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Customer interactions have become a priority to businesses across various industries, specifically to consumers who own mobile devices. Throughout the recent years, businesses have been developing their own apps of their popular brands, pushing for an increase in their customer interactions. Yet, global computer magazine PC World reveals recent data on app downloads. In 2016, app downloads had reportedly decreased by 20%. Today on an average month, U.S. mobile users download practically zero apps.

Worry not, aside from this recent data, businesses have turned to messaging as an intriguing alternative to connect, engage and even transact with their customers. Options include interactions through SMS, MMS, and OTT, which can transform into the change of mobile messaging history, RCS (Rich Communication Services).


Audio, video, and other media content from OTT platforms joining forces with SMS and MMS capabilities creates the rich power messenger of RCS. Adoptions of RCS, such as in newer Samsung smartphones on the AT&T network, are looking for RCS to create the personal and interactive messaging between users by providing eye-catching features such as when a message is “read” or the pop-up indication of a current message being typed out.

Businesses can use these advantages in a style of RCS Business Messaging, where they can send their customers informational images and videos for quick service, as well, and send immediate responses to inquiries and provide interactive widgets for users. Since RCS is becoming the new standard for business to consumer communications, the GSMA, who represent the interests of mobile operators globally, is striving toward the full support of all carriers across the globe.

Brands Incorporating RCS For Their Apps

Though the use of apps has heavily decreased since 2016, they are still a necessity to shifting customer care strategies for businesses and their mobile users. Why should businesses stick to their apps as the only source of unique customer journeys when they can include the daily use of SMS and MMS messaging?

For example, a local theatre of a well-known cinema chain comes out with an app where customers can view the current show times of popular films and reserve tickets and seats for a specific date and time. Once tickets are purchased through the app, a confirmation text will be sent to the customer’s phone, thanking them for their purchase and including the image of the film they are set to view. They will also receive a text reminder on the day of the film. This text will include a link that takes the customer directly to their ticket in the app, ready for it to be scanned. Because of how easily apps and messaging can help one another, it makes sense to join them to create a strong gateway to provide fast and efficient customer service.

The rich capabilities of RCS in business-to-customer communications creates the evolution of genuine customer service. Brands that decide not to give up their apps and instead incorporate RCS with them can stay ahead in providing exceptions customer communication journeys and easy mobile transactions for customers.