The document discusses Rich Communication Services (RCS) and its role in enabling omnichannel customer engagements through mobile business messaging. RCS is presented as the evolution from SMS, providing richer multimedia capabilities while maintaining SMS's global reach and trusted brand. RCS Business Messaging allows brands to have interactive conversations with customers directly in messaging applications. Early field launches of RCS Business Messaging show increases in customer engagement metrics like click-through rates. The document demonstrates how RCS can support use cases like e-commerce and data monetization.

1. mavenir.com
Rich Mobile Business Messaging
The Evolution from SMS to Universal Mobile Messaging (RCS)
and its role in enabling omni-channel customer engagements
Carlos Aragon
Sr. Marketing Director
Enterprise Solutions

2. Agenda
• About Mavenir
• The Change in Customer Habits
• Leveraging the success of SMS as a customer engagement tool
• RCS: the evolution of SMS
• RCS Business Messaging (RBM) Availability
• RBM Proof Points from Early Field Launches
• RBM Use Cases and Demos:
– E-Commerce
– Data Monetization
• Q&A
2Copyright Mavenir 2019

3. About Mavenir — Market Leader in Mobile Messaging
3
250
MNO
Customers
Worldwide
Messaging
Subscribers
Globally
3B
60%+
SMS
Market Share
RCS
Market Share
RCS
34%13
Active RCS
Deployments
RCS
Source: Mavenir — Based on GSMA Operator Subscribers | June 2018
RCS LAUNCHED BY
WITH
MOBILE
OPERATORS74
MONTHLY ACTIVE USERS
237mn
Copyright Mavenir 2019

4. Customer Habits Are Changing
4
Source: Ovum, “Get It Right: Deliver the Omni-Channel Support Customers Want” (survey of consumers ages 18-80 in Australia, Europe, New Zealand and USA)
Customers who
use the web to find
information before
calling the contact
center
72%
Customers who
consider automated
telephony systems
to be annoying
50%
82%
of customers
stop doing
business with a
brand following
a bad
experience
60%
53%
29%
21%
0%
10%
20%
30%
40%
50%
60%
70%
EASIER
ACCESS TO
DIGITAL
SUPPORT
CHANNELS
FASTER
AGENT
RESPONSE
TIMES
CONSISTENT
CUSTOMER
EXPERIENCE
ACROSS
CHANNELS
FASTER
ACCESS TO
LIVE SUPPORT
If you could choose two things for
organizations to improve customer
service, what would it be? (select two)
Copyright Mavenir 2019

5. Guidelines for a Successful Customer Engagement
5
Focus is on Easy!
67.8% of consumers think the easier a
customer service interaction is, the more likely
they are to engage with the brand again1
BT customers who had an easy service
interaction were 40% less likely to churn2
Customers Prefer Messaging
Messaging (on social media) outperformed phone by 4:1 and email and
self-service by 2:1 according to BT’s “Net Easy” scores2
Messaging combines the in-the-moment speed of chat with the
asynchronous convenience of email.
Customers Avoid Calling
58% of a company’s call volumes are from
customers who first tried to resolve their issue
using a digital channel3
Customers Hate Deflection
Focusing on first contact resolution is irrelevant
if you only offer it over the phone4
Deflecting customers from one channel to
another damages the relationship, while
increasing complexity and expense4
1 Conversocial Inc., Social Effort Report: Unlocking Value with Effortless Social Customer Service, 2017
2 IPA Social Works, BT Customer Services: Social Media helped BT improve service and cut costs
3 Effortless Experience (Matt Dixon, Nick Toman and Rick DeLisi) — ISBN: 978-1591845812
4 Message Me (Joshua March) — ISBN: 978-1543933710
Chat Has Many Challenges
Chat is great if you’re sitting at your desktop computer but requires
constant attention—and if you lose your session you have to start all
over again.4
If you resolve an issue and it reappears, you also must start all over
Is Mobile Messaging Ready to Answer These Challenges?
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6. SMS: The Largest Global Messaging Platform
6
200
203
255
260
300
783
1000
1300
1500
4000
Telegram
LINE
Snapchat
Viber
Skype
QQ Mobile
WeChat
Facebook Messenger
WhatsApp
SMS
Messaging Apps by Monthly Active Users (in millions)
831 million MAU
130 live networks1
BY Q1 2020
BY MID 2019
By Q4 2018
Q1 2016
237 million MAU
74 Mobile Operators
30 million MAU
308 million MAU
110 live networks1
SMS remains
the world’s
largest
platform with
4 bn
MAUs and
2 tn
messages
exchanged in
2017
SMS-based B2C market is worth USD $60 billion
RCS
1 Source GSMA RCS Business Messaging Lab, Feb 2019Copyright Mavenir 2019

7. The SMS Tradeoff for Marketers
7
Antiquated End User Experience
BUT
Global Reach
Trusted Channel
• 90+% open rate
• 25-45% response rate
• 95% Read under 3 min
Copyright Mavenir 2019

8. What Brands Value on a Mobile Messaging Channel
8
SMS
Reach and Open/Response Rates
Easy Pricing & Predictable Costs
Security and Reliability
Easy Access/Onboarding
Rich Channel
UX Control
Spam and Fraud Control
Analytics
How can we
keep these
advantages…
…while filling
all these gaps?
Copyright Mavenir 2019

9. What Brands Value on a Mobile Messaging Channel
9
SMS RCS
Reach and Open/Response Rates
Easy Pricing & Predictable Costs
Security and Reliability
Easy Access/Onboarding
Rich Channel
UX Control
Spam and Fraud Control
Analytics
Copyright Mavenir 2019

10. Rich Communication Services (RCS)
10
What is RCS? Already Here! Seamless Evolution
• Standardized Evolution of SMS
• Full Multimedia Capabilities
• Carrier-grade, built into device
• Cross networks, cross devices
with RCS Universal Profile
• Fallback to MMS/SMS
• Designed with businesses and
brands in mind
237M
MAU 4Q2018(1)
831M
MAU by 1Q2020(1)
74
Operators(1)
130
Countries(1)
Android
Messages
(Built into Android8.0)
Samsung
Messages
(All new Samsung Phones)
Built into Android devices
released in 2018
• It’s similar to the transition from
Black&White to Color TV1
• Today’s 4B SMS users will be
seamlessly converted to RCS
over time
1Dr. Petja Heimbach – VP Communications Products – Deutsche Telekom1 Source: GSMA
SMS
RCS167 M
4 Bn
2018 2019 2020 2021 2022
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11. RCS Business Messaging: The Upgrade SMS Needed
11
Leveraging the SMS Legacy of REACH, TRUST, UBIQUITY
Interactive Buttons
Rich Media
Embedded
Brand Identity
Built In QR Codes
Video and Images
Delivery
Notifications
Typing
Notifications
Content Built Into
Messaging UX
Suggested
Responses
Copyright Mavenir 2019

12. Evolving from A2P
12
SMS Subscribers
(341M in US)
• Limited Reach
• Multiple integration points
• Explicit opt-in required
• Cost of acquisition around
$5/sub (coupon, gift, etc.)
Brand X
Subs
(4M)*
SMS A2P RCS A2P
Addressable Market?
Not even 5% of the brands opt-in subs.
* Drawing not to scale
MNO1
11M RCS
MaaP Subs
MNO2
2M
Brand X
Subs
(4M)
Copyright Mavenir 2019

13. Turning the Tide from A2P to P2A
13
Brand
US RCS
MaaP Subs
(11 Millions
of subs)
Addressable Market?
All of them!
P2A Opens Brand’s Reach
• Extended Reach
• Implicit opt-in
• Option to opt-out
Copyright Mavenir 2019

14. Customer Journeys Start with a Search
14
Search
Engine
36%
Amazon
49%
Other
15%
Where do you begin your
product search?
Source: Kleiner Perkins: Internet Trends Report 2018
RCS
Easy access to brands
from messaging application
means less friction, and
can deliver faster results
than other channels
Today, if you start a new business in China,
you don’t put up a website first—you open
an official WeChat account. WeChat is the
web.
– Ted Livingston, CEO, Kik
Model already proven
by WeChat in China
Copyright Mavenir 2019

15. RBM As a Response to Application Fatigue
15
One Application Per Brand All Brands Inside One Application
No apps to install/uninstall – Just start/delete the conversation!
FROM TO
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16. Enhanced Security over SMS
• RCS Business Messaging provides
a secure channel
• RCS is built on 3GPP IMS Network
Standards:
– Network-level encryption for
signaling and media
• Governed and Managed by MNOs:
– Regulatory compliance
• Added business security
mechanisms:
– Sender Verification (brand and bot)
– Secure P2P communication
16Copyright Mavenir 2019

17. How Is This Done? — Messaging as a Platform (MaaP)
17
• A mediation layer that allows
communications between 3rd party
businesses (brands) and customers
• Abstracts the network complexity
by means of APIs
• Provides access to 3rd party
enablers for the brands. E.g.:
– Chatbots
– Natural Language Processing
– Artificial Intelligence
– Stickers/Paid Content
– Mobile Payments
RCS SMS/MMS
Other
(e.g.: Facebook,
Apple Business
Chat)
MaaP
Consumers
Aggregators
Brands
APIs
APIs
APIs
Enablers
Chatbots NLP AI
APIs
MaaP is the key enabler of
RCS Business Messaging
Copyright Mavenir 2019

18. RBM is an Ecosystem Play
18
Multiple Players Involved:
• Aggregators
• Integrators
• Bot and App Developers
Mavenir runs an RBM Partner Program:
• Certification with Mavenir’s RBM Solutions
• Training and Technical Support
• Access to Mavenir’s RCS MaaP Lab
• Access to data rewards capabilities with
Mavenir’s Ad-Sponsored Messaging
Copyright Mavenir 2019

19. RCS Availability in North and Central America (Mid 2019)
19
FULL
MULTIPLE MNOs
SINGLE MNO
Copyright Mavenir 2019

20. RCS Business Messaging is Showing Results
20
P2A RCS Messaging
Chatbots added to Messages in select
devices with key brands.
Commercially live in 3 countries:
• UK & Italy (July)
• Spain (August)
100% coverage of Android base
7x uplift in click-through rate for
external campaigns*
13x uplift in click-through rate for
internal campaigns*
8x uplift in activation rates*
* Compared to SMS
10x uplift in click-through rate when
image is added to A2P message*
AT&T
+68% in the number of unique
users engaged*
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21. RBM Enriches Any Business Use Cases
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22. Use Case Demos
Conversational Commerce and Data Monetization
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23. Q&A
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24. Copyright Mavenir 2019. Proprietary and Confidential. mavenir.com
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