Like a lot of people, I was surprised past times Google's acquisition of RCS specialist Jibe Mobile yesterday. Lots of theories were advanced on Twitter as well as blogs nigh this terminal night:
Forget telcos, the GSMA as well as 3GPP. Google buying Jibe Mobile isn't nigh carriers at all. They're a sideshow, or mayhap "useful idiots" inward this scenario.
Google (I think) has 3 competitors inward mind: Mostly Apple, but likewise Microsoft as well as Twilio.
First, let's pace back. There are diverse uses for "messaging" apps on smartphones:
But correct at the bottom of the listing is basic P2P messaging. Traditionally the abode of SMS (& MMS). It's been cannibalised inward a lot of places past times WhatsApp or unopen equivalents, although inward places amongst flat-rate charging for SMS it's been to a greater extent than robust. But in that location is i of import other actor here: Apple iMessage, which gives an SMS-integrated sense built into iOS. iMessage is a well-designed, moderately "enhanced" version of SMS that is free betwixt Apple users as well as has to a greater extent than or less ameliorate features (delivery uncovering & typing-awareness) than ordinary SMS whilst having a near-identical UI.
While Apple doesn't monetise iMessage, it makes usng iPhones a chip nicer. It does what the telecom manufacture should possess got done 10 years ago, as well as improved SMS without focusing on "multimedia" every bit a start step. It's the footling things that count inward messaging - ticks when someone has read something, an indicator that they're composing a reply as well as and thus on. Fripperies similar file-sharing as well as "see what I come across video" are irrelevant inward 99.99% of use-cases. Get the basics correct - usable texts & the occasional picture. Maybe an audio-message part for people amongst awkward languages that don't gibe keypads & predictive text really well.
Now Google has had its ain Hangouts messaging app on Androids inward the past, which can hold upward used every bit a default SMS app every bit well. But compared to iMessage, it hasn't been specially well-received, every bit it's optional. This agency that Apple's automated as well as familiar green-becomes-blue messaging sense for Apple-to-Apple communications hasn't genuinely been replicated inward Android.
I suspect that acquiring Jibe Mobile (with RCS) is an endeavour to alter this. I squall back Google wants to usage a service which handset vendors already choose beingness integrated "natively" to leave of absence its ain gratis Android-to-Android messenger.
The fact that the mobile operators want RCS to hold upward natively implemented is fifty-fifty ameliorate - Google gets the telcos to lean on all the handset OEMs to choose it.
But of course, the devil is inward the particular of the implementation. I suspect that a futurity version of Android volition back upward RCS every bit a default app non because of its "richness", as well as non because of its "interoperability", but because it allows Google to compete amongst Apple on basic device-to-device enhanced as well as free texting. Messaging that goes via its ain cloud most of the time, or which mightiness interact amongst the telcos' networks either for "AndroidRCS-Out" or fallback to SMS.
In other words, this turns RCS from beingness a "service" into beingness a basic messaging function within Android. It's non nigh "richness", either - video chat on Android volition nonetheless hold upward on Hangouts as well as via its WebRTC back upward 99.9% of the time. Google undoubtedly knows that RCS isn't genuinely the footing of a "cool" messaging service either - I highly dubiety it wants to compete amongst SnapChat, at to the lowest degree to laid about with. It's non nigh lifestyle or messaging-as-platform - precisely a well-integrated way to practice gratis basic messages.
So my views is that this is all nigh creating Google's iMessage, non a ringing endorsement of telco-run RCS or IPX or whatever of the other manufacture machinery. The telcos may larn the scraps of RCS-in or RCS-out, most of which volition hold upward converted dorsum to evidently onetime SMS to terminate on iPhones, or older Androids.
There's likewise a secondary laid of targets here, I think: B2C, B2B as well as A2P messaging. I'm certain that Google has noticed Microsoft linking Skype as well as Skype4Business as well as its other cloud properties. In future, businesses running Microsoft-powered UC or contact-centre software volition hold upward able to straight accomplish out to end-users via Skype, choose messaging, video, presence as well as and thus on. I don't squall back MS genuinely cares as well as thus much nigh person-to-person Skype whatever to a greater extent than - it's nice, but non genuinely monetised as well as faces lots of competition. But B2C Skype is different, if it entrenches Microsoft's corporation platforms as well as gives businesses a rich (and free) way to speak to customers. Goodbye toll-free numbers, for a start. It likewise helps Microsoft leave of absence a to a greater extent than full-fledged UC actor for internal corporation communications.
I squall back that Google wants to practice the same thing, linked to Google Apps for Work as well as other services. And having a native "AndroidRCS" (not "TelcoRCS") capability inward every device volition help. So perhaps, Jibe is intended to leave of absence Google's equivalent of Skype. And again, the probable bulk scenarios would hold upward internal within the Google ecosyste, addition a little minority of in/out to the telco (or corporation SIP) domains.
Lastly, I wonder if this is an oblique way to compete amongst Twilio as well as a few other PaaS providers. Using a cloud-based messaging platform linked to a native client inward Android gives a whole laid of possibilities for developers to practice free A2P messaging - basically a version of force notifications for people who don't possess got an app installed. Or easy, gratis web-to-device notifications (something missing inward WebRTC when the user is exterior the browser). And again, in that location is footling argue to need the telephone networks except every bit exceptions or gateways to/from SMS on other devices.
In summary - this isn't a win for GSMA as well as RCS. It's non "fighting dorsum against the OTTs". It's non going to all of a abrupt revolutionise the marketplace for messaging as well as promote the hoped-for renaissance of subscribers paying for "richness". It's non nigh video-chat or filesharing. It's non nigh QoS. It's non going to compete against SnapChat or Instagram or WeChat. (That traffic has gone to apps that are merely better as well as cooler. It mightiness larn a chip of basic text dorsum from WhatsApp, but non much, every bit that's the cross-platfom winner inward markets amongst a mix of Androids as well as iPhones).
I believe that, inward fact, this is Google "stealing" RCS for its ain purposes - gratis basic Android-to-Android messaging, amongst gratis B2C as well as A2P messaging to follow. It tin vault into the big league amongst a billion AndroidRCS text users. The amount probable to touching on the telcos' IMS's volition probable hold upward minimal. And the GSMA has done all the difficult piece of job encouraging the handset OEMs to back upward it. Thanks guys.
(And of course, there's likewise the really high probability that the whole matter is a total dud, or that users precisely ignore it, or entirely gets implemented inward a sub-set of Android devices. Google's tape hither isn't neat - squall back nigh Wave as well as Google+ debacles)
Dean Bubley & Disruptive Analysis specialise inward analysing the futurity of voice, video & messaging, including VoLTE, WiFi-Calling, WebRTC as well as Contextual Communications. If you lot are interested inward a individual advisory workshop or project, delight contact data AT disruptive-analysis DOT com
- Wow, Google is recognising that carrier standards, RCS as well as IMS are the future!
- Meh, it's an acqui-hire for people who empathise messaging on Android
- Hmm, forget RCS device-side apps, Jibe offers cloud-based RCS servers to operators - it's Google's opening NFV play! (me)
- It's Google trying to larn the United States carriers to force Android devices more, past times acquiescing to demands for native RCS back upward (even if Google privately thinks it's rubbish)
- It's Facebook- as well as TenCent-envy. Google thinks it's missing out on messaging-as-social-platform every bit its previous efforts possess got been failures (also me)
Forget telcos, the GSMA as well as 3GPP. Google buying Jibe Mobile isn't nigh carriers at all. They're a sideshow, or mayhap "useful idiots" inward this scenario.
Google (I think) has 3 competitors inward mind: Mostly Apple, but likewise Microsoft as well as Twilio.
First, let's pace back. There are diverse uses for "messaging" apps on smartphones:
- Basic P2P or A2P text messages, ideally amongst features similar read-receipts & pictures. And ideally free
- Enhanced messaging (not "rich") amongst ameliorate back upward for things similar groups, white/black-lists, security, maybe "ephemerality" etc. Think of WhatsApp, BBM, Telegram as well as and thus on.
- Cool messaging (again non "rich" although they mightiness usage pictures or video) - things aimed at "lifestyle", flirting, self-expression, teenagers, as well as mayhap content streams. Instagram as well as SnapChat leave of absence here.
- Messaging every bit a platform, where users don't precisely mail messages but tin likewise usage mini-apps or plug-ins within the arrangement for purchases or collaboration. WeChat as well as arguably Slack (in enterprise) gibe inward this category
- Messaging-as-a-feature, where messages larn embedded into other applications or services via APIs, or are implemented natively. Twitter direct-messages are an example, but in that location are many others - mayhap fifty-fifty including iOS as well as Android force notifications.
But correct at the bottom of the listing is basic P2P messaging. Traditionally the abode of SMS (& MMS). It's been cannibalised inward a lot of places past times WhatsApp or unopen equivalents, although inward places amongst flat-rate charging for SMS it's been to a greater extent than robust. But in that location is i of import other actor here: Apple iMessage, which gives an SMS-integrated sense built into iOS. iMessage is a well-designed, moderately "enhanced" version of SMS that is free betwixt Apple users as well as has to a greater extent than or less ameliorate features (delivery uncovering & typing-awareness) than ordinary SMS whilst having a near-identical UI.
While Apple doesn't monetise iMessage, it makes usng iPhones a chip nicer. It does what the telecom manufacture should possess got done 10 years ago, as well as improved SMS without focusing on "multimedia" every bit a start step. It's the footling things that count inward messaging - ticks when someone has read something, an indicator that they're composing a reply as well as and thus on. Fripperies similar file-sharing as well as "see what I come across video" are irrelevant inward 99.99% of use-cases. Get the basics correct - usable texts & the occasional picture. Maybe an audio-message part for people amongst awkward languages that don't gibe keypads & predictive text really well.
Now Google has had its ain Hangouts messaging app on Androids inward the past, which can hold upward used every bit a default SMS app every bit well. But compared to iMessage, it hasn't been specially well-received, every bit it's optional. This agency that Apple's automated as well as familiar green-becomes-blue messaging sense for Apple-to-Apple communications hasn't genuinely been replicated inward Android.
I suspect that acquiring Jibe Mobile (with RCS) is an endeavour to alter this. I squall back Google wants to usage a service which handset vendors already choose beingness integrated "natively" to leave of absence its ain gratis Android-to-Android messenger.
The fact that the mobile operators want RCS to hold upward natively implemented is fifty-fifty ameliorate - Google gets the telcos to lean on all the handset OEMs to choose it.
But of course, the devil is inward the particular of the implementation. I suspect that a futurity version of Android volition back upward RCS every bit a default app non because of its "richness", as well as non because of its "interoperability", but because it allows Google to compete amongst Apple on basic device-to-device enhanced as well as free texting. Messaging that goes via its ain cloud most of the time, or which mightiness interact amongst the telcos' networks either for "AndroidRCS-Out" or fallback to SMS.
In other words, this turns RCS from beingness a "service" into beingness a basic messaging function within Android. It's non nigh "richness", either - video chat on Android volition nonetheless hold upward on Hangouts as well as via its WebRTC back upward 99.9% of the time. Google undoubtedly knows that RCS isn't genuinely the footing of a "cool" messaging service either - I highly dubiety it wants to compete amongst SnapChat, at to the lowest degree to laid about with. It's non nigh lifestyle or messaging-as-platform - precisely a well-integrated way to practice gratis basic messages.
So my views is that this is all nigh creating Google's iMessage, non a ringing endorsement of telco-run RCS or IPX or whatever of the other manufacture machinery. The telcos may larn the scraps of RCS-in or RCS-out, most of which volition hold upward converted dorsum to evidently onetime SMS to terminate on iPhones, or older Androids.
There's likewise a secondary laid of targets here, I think: B2C, B2B as well as A2P messaging. I'm certain that Google has noticed Microsoft linking Skype as well as Skype4Business as well as its other cloud properties. In future, businesses running Microsoft-powered UC or contact-centre software volition hold upward able to straight accomplish out to end-users via Skype, choose messaging, video, presence as well as and thus on. I don't squall back MS genuinely cares as well as thus much nigh person-to-person Skype whatever to a greater extent than - it's nice, but non genuinely monetised as well as faces lots of competition. But B2C Skype is different, if it entrenches Microsoft's corporation platforms as well as gives businesses a rich (and free) way to speak to customers. Goodbye toll-free numbers, for a start. It likewise helps Microsoft leave of absence a to a greater extent than full-fledged UC actor for internal corporation communications.
I squall back that Google wants to practice the same thing, linked to Google Apps for Work as well as other services. And having a native "AndroidRCS" (not "TelcoRCS") capability inward every device volition help. So perhaps, Jibe is intended to leave of absence Google's equivalent of Skype. And again, the probable bulk scenarios would hold upward internal within the Google ecosyste, addition a little minority of in/out to the telco (or corporation SIP) domains.
Lastly, I wonder if this is an oblique way to compete amongst Twilio as well as a few other PaaS providers. Using a cloud-based messaging platform linked to a native client inward Android gives a whole laid of possibilities for developers to practice free A2P messaging - basically a version of force notifications for people who don't possess got an app installed. Or easy, gratis web-to-device notifications (something missing inward WebRTC when the user is exterior the browser). And again, in that location is footling argue to need the telephone networks except every bit exceptions or gateways to/from SMS on other devices.
In summary - this isn't a win for GSMA as well as RCS. It's non "fighting dorsum against the OTTs". It's non going to all of a abrupt revolutionise the marketplace for messaging as well as promote the hoped-for renaissance of subscribers paying for "richness". It's non nigh video-chat or filesharing. It's non nigh QoS. It's non going to compete against SnapChat or Instagram or WeChat. (That traffic has gone to apps that are merely better as well as cooler. It mightiness larn a chip of basic text dorsum from WhatsApp, but non much, every bit that's the cross-platfom winner inward markets amongst a mix of Androids as well as iPhones).
I believe that, inward fact, this is Google "stealing" RCS for its ain purposes - gratis basic Android-to-Android messaging, amongst gratis B2C as well as A2P messaging to follow. It tin vault into the big league amongst a billion AndroidRCS text users. The amount probable to touching on the telcos' IMS's volition probable hold upward minimal. And the GSMA has done all the difficult piece of job encouraging the handset OEMs to back upward it. Thanks guys.
(And of course, there's likewise the really high probability that the whole matter is a total dud, or that users precisely ignore it, or entirely gets implemented inward a sub-set of Android devices. Google's tape hither isn't neat - squall back nigh Wave as well as Google+ debacles)
Dean Bubley & Disruptive Analysis specialise inward analysing the futurity of voice, video & messaging, including VoLTE, WiFi-Calling, WebRTC as well as Contextual Communications. If you lot are interested inward a individual advisory workshop or project, delight contact data AT disruptive-analysis DOT com
