In today’s world, telecommunication technology is changing very fast, like mobile generation from 1G to 5G.
In the same way the old traditional communication channels are also upgraded or replaced with the new modern channels and RCS is one of the examples of it.
This advanced communication channel is the successor for the SMS services. It’s important to understand how RCS Vs SMS are different but still unique.
RCS Vs SMS: A Comprehensive Guide
RCS Vs SMS: The first SMS was introduced to this world in 1992. It was revolutionary at that time to connect people with each other via mobile devices after phone calls, email mails. People can send 160-character messages to each other’s mobile phones.
After that, in 2002 a new technology was introduced in telecommunication industries and that was MMS (MultiMedia Communication), an advanced version of SMS where people can send multimedia files like a video of forty seconds and an image or audio with the help of 2G networks.
In both communication channels SMS and MMS, both channels use the same protocol and transport method.
Also Read- Check how RCS is different from WhatsApp, SMS and Email
RCS Vs SMS: RCS is not a very new technology, it was first created by GSMA (GSM Association) in 2006, but Google played a major role in scaling it up by acquiring the Jibe Mobile which runs a global cloud-based infrastructure to support all the RCS messaging worldwide.
Messaging channels like RCS, WhatsApp, and FB Messenger are IP-based platforms. These types of messaging apps are based on OTT (over-the-top) platforms, but this technology is purely based on the mobile data network or internet connections.
Let’s understand the Journey of RCS and SMS. How is RCS vs SMS different?
What is RCS and the Journeys of an RCS?
As we talked about RCS, it is a successor of SMS messages where SMS and MMS have some limitations. In RCS we are getting a mix of SMS and MMS with more additional features.
Apart from sending images and videos, users can send the live location, type, notification, read receipts, and time stamp on the messages like advance features. For using this service RCS user’s mobile phone should have an RCS-enabled mobile device with an internet connection.
Like other OTT apps like WhatsApp, and Facebook Messenger, RCS used the internet.
Slowly and gradually businesses are opting the RCS services for sending the RCS campaigns so that users can engage more with the business.
RCS message open rates, clicks, and conversion rates are higher than SMS.
Journeys of an RCS messages
When you use RCS chats by Google, messages are sent and received through Google’s RCS backend over the internet. Messages can either be delivered to or received from users on other RCS service providers.
If RCS chats are provided by Google, but your recipient’s RCS service is with another provider, your messages are routed through Google’s RCS backend and then routed to your recipient’s RCS backend.
Delivery of SMS and MMS messages, which are always sent through your carrier, won’t change as part of your use of RCS chats.”- Source Google’s page.
Key Features of RCS
1- The companies can send personalized RCS messages to their customers based on their buying habits, location, budget, interaction, and interest. Customers can start the engagement with the message and can connect with the brands in real-time. Purchasing through RCS messages gives a new shopping experience to the customer.
2- People can easily communicate with the brands and share the images with them. take a use case, a customer ordered the food from any online food delivery platform who are using the RCS services. During the delivery customer received spoiled food, so in this case customers can connect with the brand and share the images of delivered food on the RCS without using any other application.
3- In RCS messages users can see the read receipts, message typing status, time stamp, location and images/video sharing at the same time with the help of wifi or mobile data without installing any 3rd party mobile application.
In a nutshell, RCS is a modern age channel that has high potential in the world of Smartphones (Android). Customers today are more Technology savvy than ever.
Brands need to connect with their customers where they are. RCS has a decent user base and the brand can get a better ROI from this engagement channel. Although there is a huge difference between RCS vs SMS but the brand can’t ignore any of this as the customer has his own preferences.
What is SMS and the Journeys of SMS?
Now Let’s understand, what is SMS?
SMS, it’s a short form of Short Message Service. It’s a communication channel where two people can communicate with each other by sending a short message to each other’s mobile number.
An SMS uses a set of rules to send the message from one device to another device. A minimum length of SMS is 160 characters but it breaks into the parts if character limits are crossed.
Journeys of SMS Messages
SMS works with the cellular network of any generation. It does not require any internet data to send the message to another person.
Sending an SMS is very convenient for any age group person. From the earlier stage of mobile industries becoming a very strong and popular channel, almost every brand uses bulk SMS service for promotional and transitional uses.
How SMS works, let’s have a look
1- The sender creates a message on the mobile phone and sends it to the receiver’s mobile number then the same message is transmitted to the nearest cell tower of the sender.
2- Once a sender message is transmitted to the cell tower, the tower passes this message to SMSC (Short Message Service Centre).
3- SMSC checks the recipient mobile details and identifies the network and passes the message to the recipient’s SMSC.
4- The recipient’s SMSC stores the message temporarily until it’s not delivered to the end user.
5- Once the recipient’s mobile is connected to the network SMSC transmits the message to the mobile number and gives a notification to the recipient.
6- There is also a feature that the sender can receive a notification of delivered or failed message following the same route.
Limitation with RCS Vs SMS
1- A single SMS has 160 characters, which makes it a limitation to draft a SMS template with required information.
Also, any brand is not able to offer Call to action features in the SMS.
For Example, If a company has launched its new product and wants to tell the features of the products via SMS marketing, in that face the company will face the character limitation. Hence they can divide that product features into multiple messages but it will double the cost of the campaign.
2- In some countries, companies require a consistent customer to send any SMS on his/her number. If any customer has opted-in the SMS for any services then companies will be able to send any SMS messages to his/her registered number.
For Example: In BFSI industries if any customer registers his mobile number then he/she will be able to receive any SMS from the service provider.
3- These days customers are getting many spam messages or fishing messages and putting customer data at risk. In the absence of best practices by companies and less awareness of customers can face challenges.
4- SMS is a very powerful channel till new OTT apps do not enter in the telecommunication industry companies are sending promotional or translation messages to the customer but it’s not possible every time that SMS gets good open rates, click rates of that SMS.
5- In SMS marketing companies used the same templates with basic details. In that case the user also got confused which message came from which source. There are not any options where brands can engage with customers in some other manner on the SMS.
6- Every single person is using a mobile phone, so company reachability also increases among the customers, but it does not mean all user numbers are also reachable at the time, some user change their number and do not update on the websites, and number not reachable is also a major problem, typo error while user providing wrong digit on the website.
RCS is currently live with Android phones but Apple has announced that the iPhone would support the Rich Communication Services later in 2024.
This will be a game changer as Brands can reach out to their Potential and loyal user base using RCS. Marketing Automation platforms can soon add RCS with the customer journey’s where brands can expect better engagement.
Do you really want to know more about RCS Vs SMS or any other cross-engagement channel, Let’s connect.
At EnR Cloud, We can assist you with Technology, Onboarding/Implementation Services, and execution services.
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Amit Bhateja is the co-founder of enrcloud and helping brands and Unicorns from the last 15+ years and overachieve their Engagement and Retention goals. He is passionate about solving customer problems with modern technology, new age solutions, and consultancy approach. Besides Building ENR, He enjoys reading books, spending time with his family and Teammates, traveling, meeting new people, learning new things, and love to close the business deals.
