After years of trying (and failing) to create its own messaging platform to compete with the OTTs, Google has herded together Android device manufacturers to create a new carrier-based service: Chat.
The idea here is simple. According to The Verge, Google will attempt to create a new messaging platform by evolving the already existing Android Messages, incorporating now common features such as read receipts, typing indicators, full-resolution images and video, and groups, based on a standard called the ‘Universal Profile for Rich Communication Services’. Google tried to compete with the likes of WhatsApp and Telegram with an OTT service, but now it has given up. And to be honest, improving the current messaging default on Android devices is a pretty sound idea.
What is worth noting is that this will not be a Google service, though the internet giant will take credit for harmonising the ecosystem. Strategically this is a very important development for the firm, it was one of the more vocal contributors to the new standard, as it looks to retain the strangle hold on the communications world. The key world here is harmonization, as this is the very reason OTT messaging platforms took off.
RCS was supposed to be the successor to SMS, though due to the inability of carriers or handset manufacturers to create compatible services based on the ‘standard’ it was a disaster. SMS was terrible, and the industry couldn’t come together to create an agreed path forward. The door was opened for the OTTs to offer a service which was designed with everyone in mind. With Chat, Google is seemingly hoping to correct mistakes of the past by creating a messaging platform which actually works for every Android user.
This is a modernization of the messaging service which is already on many Android devices as the default. Not only will it look like a modern messaging service, but messages will also be sent with your data plan. It puts the service in-line with the more popular platforms on the market, though end-to-end encryption will not be a feature. This might be a bit of an own-goal by Google, as recent events have shown the world is sensitive to privacy and security.
Whether Google is able to wrestle users away from the popular WhatsApp platform remains to be seen, though this is an announcement which is long overdue. Android Messages looks like a service which was designed for feature phones and no-one at Google could be bothered to update it. It’s boring, slow, clunky, uncreative and limited. When you look at how messaging platforms have evolved over the last couple of years, Android Messages reminds you of the sports superstar from school, who peaked at 16 and is attempting to live off past glories. It’s a bit sad more than anything else.
Alongside the introduction of now-common messaging features, Google will also introduce its virtual assistant to the platform and also GIF searches, explaining the acquisition of Tenor last month. GIFs are becoming an increasingly popular way to communicate, as younger generations continue to find new ways to avoid talking to each other. The company said it has more than 12 billion searches every month, which is likely to increase.
Despite the popularity of WhatsApp and Facebook Messenger, you have to remember Android Messages is a default service on the vast majority of Android devices in the market. It is a constant for Android users and presents a very useful opportunity for Google to regain control of the messaging world. The opportunity to be relevant has always been there, so we are quite surprised it has taken the internet giant this long to do anything about it. Why did it spend so much time trying to create something new, when it could evolve?
Another interesting area to consider is that while the OTTs apps are incredibly popular, there are still users out there who use SMS. Anil Sabharwal, who will be heading up the area, estimates 8 trillion SMS messages are sent every day. This is still a massive user base to care for, but we wonder whether the majority of these are based in developing markets. Reconverting the digitally-evolved markets much be a tricky task. Google will also have to think of a way to convert iLifers onto the platform, otherwise it is unlikely to be more than a footnote on the continued dominance of WhatsApp.
Right now Android users have nothing to think about. There is no need to download new apps, the service will be turned on inside the current Messages app dependent on each carrier, which Google hopes will be by the end of the year.