Strategy for the people building RCS, while the rules are still being written.
Erin Milandin
Principal, RCS Strategy Group
For over 16 years I've been building today's RCS ecosystem from both ends.
On the carrier side from 2010–2017: Drove global RCS standards and RCS product definition for four years at AT&T and led the original product launch at T-Mobile across the entire Android base.
On the platform side at Google from 2017–2026: Closed the North American carrier deals that moved a continent to a new messaging standard and orchestrated the launch of RCS for Business across U.S. carriers in 2025.
Is RSG the right fit for you?
RCS Strategy Group (RSG) is an advisory practice serving companies across the RCS ecosystem.
Each player needs its own strategy, and I can help.
From the inside
Built a 28-year telecom career across AT&T, T-Mobile and Google.
Championed RCS since 2010, laying carrier and platform groundwork for the growth now under way.
Led U.S. Carrier RCS Partnerships at Google and coordinated the U.S. launch of RCS for Business.
From launch choice to a standing relationship.
For carriers:
From confusion to monetization
After a long and bumpy road, RCS is suddenly here.
What I can offer
- Clarity. Understand your RCS opportunities and obligations. Actionable strategic insights and analysis for your C-suite, and practical help for the working-level teams that need to get the work done.
- RBM go-to-market. Guidance for cross-functional teams seeking to monetize RCS.
- Carrier first-party RBM. Use RCS to improve your own high-ROI messaging-based customer care and base marketing journeys.
For the companies that power RCS:
Find the market path before the window narrows.
Platforms, aggregators and CPaaS providers, messaging vendors, registries, verification providers and messaging apps.
Choose where to compete and how to enter.
What I can offer
- Market and competitive reads
- Partnership and channel builds
- Go-to-market strategy
- New-market and regulatory entry maps
- Interoperability and carrier-adoption insights and strategy
If your company has serious RCS aspirations, reach out and we'll have a quick chat to see how I can help you. Often, I can provide a few crucial pointers and a referral to a specialist or connection you need. I have a deep RCS network and enjoy facilitating connections that move the ecosystem forward.
Senior judgment, scoped in the first conversation.
One conversation
What problem are you trying to solve?
A scoped fit
We define the work together, so it fits what you need.
A standing engagement
Typically three to six months. Long enough to make real progress, short enough to stay focused.
No handoff to junior staff
You work with me directly, from start to finish.