Having long promised to enable operators and brands to increase subscriber engagement and create new revenue streams in an increasingly media-rich communications market, rich communications services (RCS) look set to make good on their promise and divert billions of dollars from digital banner advertising to mobile operator-led RCS campaigns over the coming years, according to the findings of a report by business messaging intelligence firm Mobilesquared.
The report, RCS: The game changer the industry has been waiting for, published in association with Out There Media, highlights the comparative potential return on investment achieved by RCS and current digital banner advertising.
The analyst calculates that for every $1m invested, just 0.1%, derives value for brands. By contrast, the report suggests that brands’ RCS spend will be worth more than $52.2bn by 2028, with mobile operators able to claim a significant portion of this revenue.
Moreover, it says that if brands