The GSMA made a series of announcements about Rich Communication Services at last week’s Mobile World Congress, including the creation of a new consumer-facing brand called joyn. Rich Communication Services - also referred to as Rich Communication Suite, Rich Communications and RCS - refers to a combination of voice and messaging services. For example, a customer could share photos or documents while making a voice call.

Anne Bouverot, Director General of the GSMA, said “There is clear consumer demand for enriched messaging and voice services, and Rich Communications provides mobile network operators with solutions to address these consumer needs, as well as paving the way for future, innovative IP-based voice and messaging services. These services will be delivered to consumers in a seamless way and with the level of innovation, quality of service and attention to privacy that they have come to expect from their mobile operator. joyn will act as a mark of assurance to customers that they will have simple and direct access to enriched voice and messaging services wherever they are and whatever network they are using. Our key message is: it’s just there, it just works.”

The joyn brand has been created to show users that a device is RCS enabled, which means it will automatically offer ways to share conversations or information with contacts via chat, video, calls or files.

A number of device makers, network operators and infrastructure vendors have already indicated their support for RCS standards. Devices, networks and services will have to complete interoperability testing and pass a certification process in order to use the joyn  brand. Commercial launches are expected in Spain from summer 2012.