On 26th September 2019 rdcom held the first Italian RCS roundtable in conjunction with the Mobile Ecosystem Forum (MEF). The roundtable brought together some of the biggest players in the Italian mobile sphere. This included the Italian mobile network operators, leading figures from industry bodies and associations, and a hand-picked selection of Italian enterprises.
The event was designed to increase awareness of Rich Communication Services (RCS) in Italy and showcase the exciting possibilities that the channel provides for both brands and end users. As part of the event, rdcom identified some key speakers and organisations that we wished to include in the day and our speakers did not disappoint!
The event began with a morning of presentations to introduce our participants to RCS and to highlight how it could be utilised by brands to increase customer engagement, retention and generate increased amounts of revenue. Highlights of the morning included an introduction to RCS and the day itself by the CEO of rdcom, Daniele Poerio, and the CEO of MEF, Dario Betti.
This was followed by Fabian Teichmueller, Head of Communication Products Partnerships for DACH, Central, Eastern and Southern at Google, presenting and discussing how to scale RCS and offer innovation for end users. Fabian then presented some use cases for the channel and how it could be used for a variety of industries.
Head of Communication Products Partnerships for DACH, Central, Eastern and Southern at Google
Catherine McGuire, the GSMA’s RCS Ecosystem Engagement Manager, then spoke about the global status and adoption of RCS; this detailed how the channel was currently faring across the globe and areas where adoption is expected in the medium- and long-term future.
GSMA’s RCS Ecosystem Engagement Manager
Marta Valsecchi from the Politecnico di Milano then gave the audience an overview of the Italian digital marketing landscape, including current trends and those than we are likely to see in the future. This helped to further demonstrate the potential that RCS offers to brands and why it needs to be included within digital marketing strategies as its rollout across the Italian peninsula continues.
GSMA’s RCS Politecnico di Milano
The Founder of Mobile Squared, Nick Lane then provided a detailed forecast for RCS and SMS with a focus on the Italian market. Again, this was a highly interesting presentation that showcased the potential for RCS in the Italian market.
GSMA’s RCS Mobile Squared
The afternoon session was reserved for the network operators and messaging aggregators to discuss the adoption of RCS and how to work better to ensure user adoption during the roll out of the channel. The afternoon session also included presentations from Vodafone representatives based in the UK, discussing the roll out there and highlighting relevant use cases that were of great interest to the audience.
Overall the event was a huge success and helped to increase awareness of the exciting channel in advance of the roll out in the Italian market and further cemented rdcom as the leading Italian authority on RCS in Italy.
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Thomas Ward
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