RCS advertising set to generate $52bn by 2028
A new report on the financial projections of Rich Communication Services (RCS) says the new messaging technology will generate $52.2bn for mobile operators globally by 2028.
The study by Out There Media, a global leader in mobile advertising and data monetisation, and the business messaging intelligence experts, Mobilesquared, says brands will divert billions of dollars away from digital banner advertising and redirect it towards mobile-operator led RCS campaigns.
Until now, many companies have relied on digital banner advertising which yields poor returns on investment. According to data, the service has a 0.1% ROI, which means that for every $1mn invested, only $1,000 derives value for brands. Failing to divert funds from digital banner adverts, will, says the report, lead to $917.2bn of wasted investment by 2028.
RCS presents an opportunity for mobile marketers seeking to increase returns on digital advertising because it offers the same level of interactions as other popular apps such as Facebook Messenger and WhatsApp.
Data suggests 61% of smartphone users will access RCS by 2028. Approximately 700mn users will utilise the service by the end of 2020 and this number is set to increase to 5bn in the next eight years. This will make RCS the single biggest medium in the world, twice the size of the addressable audience that Google and Facebook can currently reach.
, CEO and Co-Founder, Out There Media said, “Brands are waking up to the chronic waste that surrounds the average digital advertising campaign. Consumers are growing increasingly tired of Facebook, Google and other digital platforms due to concerns over data privacy, and inaction regarding hate speech, ad fraud and disinformation.”
She continued: “This is being reflected by the poor levels of brand engagement and the ROI their platforms offer brands. The digital advertising world is desperate for a compelling alternative to the Facebook and Google duopoly. RCS is it; it is the alternative for brands that are no longer willing to spend millions on digital advertising and see poor returns.”
The report suggests that by 2022, RCS will generate $1.5bn from the natural evolution of brand spend from SMS to RCS. This popularity of the service will continue to grow and by 2024, RCS revenue will increase to $11 billion as brands also adopt the channel for P2A customer care, starting to supplement, and eventually replace, call centre voice solutions with RCS chatbots.
Trikalitis explains, “We will start seeing brands diverting media spend to RCS this year and this will increase dramatically in 2021 and beyond. This is great news for mobile operators who are pivotal in the delivery of successful RCS campaigns for brands—they have the reach, the scale, and first-party deterministic data to really ensure maximum ROI from campaigns.”
She adds, “As operators view to monetise their 5G investments and race to create new streams of revenue amidst a backdrop of flattening ARPU and increasingly squeezed bottom lines, ensuring they are able to benefit from this migration in digital spend could be key to their future success.”
Nick Lane, Chief Insight Analyst, Mobilesquared, believes the service presents businesses with another option for direct marketing that is proven to deliver greater returns.
“RCS is a really exciting opportunity for consumers, brands, agencies and mobile operators. Brands can no longer waste vast swathes of their digital budget on ineffective channels,” he said, adding, “Mobile operators need to deliver a rich messaging experience to their subscribers and remain a central in the messaging landscape, otherwise they face the risk of losing this massive opportunity to the likes of WhatsApp and other challenger messaging apps.”
Smartphone cameras or DSLRs?
Although smartphones can be used for several everyday activities such as scrolling through social media, checking emails, and texting, their compact size and ease of access have meant that many people are using them as their primary cameras. But which smartphones have the best cameras, and how do they compare to the more traditional Digital Single Lens Reflex (DSLR) cameras?
The best smartphone cameras
The quality of smartphone cameras has improved significantly over the years with each new phone being equipped with a higher MP rating and HD resolution. Below are some of the best, according to Expert Reviews.
- “Best” phone camera 2021: Samsung Galaxy S21
Expert Reviews has voted Samsung’s Galaxy S21 as the smartphone with the best camera for taking photos. It describes the phone’s zoom capabilities as “second-to-none”, offering a 30x zoom rat, and the phone itself is equipped with a 12MP camera capable of capturing images rich in detail in well-lit environments.
- “Best” phone camera for videos 2021: Apple iPhone 12 Pro Max
While it is one of the most expensive smartphones on the market, the Apple iPhone 12 Pro Max is still capable of providing crisp, detailed photos and videos in 4K at 60fps. Equipped with three rear cameras, the main camera features the first-ever sensor-shift stabilisation for a smartphone. This makes videos more stable and can iron out shaky movements. The main camera consists of a 12MP unit with a wide f/1.6 aperture. The other two cameras are similar to the previous generation, with a 12MP (f/2.2) 2.5x telephoto zoom camera with optical image stabilisation (OIS).
- “Best” camera for portrait photography 2021: Google Pixel 5
The Google Pixel 5 features a similar 12MP rear camera to the previous Google smartphone and has an f/1.7 aperture sensor with both optical and electronic image stabilisation. The main feature of the Pixel 5, however, is its ability to take crisp, clear photos in portrait orientation. Photos are clear and show definable, detailed edges around the subject.
Smartphones vs. DSLRs
In a test between the cameras found on smartphones and full Digital Single Lens Reflex (DSLR) camera, one of the overriding comparisons between the two would be ease of access. DSLRs require bags to be carried in, spare batteries, and several different lenses for different shots, and lens covers to protect them. This means that they aren’t necessarily as easy or quick to set up as a smartphone.
This is part of the reason why smartphone manufacturers have increased their focus on cameras. People seem to prefer to use their smartphone for a photo or selfie instead of a DSLR because they are easier and quicker to prepare. As the famous saying goes: “The best camera is the one you have with you”, which, most of the time but not all, is your phone.
Another advantage for the smartphone over DSLRs is the photo upload process, which using readily available cloud services, is easier and faster to do on a phone than with a full camera.
Smartphone camera quality is also on a par with that of a DSLR-based camera. Thanks to the ability to put high-resolution pixels into smartphone cameras giving high levels of detail, smartphone cameras can take photos that are just as high quality as a professional alternative.
While the use of DSLRs doesn’t seem to be going away, it is definite that smartphones are catching them, and could one day become the new way of taking a photo.