Mobilesquared's Chief Data Analyst, Gavin Patterson, previews data from the "Global RCS Forecasts 2018-2023 Databook" report, published November 2018. Presented at the UK RCS Workshop, 18th October 2018.

1. www.mobilesquared.co.uk
@mobilesquared
#UKRCSWorkshop
The future of business
messaging
Gavin
Pa@erson
Chief
Data
Analyst,
Mobilesquared

2. ENTERPRISE RESEARCH
- KEY FINDINGS
@mobilesquared
www.mobilesquared.co.uk

3. @mobilesquared
95%
38%
8%
8%
73%
45%
63%
13%
48%
48%
8%
38%
18%
38%
0%
5%
5%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
The
main
channels
used
to
communicate
with
customers
are:-­‐
1. Email
–
95%
2. Facebook
–
73%
3. Website
–
63%
4. Phone/
voice
–
48%
5. LinkedIn
–
48%
6. Twi@er
–
45%
7. SMS
–
38%
How
do
you
communicate
with
customers?
@mobilesquared
#UKRCSWorkshop

4. RCS:
impact
on
your
brand
comms
strategy
38%
25%
20%
18%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
It
would
be
a
natural
evolu_on
based
on
the
channels
we
use
today
We
are
heading
in
that
direc_on
already,
and
will
con_nue
to
do
so
It
would
be
a
massive
departure
for
us,
but
one
we
would
be
interested
in
taking
We
would
have
no
interest
in
adop_ng
RCS
Total
Small
Medium
Large
38%
of
enterprise
view
RCS
as
a
natural
evolu_on
25%
are
heading
towards
RCS
and
will
con_nue
to
do
so
20%
stated
RCS
would
represent
a
massive
change,
but
one
they
are
interested
in
18%
not
interested
in
RCS
63%
have
already
factored
RCS
into
their
future
comms
ac_vi_es
www.mobilesquared.co.uk
@mobilesquared
#UKRCSWorkshop

5. @mobilesquared
38%
25%
13%
38%
38%
25%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Drive
customer
engagement
Increase
customer
interac_on
Drive
sales
Support
customer
services
Deliver
an
overall
be@er
customer
experience
It's
just
another
channel
50%
of
enterprises
believe
RCS
will
be
more
effec_ve
than
some,
or
all,
of
exis_ng
channels
The
main
drivers
are
for:-­‐
• Customer
engagement
–
38%
• Customer
services
–
38%
• Customer
experience
–
38%
• Customer
interac_on
–
25%
• Sales
-­‐
13%
How
would
RCS
impact
your
marcomms
strategy?
@mobilesquared
#UKRCSWorkshop

6. @mobilesquared
36%
55%
36%
45%
36%
0%
10%
20%
30%
40%
50%
60%
Internal
communica_ons
Marke_ng
and
promo_ons
Company
alerts
(to
customers)
Company
updates
(to
customers)
Customer
support
14%
19%
32%
14%
19%
3%
0%
5%
10%
15%
20%
25%
30%
35%
Very
likely
Likely
Not
sure
Unlikely
Very
unlikely
We
would
start
with
humans
and
possibly
evolve
to
chatbots
www.mobilesquared.co.uk
Channel
Chatbots
How
would
you
use
RCS?

7. @mobilesquared
www.mobilesquared.co.uk
CONSUMER RESEARCH
- KEY FINDINGS

8. @mobilesquared
RCS,
together
with
SMS,
is
the
second
most
preferred
channel
aher
email
–
41%
73%
of
enterprise
use
Facebook
–
only
9%
of
consumers
want
to
be
contacted
over
Facebook
58%
31%
27%
16%
14%
9%
9%
8%
5%
2%
2%
0%
10%
20%
30%
40%
50%
60%
70%
Preferred
channel
to
be
contacted
by
a
brand?
@mobilesquared
#UKRCSWorkshop

9. @mobilesquared
11%
41%
6%
3%
39%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
I
would
use
just
RCS
It
would
depend
if
the
experience
was
be@er
than
the
branded
app
I
would
stop
using
some
branded
apps
and
use
both
apps
and
RCS
I
would
keep
using
branded
apps
instead
of
RCS
It
does
not
appeal
58%
of
consumers
would
use
RCS
instead
of,
or
as
well
as,
branded
apps
• Just
RCS
–
11%
• Depends
on
experience
–
41%
• Use
both
–
6%
How
would
you
use
RCS?
@mobilesquared
#UKRCSWorkshop

10. @mobilesquared
14%
0%
34%
23%
46%
51%
46%
0%
10%
20%
30%
40%
50%
60%
Receive
company
alert
Other
Reminders
Security
Use/
receive
a
promoCon
Redeem/
receive
a
voucher
Customer
service
Be
messaged
by
brand
Why
would
you
use
RCS?
Enterprise
would
use
RCS
for:
MarkeCng
&
promoCons
-­‐
55%
Reminders
&
updates
-­‐
45%
Customer
services
-­‐
36%
@mobilesquared
#UKRCSWorkshop

11. @mobilesquared
1%
13%
29%
39%
47%
63%
0%
10%
20%
30%
40%
50%
60%
70%
Receive
company
alert
Other
Reminders
Security
Use/
receive
a
promoCon
Redeem/
receive
a
voucher
Customer
service
Message
a
brand
Consumers
want
RCS
to
contact
a
brand
for
customer
service
issues
–
63%
Redeem
vouchers
–
47%
PromoCon
–
39%
Security
–
29%
Why
would
you
use
RCS?
@mobilesquared
#UKRCSWorkshop

12. 91%
89%
83%
92%
94%
“Now” is the new customer service target. Here’s the % of consumers
that give a brand 10 minutes or less to assist with:
On
average
90%
of
consumers
expect
their
issue
to
be
resolved
in
10
minutes
or
less
Resolving
an
issue
Making
a
purchase
Research
a
purchase
Store
locator
Changing
appointment
@mobilesquared
#UKRCSWorkshop
Role
of
the
chatbot

13. @mobilesquared
Source:
How
would
you
use
RCS;
research
by
Mobilesquared,
based
on
UK
mobile
users,
August
2018,
n
=
1600
How
much
cost
could
a
chatbot
cut
if
a
chatbot
could
cut
cost?
A
chatbot
could
cut
cost
by
99%
if
a
chatbot
could
cut
cost
@mobilesquared
#UKRCSWorkshop

14. RCS STATS
www.mobilesquared.co.uk

15. RCS
commercial
availability
in
UK
Launched
In
2019
Expected
by
end-­‐2018
UK
to
grow
from
one
to
mul_ple
launches
during
2018
Telefonica
or
EE
likely
to
be
next
Although
EE
maybe
concentrate
on
ABC
launch
And
Three
makes
four
www.mobilesquared.co.uk
#2
#3/
4

16. RCS
user
reach
in
UK
RCS
reach
equaled
just
1.1%
of
total
smartphones
in
2017
2018
–
rising
to
9.5%
2019
–
60.8%
2020
–
75%
2021
–
81.5%
2022
–
88.4%
2023
–
90.7%
0.5
5
9
13
16
20
21
-­‐
20
24
24
24
24
-­‐
5
10
15
20
25
30
35
40
45
50
2017e
2018e
2019e
2020e
2021e
2022e
2023e
Users
millions
Android
RCS
reach
Apple
RCS
reach
www.mobilesquared.co.uk
30
45

17. @mobilesquared
Who
will
use
RCS?
@mobilesquared
#UKRCSWorkshop

18. www.mobilesquared.co.uk
RCS
business
messaging
traffic
BRAND
X
STANDARD
MESSAGES
BRAND
X
BRAND-­‐INITIATED
SESSIONS
BRAND
X
CONSUMER-­‐INITIATED
SESSIONS
AVG
NO.
PER
RCS
USER
AVG
NO.
PER
RCS
USER
AVG
NO.
PER
RCS
USER
2019
2023
30.4mn
498.4mn
7.1
12.6
11.2
2019
2023
10.9mn
557.2mn
2019
2023
234k
313.2mn
2023
2023
2023

19. RCS
Business
Messaging
spend
(US$)
Average
spend
per
RCS
user
per
month
(US$)
2018
–
0.020
2019
–
0.055
2020
–
0.112
2021
–
0.221
2022
–
0.352
2023
–
0.477
www.mobilesquared.co.uk
-­‐
50
100
150
200
250
2018e
2019e
2020e
2021e
2022e
2023e
0.09
4
30
94
170
248
US$
millions
Actual
RBM
spend

20. RCS INDUSTRY
REPORT OUT NOW
THE ONLY REPORT TO GIVE YOU
COUNTRY-BY-COUNTRY RCS
DATA BY USERS/INCOME
www.mobilesquared.co.uk
RCS SUBSCRIPTION
SERVICE
UK RCS BRAND /
ENTERPRISE REPORT
RCS
industry
report
quarterly
updates
Latest
potenCal/actual
RCS
user
data
RCS
industry
developments
RCS
launches
/
announced
launches
RCS
quarterly
newsle^er
Detailed
analysis
of
consumer
/
enterprise
research
User
numbers
/
forecasts
InteracCon
stats
RCS
campaign
analysis