#Business Messaging

Bouygues Telecom commits to deploying RCS in France

02/11/2021

5 min

After several decades of good and loyal service, SMS is giving way to its successor: Rich Communication Services (RCS). To highlight the functionalities and advantages of this innovative technology, af2m organized a webinar for businesses on October 20.

RCS is considered the natural evolution of SMS. This enriched messaging service combines the simplicity of an SMS with the advanced features of messaging applications like WhatsApp, iMessage, or Messenger. Already adopted by over 500 million Android users worldwide, RCS offers businesses a unique opportunity to reach a large audience while integrating interactive content (videos, sounds, clickable links, emojis, etc.) and collecting key analytical data. In France, over 40 brands already use this channel to strengthen their interaction with their customers.

"RCS marks the beginning of a new era: that of super-applications dedicated to customer relations. These platforms will integrate various interactions with consumers' favorite brands and will gradually replace traditional applications. We are entering the era of RCS first."

Renan Abgrall

President of af2m - Director of the Value Factory

To encourage businesses to explore the many possibilities offered by RCS, af2m launched the “RCS Challenge.” This competition invites French brands to design the best marketing campaign using RCS. Participants have until November 31 to collaborate with their aggregator partner and submit their project to af2m. The three winners will benefit from operator communication costs covered for their campaign.

af2m brings together the main French operators, including Bouygues Telecom, as well as content publishers. This cooperation aims to develop universal solutions accessible to all French people.

Since its creation in 2005, the association has introduced several innovations that have become integrated into users’ daily lives:

The purchase of transport tickets via SMS, now available in 39 French cities.
Micro-donations by SMS, which quadrupled during the lockdown period.
Operator bill payment, allowing customers to make online purchases without disclosing their banking information.

According to Renan Abgrall, President of af2m since June 2021, telecom players must draw inspiration from digital trends to continue innovating. He emphasizes that it is through close collaboration that they will be able to offer solutions adapted to everyone’s needs.

In parallel, Renan Abgrall holds the position of Director of the Value Factory at Bouygues Telecom since 2014, where he oversees the diversification of the company’s revenues.

The Value Factory’s mission is to develop Bouygues Telecom’s future revenue streams. It relies on digital solutions that it designs and markets with the help of its network of 200 partners.

This entity collaborates closely with its clients to offer them innovative solutions and economic models adapted to their needs:

Targeted advertising on TV and mobile to optimize performance.
Mobile marketing via SMS or RCS to strengthen customer loyalty.
Operator bill payment to simplify service monetization.
Partnerships with Bouygues Telecom to expand their customer base.
Digital trust solutions to secure customer journeys.

At Bouygues Telecom, we are committed to supporting our partners by offering them services adapted to their digital uses. We diversify our activities to put technology at the service of human relations.