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Upstream | RCS Evolving into Next-Generation Marketing Channel for MNOs and Advertisers, Reveals Upstream Report

Rich cellular messaging permits Mobile Operators and advertisers to have interaction shoppers with tailor-made, media-rich interactions that may be measured and optimised for max conversion

MNOs uniquely positioned to faucet into RCS potential

RCS Performance Stats

RCS Performance Stats

London, Rio de Janeiro, Athens, May 19, 2022 – RCS (Rich Communication Services) messaging is predicted to account for a rising proportion of world cellular operator income and turn into an important channel for advertisers as they search to boost direct-to-consumer interactions and develop their first-party databases. That’s in line with a brand new white paper, “Unlocking multi-channel marketing with RCS”, printed by cellular advertising and marketing automation consultants, Upstream, which explores wealthy cellular messaging’s emergence as an important a part of the digital advertising and marketing combine.

RCS messaging permits MNOs and advertisers to create extremely focused media-rich messages that may be closely personalised to have interaction and convert customers. Performance metrics, together with open-rates and message interactions, can be used to assist advertisers optimize their content material for max affect.

“Audiences today are very fragmented and have come to expect personalized communication. There is currently no single communication channel that fulfils all of these needs effectively, so marketers have had to adapt to using a blend of different channels to maximize engagement. RCS brings unique value to any multi-channel mix, combining the rich media capabilities of digital channels with the hyper-personalized engagement of the SMS world. The marketing use cases for the channel can only be limited by imagination,” stated Kostas Kastanis, Upstream’s Deputy CEO.

Upstream’s information means that RCS is already turning into an important software in serving to advertisers join with customers on a private stage, showcasing click-through charges (CTR) as excessive as 22.2%[1] and a 37% rise in conversion charges[2] over conventional SMS in a collection of campaigns run throughout industries.

Since 2020[3] and its world roll-out from the Google Messages app, RCS has been gaining important traction and the variety of RCS-capable subscribers is predicted to achieve 3.eight billion by 2026[4].

This rising development towards wealthy cellular messaging comes as third-party cookies, as soon as the cornerstone of digital advertising and marketing, are to be retired completely. Advertisers that may not faucet into third-party cookies as a method of reaching vast audiences with broad however usually superficial advertising and marketing campaigns will as a substitute flip their consideration to creating participating and extremely personalised experiences to develop their first-party buyer base.

Being appropriate with the MSISDN (Mobile Subscriber Integrated Services Digital Number), the distinctive cellular variety of every person, RCS permits cellular operators to confirm the id of the subscribers, making it simpler to offer focused and personalised messaging. Global MNO income from RCS is predicted to achieve $4.6 billion in 2026[5].

Kastanis, concludes: “It is time for mobile operators to capitalize on the developments in the digital advertising ecosystem and take a leading role in it. They are uniquely positioned to do so through their millions-strong subscriber-base and “owned” channels equivalent to RCS and SMS. Using expertise platforms that permit them to run multichannel campaigns successfully – and by the numbers – is a step in direction of this purpose, and can assist revenues soar within the coming years”.

Upstream is considered one of Google’s official messaging companions enabling RCS, and is acknowledged as one of many key gamers within the RCS ecosystem by the GSMA[6]. In Brazil, one of many main RCS markets globally, Upstream is the most important RCS sender.

[1] Upstream martech platform information. Grow, Campaign for Food retailer, Web site visitors enhance
[2] Upstream martech platform information. Grow, Campaign for MNO, Pay plan migrations/upgrades
[3] Techradar, “Google releases RCS messaging globally”, November 2020
[4] Juniper, “RCS vs OTT: why 2022 is a crucial year”, February 2022
[5] Juniper, “RCS vs OTT: why 2022 is a crucial year”, February 2022
[6] GSMA Future Networks, “The RCS Ecosystem”, Accessed 20.4.2022


About Upstream
Upstream is a number one expertise firm within the subject of cellular advertising and marketing in a very powerful rising markets on the planet. Its cellular advertising and marketing automation platform, Grow, distinctive in its variety, combines improvements in advertising and marketing automation and information, safety from internet advertising fraud, and multi-channel digital communication geared toward creating personalised experiences for finish shoppers. With greater than 4,000 profitable cellular advertising and marketing campaigns, the Upstream group helps its prospects, main manufacturers world wide, talk extra successfully with their prospects, enhance digital gross sales and increase their income. Upstream options are geared toward 1.2 billion shoppers in additional than 45 international locations in Latin America, Africa, the Middle East and Southeast Asia.

For extra info please contact:
Chevaan Seresinhe
Sonus PR for Upstream
P: +44 20 3751 0330

Sofia Marinou
Upstream Corporate Communications
P: +30210 6618532

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