Google’s early moves into RCS (Rich Communications Services) centre on the Android Messages app, and look to be distinctly marketer friendly.

RCS gives…

Google has been public about their RCS exploits for over a year already, having marked it out as an ‘upgrade for the default messaging experience for Android’. .

Gizmodo called RCS ‘the SMS standard on steroids’. Rather than the plain old text of SMS, RCS promises more useful and interactive messaging. It will include things like the ability to add animation, media, carousels and links.

Business bent

When Telstra became the first to bring an RCS-based messaging app to the Australian market, their focus was distinctly on consumer-to-consumer communications.

It comes as no surprise that Google’s approach to the platform focuses primarily on how it can serve businesses.

Google gets…

For Google, being close-to-best and close-to-first with RCS messaging is a strategic move. They’re helping carriers and partnering with device manufacturers to make Android Messages the default messaging app on new devices.  

If everyone starts using the default Android app, all the businesses will be ready to pay for the default Google Service, right?

So far, they claim 43 partners across the world, but none are Australian.

How eager are you to be able to upgrade from SMS messaging to RCS?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.