RCS is the legacy telcos ongoing attempt to try to somehow get into the messaging game that all of the Internet-based communications app are doing (WhatsApp, FB Messenger, Line, Kik, Skype, iMessage, etc.).<p>Basically, they&#x27;d like all their SMS revenue back!<p>Dean Bubley had a great analysis - &quot;Google + GSMA announcement on RCS is no gamechanger&quot; : <a href="http:&#x2F;&#x2F;disruptivewireless.blogspot.co.uk&#x2F;2016&#x2F;02&#x2F;google-gsma-announcement-on-rcs-is-no.html" rel="nofollow">http:&#x2F;&#x2F;disruptivewireless.blogspot.co.uk&#x2F;2016&#x2F;02&#x2F;google-gsma...</a>