Consumers don't think twice about sending a text, but behind the scenes, texting will get an overhaul when a new standard, Rich Communication Services (RCS), replaces the current SMS protocol. John Duffy, co-founder and CEO of mobile messaging solution provider 3Cinteractive, spoke with eMarketer's Rahul Chadha about the state of the switchover and what it means for marketers. Duffy was interviewed as part of eMarketer's September report, "Messaging Apps and Marketing 2018: Facebook Messenger, WhatsApp and RCS Help Brands Connect with Customers."