The GSMA has announced that the latest specifications for RCS include support for end-to-end encryption using the MLS (message layer security) protocol.
This is exciting news for a significant number of users in North America, where carrier-based messaging like SMS or RCS is widely used, as well as in places where it is less common. The assurance that messages are encrypted is crucial.
It is important to note that while the implementation is not in place yet, the capability exists for Google and Apple to incorporate it. Both companies have indicated in separate statements to The Verge that they intend to introduce the changes in the near future.
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This development is particularly significant, possibly more than we recognize. Following the implementation of RCS for the iPhone without any encryption, the governments of the U.S., Canada, Australia, and New Zealand issued a joint warning advising against its use and recommending encrypted services like WhatsApp instead. Statements like these are not made lightly.
Once Apple and Google properly implement these changes, users may comfortably return to using a single app without concerns. Alternatively, the widespread appeal of services like WhatsApp may have already won them over. Regardless, both companies will continue to promote their service as superior while diminishing the other.
For Apple and Google, this was never solely about encryption or RCS. It was always about securing user loyalty to their platforms.
We do not require trial evidence to understand this, but it confirms that Apple (in this case) will go to great lengths to utilize iMessage to deter people from switching to Android. Google will do the same, offering messaging services that are comparable to an iPhone while leveraging various software services to retain users.
User retention is vital for both companies. Apple generates revenue from selling products and services, offering high-quality products that command premium prices yet are still highly desired. On the other hand, Google’s Android is instrumental in attracting users to Google services, aligning with its core business model where user engagement translates to profits.
Numbers are crucial to the bottom line for both companies.
Apple and Google are both committed to retaining users on their platforms.
The real question is, now that encryption is no longer a concern, what additional features will Apple and Google incorporate into their messaging apps to further engage users? This could lead to innovative features that integrate messaging with other apps and services, or it could result in less appreciated additions like a new set of stickers.
A seamless integration with services like YouTube could create an intriguing messaging platform if executed effectively, as long as users have the option to opt out. Messaging apps could be reimagined as a version of Google Plus that users actually desire to use.
Similarly, Apple could explore integrating its AI services with iMessage in novel ways, attracting iOS users to try out the new features. If successful, users will continue to use the app.
One thing is certain: both companies will persist in persuading users why their products are essential and why their competitors are lagging behind.