Rob Malcolm, VP at CLX Communications, looks at what Google RCS Messaging means for brands

You’d be forgiven for thinking that the re-launch of the Nokia 3310 was the most significant announcement to come out of Mobile World Congress this year. However, while the world was obsessing about a handset from the past, Google was redefining the future, extending the reach of its Rich Communications Service (RCS) to brands and businesses.

Google first announced the launch of its RCS initiative for consumers last year and has since signed agreements with numerous operators and handset manufacturers to help make RCS a reality. However, this year its focus was on brands and businesses, launching an Early Access Program, designed to bring together selected brands such as Sky, Virgin Trains, and Subway, as well as messaging partners (including CLX), to test and evolve this exciting new messaging standard.

What’s the RCS

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