China Mobile promotes RCS to converge communication technology, furthering the vision of “de-pipeline†for operators
On June 27, 2018, the annual MWC World Mobile Conference kicked off in Shanghai. China Mobile, together with Xiaoyuan Technology and Meizu, debuted a new generation of RCS solutions for converged communications (and Fetion) at the conference, and demonstrated the Meizu mobile phones with converged communications experience. Users can fully experience RCS rich media messages, including text messages. Demonstration of functions such as text, short message video, card short message, and short message traffic red envelope.
RCS converged communications was proposed by GSMA as early as 2008. As a technology to help operators merge their messaging services, several major European operators have been optimizing and improving it in the first few years, and have developed to RCS after 2013. 5.x version. RCS is actually based on operators' basic communication services, integrating voice, file, video, transfer and other rich media content, and the ability to re-integrate traditional communication services.
Domestic operators have clearly put forward the concept of developing RCS converged communications, which will be traced back to the China Mobile Global Partner Conference at the end of 2014. In December 2014, Xi Guohua, the former chairman of China Mobile Communications Corporation, said that while China Mobile is building 4G LTE, it will also partially focus on the commercial process of VoLTE and RCS converged communications. This may be the first time domestic users have a concept of RCS converged communications.
Xiaoyuan Technology COO Duan Xu told a reporter from Communications World that RCS Converged Communications is based on operators’ basic communications services and provides an IP-based business framework to meet the needs of users for rich media messages. That is, the original traditional communication portal in the mobile phone is directly integrated with the mobile phone from the operator's level to become "new call", "new contact" and "new message".
In this conference, China Mobile's new RCS converged communications, many people will compare it with WeChat and other OTT products. In fact, the biggest difference between RCS positioning "basic communication" and OTT applications is that RCS is not an APP product, but a solution based on the "NaTIve native" approach, starting from the terminal chip and operating system level. In the entire solution, Xiaoyuan Technology serves as a China Mobile RCS technical standard service provider. Through RCS technology, in the form of NaTIve, it gives SMS rich media attributes and behaviors, including SMS graphics, SMS video, and card SMS. Focusing on the smart ecology of SMS, improve the activity of corporate SMS.
Differentiation from WeChat is more conducive to corporate servicesAble to post pictures, videos, and red envelopes. In most people's eyes, the new generation of RCS converged communications is imitating the function of repeating WeChat. Then, for WeChat, which already has a huge user base, the significance of this product is What and how can it become a new opportunity for operators to "de-pipe"
In this regard, Duan Xu said, first of all, the functions of WeChat traditionally can be provided to users through smart terminals using RCS technology, and there is no need to install third-party applications; secondly, RCS does not need to be like WeChat in terms of notification messages. You must pay attention to the corporate official account, but directly push it, which is essential for some key notifications of banks and governments; finally, RCS has stronger corporate attributes, so that corporate users can quickly obtain key information from the countless messages received every day.
Take card text messages as an example. This time, the Meizu mobile phone, a partner of China Mobile and Xiaoyuan Technology, has loaded its Flyme system based on RCS fusion communication technology. Flyme card text messages use natural language analysis technology to accurately identify and determine the content of the text message. Each field is constructed in a scene by matching the corresponding various life services, and finally reconstructed into a short message card of visual data. Transform messy plain text messages into more intuitive and concise cards, so that users can see information at a glance whether bank transactions, travel itineraries, or hotel check-in.
At the same time, Flyme Card SMS also provides a lightweight application menu after integrating corporate services. Users can perform various operations such as recharging on the SMS interface without opening the APP, and enjoy more convenient services. Users can not only read rich and colorful graphics, text and video content like WeChat official accounts, but can also quickly query and manage them through related services.
The emergence of RCS converged communication technology has ushered in a turning point in the fate of SMS content. It can change the situation that SMS can only be presented in text, numbers and links for a long time. I believe that with the support of more telecom operators and terminal manufacturers, It can form a good ecological development and further advance the vision of "de-pipeline" for operators.
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