Deutsche Telekom launched the joyn messaging service in Germany today. It is hardly the first carrier to do so; Telefonica, Vodafone, MetroPCS, and SK Telecom have already launched such services. But Deutsche Telekom’s launch gives me the chance to point to an opportunity for joyn that has not been talked about a lot so far.
Rich communication services (RCS), which is marketed as joyn, is a joint-service initiative between carriers and handset manufacturers that empowers people to combine ways to be in touch with contacts in their address book: talking, chatting, and sharing videos, photos, and files. For the most part, joyn is aimed at consumers. Joyn is usually seen as a carrier response to counter the threat to traditional revenues from OTT providers like WhatsApp. I believe, however, that the real potential for joyn is in the business arena. Joyn is hardly going to generate any direct revenues for carriers. It’s the potential of joyn as a platform for interactive social engagement that is more interesting:
Businesses confront a major shift in communication behavior. Businesses are dealing with the impact of changing systems of engagement and the implication of mobility and big data in the business environment. Social media services, including chat, video sharing, and file exchange, are experiencing rapid uptake. But these emerging systems of engagement depend on an underlying communications infrastructure. The successful CIO will embrace the trend of interactive social engagement and turn it into a competitive advantage for his business.