Partnering with the mobile industry to connect people and businesses with RCS

We’ve been partnering with the mobile industry to improve the messaging experience on Android with RCS (Rich Communication Services), bringing more enhanced features to the standard messaging experience on mobile devices. As of today, we are working with 43 carriers and device manufacturers to bring better native messaging to every Android user.

Rich messaging for brands

Last year we created an Early Access Program to make it easier for brands to start participating in RCS business messaging (the mobile industry’s term for rich business-to-consumer messages). Today companies across food, travel, retail and delivery services in the U.S. and Mexico are starting to have better conversations with their customers using RCS as part of our Early Access Program.

With RCS, businesses can send more useful and interactive messages to their customers. This means, for example, that a retailer can send beautiful images of their products, rather than a text message, and even let the customer select and buy something, all without leaving the messaging app. Best of all, customers who have already opted in to SMS messages from a business get this upgraded experience automatically in Android Messages.

In the U.S., we’ve collaborated with Sprint to enable campaigns with 1-800 Contacts, 1-800-Flowers.com, Booking.com, SnapTravel and Subway, among others, along with messaging partners 3C, CM.com, Mobivity, OpenMarket, Smooch and Twilio. We’re also working with Telcel to bring campaigns to Mexico soon with 5 Piso, Broxel, DHL Mexico and Secretaria de Salud along with messaging partners Airmovil, Auronix, Aldeamo and Tiaxa.

In the coming months alongside our partners, we’ll bring RCS messaging to businesses in more regions. And next week at Mobile World Congress, our partners will demonstrate how businesses can change the way they engage mobile customers using RCS.

RCS messaging growth in 2017 across Europe and Latin America

To help make RCS truly universal and give Android users a consistent and familiar experience with access to all that RCS messaging offers, we’ve been working closely with carriers and device makers around the world.

Over the past year, carriers across Europe, North America and Latin America including America Movil, AT&T in Mexico, Celcom Axiata Berhad, Freedom Mobile, Oi, Telia Company and Telefonica joined Deutsche Telekom, Globe Telecom, Orange, Rogers Communications, Sprint and Telenor Group in their commitment to launch RCS messaging, powered by the Jibe RCS cloud from Google.They will also preload Android Messages as the default messaging app for their subscribers. Vodafone Group RCS service also supports Android Messages and has already launched across 10 of its 14 RCS markets globally. All carriers are committed to interconnecting through the Jibe RCS Hub to bring RCS messaging to users across networks. Collectively, they represent more than 1.8 billion mobile subscribers worldwide.

To bring better default messaging to hundreds of millions of users, device manufacturers including TCL/Alcatel/Blackberry, Transsion, BLU, Positivo, Multilaser, Mobiwire, Azumi, and Essential are joining Huawei, LG, Archos, BQ, Cherry Mobile, Condor, Fly, General Mobile, HMD Global – Home of Nokia Phones, HTC, Kyocera, Lanix, Lava, Micromax, Motorola, MyPhone, QMobile, Sony Mobile, Symphony, Vodafone, Wiko, ZTE, along with Pixel and Android One devices in preloading Android Messages as the the default messaging app on their new devices.

We’re excited to see Android Messages and RCS connect more people and businesses, and look forward to expanding our collaboration with the industry to bring better messaging to every Android user.


Android

Qualcomm AI Engine with support for existing Snapdragon mobile platforms announced

Qualcomm today announced the new Artificial Intelligence engine consisting of several hardware and software components to accelerate on-device AI-enabled user experiences. The new AI engine will be supported on Snapdragon 845, 835, 820 and 660 mobile platforms, and the latest Snapdragon 845 with on-device AI processing. Qualcomm details the key benefits of on-device AI include real-time responsiveness, improved privacy, and enhanced reliability. The AI engine gets its support from Snapdragon core hardware architectures like the Qualcomm Hexagon Vector Processor, Adreno GPU and Kryo CPU that are designed to run AI applications quickly and efficiently on-device. This approach gives developers and OEMs the ability to optimize AI user experiences on smartphones and other edge devices. Key features of the Qualcomm AI Engine include Snapdragon neural processing engine which is designed to make it easy for developers to choose the optimal Snapdragon core for the desired user experience including the Hexagon Vector Processor, Adreno GPU, and Kryo CPU and perfect their AI user experiences on the device. It also supports Tensorflow, Caffe and Caffe2 frameworks, in addition to the Open Neural Network Exchange. It also offers support for the Android Neural Networks API which was first made available with Android Oreo giving developers access to Snapdragon platforms directly through …
Fone Arena

AT&T announces first three cities to get mobile 5G in 2018

In the first days of the new year, AT&T announced that 12 markets in the US will receive true mobile 5G in 2018. Today the carrier said that Dallas, Atlanta, and Waco, Texas will be the first three cities to experience true 5G. 9 more cities are expected to be announced in the coming months. Igal Elbaz, Senior VP of Wireless Network Architecture and Design at AT&T, said the company contributed, conducted trials and “literally transformed the carrier’s network for the future”. The 5G will be deployed based on 3GPP standards and operating on the mmWave spectrum. Once the system is…

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New PubMatic Research Shows Private Marketplaces Drive Global Mobile Advertising Growth

On Tuesday, PubMatic —  a publisher-focused sell-side platform (SSP) — announced findings from its Q4 2017 Quarterly Mobile Index (QMI).

The report, which identifies trends in mobile advertising, found that mobile private marketplaces (PMPs) monetized impression volume increased by 37 percent year-over-year (YOY) in Q4 2017, adding to a long growth streak for mobile PMPs now spanning eight consecutive quarters.

The upswing for mobile PMPs is attributed to major marketers continuing to increase spend through programmatic channels. PMPs offer robust options for advertisers to gain access to premium inventory coupled with safeguards for ad fraud and brand risk, amid growing concerns about quality, viewability and transparency.

For publishers, PMPs provide more control over their inventory and partnership with buyers. As a result, mobile PMP eCPMs globally in 2017 were priced at a 155 percent premium, compared to those paid for the average mobile open exchange impression.

“We have seen a profound shift towards supply chain integrity and quality in 2017,” explained Rajeev Goel, co-founder and CEO of PubMatic. “We expect this trend towards quality and programmatic direct to continue in 2018 as advertisers increasingly demand higher standards for transacting. As an industry, we need to continue our efforts in giving buyers access to highly-engaged mobile audiences in a brand safe environment while providing sellers greater visibility and control.”

To check out the full Q4 2017 Quarterly Mobile Index report, click here.

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Mobile Marketing Watch

Tatango Acquires Plyfe to ‘Expand Mobile Communications Platform’

Tatango announced this week that it is officially acquiring New York based Plyfe, which enables marketers to create interactive mobile optimized experiences.

An industry leader in text message marketing software, Tatango says that the Plyfe team has developed revolutionary mobile experience technology that gives marketers “the ability to create personalized, simple mobile web experiences, without the need for a developer.”

With Plyfe’s software, marketers can easily create mobile optimized experiences such as a Personality Quiz, Swipe Left/Right (Tinder for anything), Trivia, Timed Trivia, Registration, Image Based Polling, Video Trivia, Video Polling, # Galleries, Sweepstakes, Leaderboards and more.

“We are very happy that the team at Tatango identified the advantages of Plyfe’s mobile optimized experience technology and the value it will bring to customers,” said Jeff Arbour, CEO of Plyfe. “Tatango is full of fantastic and visionary people and I’m confident that with this acquisition the Tatango platform will further establish itself as the leading text message marketing platform.”

Following the acquisition, we’re told that Plyfe’s technology will be integrated into the Tatango platform. By integrating this technology, brands will be able to send interactive mobile web experiences, through SMS, MMS or RCS messaging, which boasts a 99% open rate.

The post Tatango Acquires Plyfe to ‘Expand Mobile Communications Platform’ appeared first on Mobile Marketing Watch.


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