New Research Reveals Brands That Don’t Use Rich Communication Services (RCS) Risk Missing Massive Customer Experience Opportunity

Press release – March 7, 2018

Study by OpenMarket and the GSMA Finds Consumers Worldwide are Overwhelmingly Eager to Engage with Brands via Next-Generation Text Messaging

OpenMarket, a global leader in mobile messaging and the GSMA, the trade association for the mobile operator community, has released its 2018 RCS Business Messaging Research Study, proving the massive market appeal of Rich Communications Services (RCS). The comprehensive survey of 2,015 consumers in the United States, United Kingdom, Mexico and South Korea revealed that nearly 70% of people are more likely to communicate with a brand that uses RCS.

The research, conducted to gain a deeper understanding of which aspects of RCS Business Messaging excite consumers the most, also found that nearly 80 percent of them think RCS is appealing —proving that RCS is an unparalleled engagement opportunity for businesses worldwide.

RCS is perfectly positioned to build on the success of SMS while delivering the additional functionality the majority (61%) of consumers wish SMS currently had. Commonly referred to as next-gen text messaging, RCS mirrors an app-like experience, with enriched features like group chat, dynamic media content and suggested action buttons, all within the SMS inbox. 62% of consumers open an SMS as soon as it’s been delivered and 68% check for new SMS messages throughout the day.

“Consumers are no longer tolerating subpar service from companies they do business with,” said Greg Hoy, Director of Product Management, RCS Messaging at OpenMarket. “RCS is a direct cry for brands to actively engage with consumers on the platform they prefer most—mobile messaging. This study further validates the market impact of RCS on business-to-consumer engagement. Its rich interactive features and ability to provide businesses with critical data like read receipts that optimizes the customer journey, will forever transform how brands communicate with their customers.”

“This is an exciting time for the global RCS community,” said Henry Calvert, Head of Future Networks, GSMA. “In the space of a year, operator RCS launches have almost doubled, sparking a rapidly growing base of global users, with reach in Europe and in the Americas. With this, RCS Business Messaging is being rapidly adopted by leading global brands who see the opportunities to have a richer experience with consumers, giving better engagement outcomes.”

Additional key RCS consumer preferences revealed in the study include:

  • A significant proportion of consumers like the convenience of having RCS built directly into an RCS-enabled phone.
  • 59% of respondents would prefer to have their brand-to-consumer communications through RCS versus additional downloadable apps.
  • Around 60% of consumers want to connect on mobile with friends, family, and brands as richly as possible.
  • 55% want company promotions and adverts to be as visual and engaging as possible.

GSMA Intelligence (GSMAi) reports that as of January 2018, there were 159 million monthly active RCS users around the globe, served by 50 mobile operators. GSMAi also estimates that by Q1 2019 there will be c. 1.05 billion monthly active users, served by over 200 mobile operators. This implies that over 2018, there will be an increase of c. 890 million monthly active users and RCS launches from c. 150 mobile operators.

Download the 2018 RCS Business Messaging Research Study here.

For more information on OpenMarket’s RCS messaging solution, visit or contact us directly.

About OpenMarket
OpenMarket helps the biggest brands in the world use mobile messaging to connect with their customers in the moments that count. When they need to be there and be responsive in real-time. When customer experience isn’t just a buzzword: it’s an obsession. OpenMarket combines a powerful, scalable and reliable platform with a deep understanding of how text messaging can transform business processes. It works closely with clients to deliver timely, useful and context-sensitive mobile messaging that surprises and delights their customers around the world at massive scale. OpenMarket calls this the Empathetic Interaction™ and its changing the way enterprises engage with their customers. With trusted relationships with mobile operators across the globe, OpenMarket offers faster time to market, and ongoing support for its enterprise customers. OpenMarket is an Amdocs company and is headquartered in Seattle, Washington, with regional offices in Detroit, London, Sydney, Pune, and Guadalajara.


Media Contacts:
Kristin Sandberg
Barokas PR for OpenMarket

Will Bleeker
Account Director at H+K Strategies
+44 207 973 5977