The search giant has decided to pause its attempt on Allo Messaging App on both Android and iOS devices. The company switches its focus on updating its native Android Messaging app with features based on Rich Communications Services (RCS) protocol instead, while continuing its attempt to push the technology for broad carrier adoption.
As a start, almost all of Allo's team has been transferred to a group that works on Android Messages. Here, Google wants to have more RCS features built into it, in order to bring the app comparable with popular messaging apps like Facebook Messenger and WhatsApp.
This attempt is seen a setback for the company, which has a dream of creating one sophisticated but easy-to-use app for messaging. .But its attempts and the many apps it has, failed to really get the traction they need to thrive.
Allo was launched in September 2016. At the time, Google boasted it as a chat app powered by Google Assistant, which supports conversation-powered chatting, and allows users to ask questions and get answers, without the needs to leave a conversation.
For example, users can carry out tasks like getting flight information or reservations directly from the app, as the company noted.
Allo also enables users to communicate with others using photos, stickers, emojis and other features beyond plain text.
But still, Allo didn't get the attention it needs. Previously, Google has tried with Google Talk, an instant messaging app that the company discontinued in 2013. There was also Google Hangout, a video call, phone and messaging app that replaced Talk, just before Allo showed up.
So here, Google multiple attempts didn't bring significant results for the company.
It's complicated as the company has spent nearly a decade trying - and failing - to fix these issues with poorly supported apps. This is considering the chat market as an already a crowded space, but with only a handful that really nailed the industry.
SMS is considered an ancient technology. And the chat industry is where Google has less influence and power to keep up.
This is why Google is betting on something else. RCS is an attempt by Google and several other companies in the mobile industry to update the standard SMS text messaging apps with features like video sharing, group messaging, chat receipts and typing indicators.
These features have been part of over the top (OTT) messaging apps like WhatsApp and Facebook Messenger, but are absent on native SMS apps from Android and carriers.
RCS is meant to set the standards for enabling the next generation of SMS and multimedia messaging service (MMS) apps.
Although the GSM Association is officially in charge of the standard, it is Google that has been at the forefront of this effort as the company accelerates the adoption of RCS.
For example, Google offers carriers an RCS Cloud and Hub that they can use to launch RCS services quickly.
So instead of competing in a market where it has no power to win, Google is trying to change the rules of the game, on a global scale.