternative to BYOD because enterprises can allow employees to customize their mobile experience on corporate-liable devices, while maintaining a corporate dashboard to monitor and control business communications and applications, according to market research firm Mind Commerce.

RCS is a mobile platform that combines voice and short messaging service (SMS) with instant messaging (IM) or chat, live video sharing and file transfer across various devices and networks.

While mobile operators are continuing to work on RCS initiatives, they are not expected to gain traction until after 2018, according to Juniper Research.

In addition, Juniper Research predicts that IM will account for 75 percent of mobile messaging traffic, or 63 trillion messages, by 2018, but IM apps will only generate 2 percent of the revenues, or $3 billion, by then, predicts Juniper Research.

High IM traffic are the result of usage patterns that are different from SMS. Users send up to 10 IMs to convey a message that could be conveyed with one SMS. Also, stickers, emoticons, images and group conversations add significantly to IM traffic, and younger users typically install multiple IM apps, according to Juniper.

"Adoption of IM apps has rapidly accelerated over the past 18 months, something which has led Juniper to revise upwards our forecast for the volume of IM traffic," says Juniper analyst Sian Rowlands.

At the same time, IM apps are having difficulty generating revenues. IM apps are taking different approaches to generating revenue, some use in-app purchases and games, others use advertising or subscriptions, Rowlands adds.

For more:
- see the Juniper release
- check out Mind Commerce's RCS report summary

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