BREAKING NEWS: Google Announces They’ll Provide RCS Directly


Hello, everyone. Derek Johnson with Tatango.com. I have some breaking RCS news and that is
that Google, and I’m reading from the screen here, I’m gonna link to the article below
on “The Verge.” It’s a really comprehensive article what’s
going on. It says, “Google is finally taking charge
of the RCS rollout.” So this video is going to try to explain what
is going on here and what impact it has for text message marketers. So, first off, if you have an Android phone,
I’m gonna talk about the United States because that’s where I’m located, but it’s similar
in other countries. If you have an Android phone, this is a Samsung
device right now, most likely you don’t have access to RCS messaging. The reason is, most likely your wireless carrier
has not actually rolled it out to your phone yet. It’s taken a while. It’s a big project for the wireless carriers. So it’s been a while and Google has finally
said, “You know what, guys?” The carriers, “we got this for now, we’re
gonna roll it out.” So, what does that mean? So, at least, from the people I’m talking
to and what I’ve read in the articles is, so if you look at an Android phone here, you’ll
see you have the messaging at the bottom. It’s just a regular message like on the iPhone,
it’s just the green little button there. So, this is just the regular messaging button. So, this is not like a Google product, or
WhatsApp, or WeChat. This is like the default messaging app on
the phone. So, what’s gonna happen, according to the
article and according to the people I’m talking to. When you click Messages, if your wireless
carrier has not rolled out RCS to your wireless phone yet, what’s gonna happen is Google is
going to pop up something kind of in this area in your just regular text messages, and
it’s gonna say, “Do you want to opt in for RCS messaging?” Which essentially is like a better messaging
experience for the consumer. Most consumers, they really care about RCS
because they can text back and forth, it’s more like an over-the-top service like WhatsApp
or Facebook Messenger rather than kind of 160 character SMS that they’re used to. So, it will be an upgrade for most consumers. So, what will happen is, the consumer will
go in, they’ll agree to the terms and conditions, because it’s a Google product, and then they
will be opted in and the phone essentially will be activated for RCS messaging. So, as you can imagine, this is going to have
some consequences. So, first off, before I get to those, what
is interesting and what I’m being told is, based on the standard of RCS, when the carrier
actually activates RCS on their network, Google will then fall back to the carrier and allow
the carrier to manage the RCS, not Google. So, even on your phone, and again, this is
what I’m being told and the information is kind of coming out fast, but if you’ve opted
in to RCS through Google on your phone and then the carrier comes out and rolls out their
RCS to your phone, it essentially falls back to the carrier version. So, what is this going to have in terms of
an impact for text message marketers? Well, number one, it’s going to roll out or
give access to consumers way faster RCS messaging than previously thought. So, previously thought, we were waiting on
hundreds of wireless carriers across the world to each roll out RCS to each individual device. It was going to take a long time. Now, because Google is doing it, it’s going
to be a much shorter time. So, I think a lot of the estimates that have
been thrown around in terms of adoption rate of RCS are going to be thrown out the window
now because Google’s coming in and saying, “Hey, guys, we can do it much faster.” Now, this won’t be, again, carrier adoption
rate, this will be more consumer adoption rate through Google. Now, this, for text message marketers, will
be great because more people will have access quicker to RCS messaging, which is awesome
because RCS messaging has a lot of features and functionality that SMS and MMS don’t. So, really great news for text message marketers. Now, what will most likely happen is, Google
is putting pressure on the wireless carriers now by saying, “Hey, we’re gonna just roll
it out.” People I’ve been talking to, they’re saying
the carriers are going to take note and they’re going to rush out RCS I think even faster
than they were planning to because they don’t want Google controlling RCS, they want this
as their, you know, product, a carrier-led product. So, that’s kind of where things will happen. I think, from a consumer standpoint, it’s
going to be much faster adoption for RCS than thought before, because we don’t have to wait
for all the carriers, Google is gonna lead the charge, roll it out, and then as each
carrier, now, I think they’ll do it a little faster, rolls out their own RCS kind of installation
to each phone, then it will default back to the carrier solution. So, I think, all around, I think this is good
news for everybody. I think really, at the end of the day though,
it really comes down to how many of your SMS subscribers are RCS enabled, and I think this
is going to speed up that kind of adoption rate from a consumer standpoint. Let me know if you guys have any questions,
drop them below. I’m also gonna link to the article, it’s theverge.com
if you want to search for it, but I’ll link to it below. Again, if you have any questions. You think something different than maybe that
I had in the video, again, I’m just going off of what’s in the article and then talking
to people kind of in our industry. So obviously this situation is fluid, as they
say. So, again, my name is Derek Johnson with Tatango.com. Be sure you subscribe on YouTube, LinkedIn,
because we try to do these videos and push this information out to text message marketers
as soon as possible. Thanks, everyone.

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