Tuesday, July 23, 2024
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    Apple support for RCS “could grow MNO rich business messaging revenues by 500% in two years”

    Global operator revenue from RCS business messaging traffic will grow from $1.3bn in 2023, to $8bn in 2025 – a massive 500% rise that will largely driven by Apple’s support of RCS technology from late 2024, believes Juniper Research.

    Find out more about the new report, Global A2P Messaging Market 2024-2028, or download a free sample.

    Apple to drive RBM active user growth

    Apple’s entrance into the market, with support over iOS devices, will grow the number of active users by 900 million over the next two years; reaching 2.1 billion active users globally. The report predicted this will increase the value proposition of RBM (RCS Business Messaging) amongst enterprises.

    In turn, this will encourage more operators to roll out the technology over their networks, attracted by the significant growth in RBM termination revenue, believe Juniper analysts.

    RBM will combat threats from OTT messaging apps

    Additionally, the research anticipated RCS will become a key technology for operators in the business messaging ecosystem, given the high levels of fraud affecting the SMS business messaging sector.

    It predicted that the launch of RCS will enable operators to retain business messaging traffic over telecoms networks, as SMS adoption slows, and OTT business messaging channels continue to experience significant growth.

    Research author Molly Gatford notes: “For the first time, the value of SMS is being questioned by enterprises. Operators must act quickly if SMS fraud and high prices cannot be resolved. Apple’s introduction raises the profile of RCS, a technology that has historically been hindered by a lack of support and can become a substitute for SMS business messaging traffic.”

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