RCS on iOS: strategies for operators

09 April 2024 | Research

Ben Taylor

Strategy report | PPTX and PDF (11 slides) | Future Comms

"Operators should focus on factors that they can control, such as consumer awareness, rather than on Apple’s decisions."


Apple is adopting Rich Communication Services (RCS) into its iOS ecosystem, but the take-up of RCS on all operating systems will be limited by the lack of complete operator support and competition from third-party apps. Operators must drive consumer awareness of RCS and should apply a strategy that is tailored to their market type.

This report provides:

  • an outline of the challenges that operators face with the deployment of RCS on iOS, including how Apple’s decisions will affect the RCS market
  • details of the strategies for operators in:
    • markets where all operators offer RCS and the market opportunity is strong
    • markets where RCS-hesitant operators prevent country-wide availability
    • markets where one third-party communications app is near-ubiquitous, and therefore RCS will struggle to gain much traction.


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