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Google’s long-and-winding road to figuring out messaging is taking yet another change of direction after the company called time on Allo, its newest chat app launch, in order to double down on its vision to enable an enhanced version of SMS.
The company told The Verge that it is “pausing” work on Allo, which was only launched as recently as September 2016, in order to put its resources into the adoption RCS (Rich Communication Services), a messaging standard that has the potential to tie together SMS and other chat apps. RCS isn’t new, and Google has been pushing it for some time, but now the company is rebranding it as “Chat” and putting all its efforts into getting operators on board.
Strategy - Allo - Team - Switch - Android
The new strategy will see almost the entire Allo team switch to Android Messages, according to The Verge.
In case you didn’t hear about it before, RCS is essentially a technology that allows basic ‘SMS’ messaging to be standardized across devices. In the same way that iMessage lets Apple device owners chat for free using data instead of paid-for SMS, RCS could allow free chats across different networks on Android or other devices. RCS can be integrated into chat apps, which is something Google has already done with Android Messages, but the tipping point is working with others, and that means operators.
Apple - RCS - Carriers - Messaging - Apps
Unlike Apple, RCS is designed to work with carriers who can develop their own messaging apps that work with the protocol and connect to other apps, which could include chat apps. Essentially, it gives them a chance to take part in the messaging boom, rather than be cut out as WhatsApp, Messenger, iMessage and others take over. They don’t make money from consumers, but they do get to keep their brand and they can look to get revenue from business services.
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