While market uptake of OTT messaging has been augmented by perception that such services are free, these rely on a data connection and without SMS to fall back on when connection is down, they risk a perception of service degradation. If operators can successfully combine the reach, reliability and simplicity found in SMS with a rich user experience offered by new OTT applications - this presents a powerful opportunity to shake up the messaging space and ensure ownership of it by embracing standards such as the GSMA's Rich Communication Suite (RCS) initiative.
So, we must say, it has been a successful two decades as we now look to what can be done to evolve and enrich this successful communications channel. You never know, we may be celebrating the 40th anniversary of messaging in 2032.
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