Rich Communication Services (RCS) Market by Application (Advertising Campaign, Content Delivery, and Integrated Solutions), End-User (Consumers and Enterprises), Enterprise Size, Enterprise Vertical, and Region - Global Forecast to 2024

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Date: 07-Nov-2019
No. of pages: 143
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Increasing number of advertising and marketing companies to drive the rich communication services market growth

The global RCS market size is projected to grow from USD 4.5 billion in 2019 to USD 10.6 billion by 2024, at a CAGR of 18.9% during 2019–2024. Major growth factors for the market include Increasing investments on digital marketing across the verticals

By application, advertising campaign segment to account for a higher market share during the forecast period

Advertising campaigns via digital marketing is the prominent approach adopted by enterprises to attract customers. Sharing rich media contents have enabled end-users to engage significantly with the enterprises to take benefits of the services. Advertising campaigns may vary from vertical to vertical; for instance, media and entertainment vertical would share advertisings, teasers, or some trailers of upcoming shows. Likewise, BFSI vertical would share interactive media content to advertise funds and policies. Advertising campaigns are mainly followed through SMS protocol and are expected to be significantly offloaded on RCS protocol to enable enhanced messaging service through an interactive platform.

By end-user, enterprises segment to hold a larger market size during the forecast period

By end-users global rich communication services market is segregated into enterprises and consumers. The enterprises throughout verticals are expected to have a significant dependency on SMS for digital marketing. Deployment of RCS messaging platforms to share media-rich content amongst the end-users is expected to bring growing instances of customer engagements. Apart from digital marketing, RCS can be widely deployed by enterprises to share the relevant information to their customers, which would include tickets, passes, policy details, wealth performance stats, logistics details, product information, service reminders, and others.

Among regions, Asia Pacific to grow at the highest CAGR during the forecast period

APAC is expected to have the highest growth rate in the RCS market among all areas. The high rate of adoption of digital technologies, especially in countries, such as Australia, India, Japan, China, and Singapore, has made APAC a lucrative market in the IT industry. The growing development in these countries is expected to provide several new opportunities in the APAC RCS market. The growth driver for RCS in this region is increasing population, rising smart phone connections, increasing the mobile payments, growing the retail industry, and the use of advanced SMS systems for marketing and customer relationship management. Many mobile engagement and communications providers in this region have partnered with various telecom operators to provide rich, personalized multimedia content to their customers. For instance, Karix Mobile had partnered with Google and Reliance Jio Infocomm to support RCS. With RCS, the company helps its clients in providing a more in-depth and richer engagement experience.

The breakup of the profiles of the primary participants is given below:


  • By Company Type: Tier 1 – 15%, Tier 2 – 40%, and Tier 3 – 45%

  • By Designation: C-Level – 40%, Director Level – 35%, Managers–15%, and others- 10%

  • By Region: North America – 45%, Europe – 30%, APAC– 15%, and RoW– 10%


The following key rich communication services vendors are profiled in the report:


  • Google (US),

  • China Mobile Limited (Spain),

  • AT&T Inc. (US),

  • Sprint Corporation (US)

  • Deutsche Telekom AG (Germany)

  • Vodafone Group plc (UK)

  • Verizon (US)

  • Telefonica (US)

  • Orange Business (US)

  • KDDI (Japan)

  • Slovak Telekom (Slovakia)

  • TELIT (Italy)

  • SK Telecom (South Korea)

  • Telstra (Australia)

  • LG U+ (South Korea)

  • Celcom (Malaysia)

  • Freedom Mobile (Canada)

  • Rogers (Canada)

  • T-Mobile (US), O2 (UK).


Research Coverage

The rich communication services market is segmented by application (advertising campaign, content delivery, and integrated solutions), end-user (consumers and enterprises), enterprise size, enterprise vertical, and region. A detailed analysis of the key industry players has been undertaken to provide insights into their business overviews, services; key strategies; new service and product launches, partnerships, agreements, and collaborations; business expansions; and competitive landscape associated with the rich communication services market.

Reasons to Buy the Report

The report would help the market leaders and new entrants in the following ways:


  • It comprehensively segments the rich communication services market and provides the closest approximations of the revenue numbers for the overall market and its sub segments across different regions.

  • It would help stakeholders understand the pulse of the market and provide information on the key market drivers, restraints, challenges, and opportunities in the market.

  • It would help stakeholders understand their competitors better and gain more insights to enhance their positions in the market. The competitive landscape section includes a competitor ecosystem, new service developments, partnerships, and acquisitions.

Rich Communication Services (RCS) Market by Application (Advertising Campaign, Content Delivery, and Integrated Solutions), End-User (Consumers and Enterprises), Enterprise Size, Enterprise Vertical, and Region - Global Forecast to 2024

Table of Contents

1 Introduction
1.1 Objectives of the Study
1.2 Market Definition
1.3 Inclusions and Exclusions
1.4 Market Scope
1.4.1 Market Segmentation
1.4.2 Regions Covered
1.5 Years Considered for the Study
1.6 Currency Considered
1.7 Stakeholders

2 Research Methodology
2.1 Research Data
2.1.1 Secondary Data
2.1.2 Primary Data
2.1.2.1 Breakup of Primary Profiles
2.1.2.2 Key Industry Insights
2.2 Market Breakup and Data Triangulation
2.3 Global RCS Market Size Estimation Methodology and Key Assumptions
2.3.1 Method 1: Based on the Companies’ Revenue Generation From A2p Messaging Service for Digital Marketing and Advertising (Top-Down Approach)
2.3.2 Method 2: Vertical-Level, Bottom-Up Approach
2.4 Market Forecast
2.5 Competitive Leadership Mapping Research Methodology
2.6 Assumptions for the Study
2.7 Limitations of the Study

3 Executive Summary

4 Premium Insights
4.1 Attractive Market Opportunities in the Global Rich Communication Services Market
4.2 Market By Application, 2019
4.3 North America: Market By Enterprise Size and End User, 2019
4.4 Asia Pacific: Market By Enterprise Size and End User, 2019

5 Market Overview
5.1 Introduction
5.2 Market Dynamics
5.2.1 Drivers
5.2.1.1 Increasing Number of Advertising and Marketing Companies
5.2.2 Restraints
5.2.2.1 Limited Capability to Offer End-To-End Encryption
5.2.2.2 Lack of Interoperability Between Oems and Carrier Networks
5.2.3 Opportunities
5.2.3.1 Strict Regulations for Ott Messaging Services to Boost the Adoption of RCS
5.2.4 Challenges
5.2.4.1 Difficulty to Cope With Ott Service Providers
5.2.4.2 Lower User Base Due to Proliferation of Messaging APPs
5.3 Use Cases
5.4 Enabling Technologies
5.4.1 Artificial Intelligence
5.4.2 Internet of Things

6 Rich Communication Services Market Analysis, By Application
6.1 Introduction
6.2 Advertising Campaign
6.2.1 Strong Marketing Activities on Digital Platforms to Boost RCS Adoption for Advertising Campaigns
6.3 Content Delivery
6.3.1 Growing Influence of Social Media Across Multitudes to Support Growth for Content Delivery
6.4 Integrated Solutions
6.4.1 Ease of Multichannel Communication Across the Globe to be the Major Market Driver for Integrated Solutions
6.5 Others

7 Rich Communication Services Market Analysis, By End User
7.1 Introduction
7.2 Consumers
7.2.1 Growing Internet Penetration and Consequent Demand for Rich Media Delivery Platforms Within P2p to Support the Favorable Growth of RCS Among Consumers
7.3 Enterprises
7.3.1 Growing Proliferation of Digital Content Delivery Through A2p Messaging Services to Support Adoption Among Enterprises

8 Rich Communication Services Market Analysis, By Enterprise Size
8.1 Introduction
8.2 Small and Medium-Sized Enterprises
8.2.1 Small and Medium-Sized Enterprises to be Significant Revenue Contributors for Rich Communication Service Vendors in the Near Future
8.3 Large Enterprises
8.3.1 Easy Availability of Resources and Funds to Drive the Adoption of RCS Among Large Enterprises

9 Rich Communication Services Market Analysis, By Enterprise Vertical
9.1 Introduction
9.2 Banking, Financial Services, and Insurance
9.2.1 Authentications, Service Reminders, Policy Deliveries, and Other use Cases for Customer Engagement to Support Strong Adoption of RCS
9.3 Telecom and IT
9.3.1 Growing Number of Telecom Users and Increasing Number of It-Enabled Survivors to Drive the Market Growth in Telecom and IT Industry
9.4 Media and Entertainment
9.4.1 Rising Proliferation of Ott Media Players to Support the RCS Market Growth in Media and Entertainment Industry
9.5 Tourism and Logistics
9.5.1 Ticketing, Real-Time Location Status, and Delivery Updates are Some of the Prominent use Cases to Support RCS Adoption in Tourism and Logistics Industry
9.6 Retail and Ecommerce
9.6.1 Digital Marketing Pertaining to Consumer Goods and Online Platforms to Support the RCS Deployment in Retail and Ecommerce Industry
9.7 Healthcare
9.7.1 Real-Time Decision-Making for Patient Engagement Solutions to Drive the Need for RCS in Healthcare Industry
9.8 Others

10 Geographic Analysis
10.1 Introduction
10.2 North America
10.2.1 United States
10.2.1.1 Increasing Number of Mobile Users and RCS-Enabled Devices to Drive the RCS Market in the US
10.2.2 Canada
10.2.2.1 Increasing Number of RCS Users on Mnos’ Network to Boost the RCS Market in Canada
10.3 Europe
10.3.1 United Kingdom
10.3.1.1 Increasing Number of Partnerships to Propel the RCS Market in the UK
10.3.2 Germany
10.3.2.1 Increasing Number of Mergers and Acquisitions By Market Players to Propel the RCS Market in Germany
10.3.3 France
10.3.3.1 Need for Enhancing Customer Experience to Drive the RCS Market in France
10.3.4 Rest of Europe
10.4 Asia Pacific
10.4.1 China
10.4.1.1 High Investments Mnos in Their Networks for Excellent Services to Boost the RCS Market in China
10.4.2 Japan
10.4.2.1 Increasing Number of Service Launches and Partnerships to Drive the Growth of the RCS Market in Japan
10.4.3 South Korea
10.4.3.1 Rising Need to Compete With the Ott Players to Boost the RCS Market in South Korea
10.4.4 Rest of Asia Pacific
10.5 Latin America
10.5.1 Mexico
10.5.1.1 Increasing It Investments and the Presence of Leading Players to Drive the Growth of the RCS Market in Mexico
10.5.2 Brazil
10.5.2.1 Need to Combat the Ott Threat to Drive the Adoption of RCS in Brazil
10.5.3 Rest of Latin America
10.6 Middle East and Africa
10.6.1 Middle East
10.6.1.1 High Penetration Rate of Smartphones to Boost the RCS Market in the Middle East
10.6.2 Africa
10.6.2.1 Growing Demand By Marketers and Brands to Access RCS to Enhance Customer Experience in Africa

11 Competitive Landscape
11.1 Competitive Leadership Mapping of RCS Solution Vendors Offering to Telecom Operators
11.1.1 Visionary Leaders
11.1.2 Innovators
11.1.3 Dynamic Differentiators
11.1.4 Emerging Companies
11.2 Strength of Product Portfolio (15 Players)
11.3 Business Strategy Excellence (15 Players)
11.4 Ranking of Key Players Offering RCS Solutions to the Telecom Operators, 2019

12 Company Profiles
12.1 Introduction
(Business Overview, Products & Services, Key Insights, Recent Developments, SWOT Analysis, MnM View)*
12.2 AT&T
12.3 Sprint
12.4 Vodafone
12.5 Deutsche Telekom
12.6 Google
12.7 Verizon
12.8 Telefonica
12.9 Orange Business
12.10 China Mobile
12.11 KDDI
12.12 Slovak Telekom
12.13 TELIT
12.14 SK Telecom
12.15 Telstra
12.16 LG U+
12.17 Celcom
12.18 Freedom Mobile
12.19 Rogers
12.20 T-Mobile
12.21 O2

*Details on Business Overview, Products & Services, Key Insights, Recent Developments, SWOT Analysis, MnM View Might Not be Captured in Case of Unlisted Companies.

13 Appendix
13.1 Discussion Guide
13.2 Knowledge Store: Marketsandmarkets’ Subscription Portal
13.3 Available Customizations
13.4 Related Reports
13.5 Author Details

List of Tables

Table 1 United States Dollar Exchange Rate, 2016–2018
Table 2 Factor Analysis
Table 3 Rich Communication Services Market Size, By Application, 2017–2024 (USD Million)
Table 4 Advertising Campaign: Market Size By Region, 2017–2024 (USD Million)
Table 5 Content Delivery: Market Size By Region, 2017–2024 (USD Million)
Table 6 Integrated Solutions: Market Size By Region, 2017–2024 (USD Million)
Table 7 Other Applications: Market Size By Region, 2017–2024 (USD Million)
Table 8 Rich Communication Services Market Size, By End User, 2017–2024 (USD Million)
Table 9 Consumers: Market Size By Region, 2017–2024 (USD Million)
Table 10 Enterprises: Market Size By Region, 2017–2024 (USD Million)
Table 11 Rich Communication Services Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 12 Small and Medium-Sized Enterprises: Market Size By Enterprise Vertical, 2017–2024 (USD Million)
Table 13 Small and Medium-Sized Enterprises: Market Size By Region, 2017–2024 (USD Million)
Table 14 Large Enterprises: Market Size By Enterprise Vertical, 2017–2024 (USD Million)
Table 15 Large Enterprises: Market Size By Region, 2017–2024 (USD Million)
Table 16 Rich Communication Services Market Size, By Enterprise Vertical, 2017–2024 (USD Million)
Table 17 Banking, Financial Services, and Insurance: Market Size By Region, 2017–2024 (USD Million)
Table 18 Banking, Financial Services, and Insurance: Market Size By Enterprise Size, 2017–2024 (USD Million)
Table 19 Telecom and IT: Market Size By Region, 2017–2024 (USD Million)
Table 20 Telecom and IT: Market Size By Enterprise Size, 2017–2024 (USD Million)
Table 21 Media and Entertainment: Rich Communication Services Market Size, By Region, 2017–2024 (USD Million)
Table 22 Media and Entertainment: Market Size By Enterprise Size, 2017–2024 (USD Million)
Table 23 Tourism and Logistics: Market Size By Region, 2017–2024 (USD Million)
Table 24 Tourism and Logistics: Market Size By Enterprise Size, 2017–2024 (USD Million)
Table 25 Retail and Ecommerce: Market Size By Region, 2017–2024 (USD Million)
Table 26 Retail and Ecommerce: Market Size By Enterprise Size, 2017–2024 (USD Million)
Table 27 Healthcare: Rich Communication Services Market Size, By Region, 2017–2024 (USD Million)
Table 28 Healthcare: Market Size By Enterprise Size, 2017–2024 (USD Million)
Table 29 Other Verticals: Market Size By Region, 2017–2024 (USD Million)
Table 30 Other Verticals: Market Size By Enterprise Size, 2017–2024 (USD Million)
Table 31 Rich Communication Services Market Size, By Region, 2017–2024 (USD Million)
Table 32 North America: Market Size By Application, 2017–2024 (USD Million)
Table 33 North America: Market Size By End User, 2017–2024 (USD Million)
Table 34 North America: Market Size By Enterprise Size, 2017–2024 (USD Million)
Table 35 North America: Market Size By Enterprise Vertical, 2017–2024 (USD Million)
Table 36 North America: Banking, Financial Services, and Insurance Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 37 North America: Telecom and IT Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 38 North America: Media and Entertainment Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 39 North America: Tourism and Logistics Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 40 North America Retail and Ecommerce Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 41 North America: Healthcare Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 42 North America: Other Enterprise Verticals Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 43 North America: Rich Communication Services Market Size, By Country, 2017–2024 (USD Million)
Table 44 Europe: Rich Communication Services Market Size, By Application, 2017–2024 (USD Million)
Table 45 Europe: Market Size By End User, 2017–2024 (USD Million)
Table 46 Europe: Market Size By Enterprise Size, 2017–2024 (USD Million)
Table 47 Europe: Market Size By Enterprise Vertical, 2017–2024 (USD Million)
Table 48 Europe: Banking, Financial Services, and Insurance Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 49 Europe: Telecom and IT Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 50 Europe: Media and Entertainment Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 51 Europe: Tourism and Logistics Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 52 Europe: Retail and Ecommerce Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 53 Europe: Healthcare Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 54 Europe: Other Enterprise Verticals Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 55 Europe: Rich Communication Services Market Size, By Country, 2017–2024 (USD Million)
Table 56 Asia Pacific: Rich Communication Services Market Size, By Application, 2017–2024 (USD Million)
Table 57 Asia Pacific: Market Size By End User, 2017–2024 (USD Million)
Table 58 Asia Pacific: Market Size By Enterprise Size, 2017–2024 (USD Million)
Table 59 Asia Pacific: Market Size By Enterprise Vertical, 2017–2024 (USD Million)
Table 60 Asia Pacific: Banking, Financial Services, and Insurance Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 61 Asia Pacific: Telecom and IT Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 62 Asia Pacific: Media and Entertainment Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 63 Asia Pacific: Tourism and Logistics Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 64 Asia Pacific: Retail and Ecommerce Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 65 Asia Pacific: Healthcare Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 66 Asia Pacific: Other Enterprise Verticals Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 67 Asia Pacific: Market Size By Country, 2017–2024 (USD Million)
Table 68 Latin America: Rich Communication Services Market Size, By Application, 2017–2024 (USD Million)
Table 69 Latin America: Market Size By End User, 2017–2024 (USD Million)
Table 70 Latin America: Market Size By Enterprise Size, 2017–2024 (USD Million)
Table 71 Latin America: Market Size By Enterprise Vertical, 2017–2024 (USD Million)
Table 72 Latin America: Banking, Financial Services, and Insurance Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 73 Latin America: Telecom and IT Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 74 Latin America: Media and Entertainment Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 75 Latin America: Tourism and Logistics Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 76 Latin America: Retail and Ecommerce Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 77 Latin America: Healthcare Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 78 Latin America: Other Enterprise Verticals Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 79 Latin America: Market Size By Country, 2017–2024 (USD Million)
Table 80 Middle East and Africa: Rich Communication Services Market Size, By Application, 2017–2024 (USD Million)
Table 81 Middle East and Africa: Market Size By End User, 2017–2024 (USD Million)
Table 82 Middle East and Africa: Market Size By Enterprise Size, 2017–2024 (USD Million)
Table 83 Middle East and Africa: Market Size By Enterprise Vertical, 2017–2024 (USD Million)
Table 84 Middle East and Africa: Banking, Financial Services, and Insurance Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 85 Middle East and Africa: Telecom and IT Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 86 Middle East and Africa: Media and Entertainment Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 87 Middle East and Africa: Tourism and Logistics Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 88 Middle East and Africa: Retail and Ecommerce Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 89 Middle East and Africa: Healthcare Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 90 Middle East and Africa: Other Enterprise Verticals Market Size, By Enterprise Size, 2017–2024 (USD Million)
Table 91 Middle East and Africa: Rich Communication Services Market Size, By Sub-Region, 2017–2024 (USD Million)

List of Figures

Figure 1 Global Rich Communication Services Market: Research Design
Figure 2 Competitive Leadership Mapping: Criteria Weightage
Figure 3 Rich Communication Services for Advertising and Campaign to Hold the Largest Market Size During the Forecast Period
Figure 4 Enterprises End User to Account for a Higher Market Share During the Forecast Period
Figure 5 Banking, Financial Services, and Insurance Enterprise Vertical to Hold the Highest Market Size Throughout the Forecast Period
Figure 6 Small and Medium-Sized Enterprises Segment to Record a Higher Market Share During the Forecast Period
Figure 7 Asia Pacific to Witness the Highest Growth Rate During the Forecast Period
Figure 8 Growing Number of Partnerships to Support Rich Communication Services Market Growth
Figure 9 Advertising Campaign Segment to Account for the Highest Market Share in 2019
Figure 10 Large Enterprises Segment and Enterprises End User to Record High Market Shares in North America in 2019
Figure 11 Large Enterprises Segment and Enterprises End User to Record High Market Shares in Asia Pacific in 2019
Figure 12 Rich Communication Services Market: Drivers, Restraints, Opportunities, and Challenges
Figure 13 Content Delivery Segment to Record the Highest Growth Rate During the Forecast Period
Figure 14 Consumers Segment to Record a Higher Growth Rate During the Forecast Period
Figure 15 Large Enterprises Segment to Record a Larger Market Size During the Forecast Period
Figure 16 Healthcare Vertical to Record the Highest Growth Rate During the Forecast Period
Figure 17 North America to Have the Largest Market Size During the Forecast Period
Figure 18 Asia Pacific to Exhibit the Highest CAGR During the Forecast Period
Figure 19 North America: Market Snapshot
Figure 20 Asia Pacific: Market Snapshot
Figure 21 Rich Communication Services Providers (Global) Competitive Leadership Mapping, 2019
Figure 22 Ranking of Key Players, 2019
Figure 23 AT&T: Company Snapshot
Figure 24 Sprint: Company Snapshot
Figure 25 Vodafone: Company Snapshot
Figure 26 Deutsche Telekom: Company Snapshot
Figure 27 Google: Company Snapshot
Figure 28 Verizon: Company Snapshot
Figure 29 Telefonica: Company Snapshot
Figure 30 Orange S.A.: Company Snapshot
Figure 31 China Mobile: Company Snapshot
Figure 32 KDDI: Company Snapshot
Figure 33 Slovak Telekom: Company Snapshot
Figure 34 TELIT: Company Snapshot
Figure 35 SK Telecom: Company Snapshot
Figure 36 Telstra: Company Snapshot

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