How RCS Aims to Create “Coversational Commerce”

Rich Communication Services, or RCS, is a collaboration between mobile operators, device manufacturers and operating system makers which will essentially upgrade standard SMS text messaging, introducing a lot of the functionalities common in instant messaging apps like WhatsApp and Messenger. Within the initiative is a big opportunity for marketers says Howard Thompson, who handles RCS market development for O2 Telefónica. In this interview, Thompson talks through how a marketer might be able to use RCS, and discusses the main challenges facing the initiative. Filmed at NVF Roadmap in London.