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Market Opportunity: Rich Communications Suite (RCS)

by anonymous

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Rich Communication Services (RCS) originally marketed by GSMA marks the transition of messaging and voice capabilities from Circuit Switched technology to an all-IP world. RCS and Voice over LTE (VoLTE) share the same IP Multimedia Subsystem (IMS) investment and leverage the same IMS capabilities.

For consumers, RCS has the potential to combine voice and SMS with instant messaging or chat, live video sharing and file transfer across all devices and networks. For enterprise customers, RCS represents an attractive alternative to the potential free-for-all with Bring Your Own Device (BYOD) as the corporate entity can employ a Corporate Owned and Personally Enabled (COPE) strategy to allow personalization while maintaining their own Corporate Dashboard for their company communications and applications.

The core feature/functionality of RCS is as follows:

Enhanced Phonebook: service capabilities and enhanced contacts information such as presence and service discovery.
Enhanced Messaging: enables a large variety of messaging options including chat, emoticons, location share and file sharing.
Enriched Calls: enables multimedia content sharing during a voice call, video call and video sharing

This research evaluates RCS capabilities and market prospects within the context of market drivers for mobile networks operators, which is primarily the critical need to develop and deploy value-added services (VAS) on top of basic services such as Voice over LTE (VoLTE). This report analyzes RCS core and future feature/functionality and evaluates RCS use cases and value proposition.

The report also discusses the role and importance of third-parties including the implementation of various API relationships. The report additionally , and supporting applications enablers such as presence detection and location determination capabilities.

Key Findings:

RCS will utilize API connections with a variety of third parties to support core features/functionality as well as next generation applications
RCS will enable the implementation and customization of a so-called Corporate Dashboard for enterprise communications and applications
RCS is a critical value-added service (VAS) for mobile network operators to deal with the onslaught of so called over-the-top (OTT) applications
RCS will leverage presence and location to enable Dynamic Address Book (DAB) for a more pleasant and/or productive communications experience
RCS will leverage location, social, and mobile to enable comparative shopping, reference selling, and offers to make buying in the retail store more engaging and rewarding.

Target Audience:

Mobile network operators
Value-added service providers
Wireless device manufacturers
Telecom infrastructure providers
API providers and management companies
Content providers and commerce companies
LTE and IP Multimedia Subsystem integrators

Table of Contents

Executive Summary 3
Introduction 4
Voice over LTE (VoLTE) 4
Rich Communications Service (RCS) 5
RCS Technical and Business Issues 6
Overview 6
RCS and IMS 7
RCS Use Cases 7
Core RCS Feature Functionality 9
Rich Calls 9
Rich Messaging 10
RCS and Video 10
Enhanced Address Book 11
Future RCS Functionality and Applications 12
RCS in Mobile Commerce 12
RCS and Cloud Storage/Access 15
RCS and LTE Direct 15
RCS Market Drivers 16
RCS vs. OTT Applications 17
No Cost and Low Cost VoIP 18
No Cost and Low Cost Texting 18
RCS and Enterprise Customers 18
RCS and Social 20
RCS as a Value-added Service (VAS) 21
RCS Industry Support 21
RCS and other VAS Enablers 22
Presence 22
Identity, Personal Data, and Preference Management 26
Telecom API and Management 28
Role and Importance of Telephony API 29
Summary and Recommendations 31
Appendix: NGN Technologies 33
Technical Overview of IMS and SDP 33
SDP Architecture 33
SDP and OSS/BSS 34
IP Multimedia Subsystem (IMS) 36
Technologies Supporting IMS 39
IMS and SIP 39

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