BARCELONA, Spain, Feb. 26, 2013 /PRNewswire/ -- SAP AG (NYSE: SAP) today announced the launch of the cloud-based SAP® Rich Communication Services 365 (SAP RCS 365) mobile service. For mobile subscribers, RCS makes services such as instant messaging, video and file sharing as simple and intuitive as sending a text message, and enables mobile operators to create new innovative services, respond to competition in today's expanding mobile ecosystem and increase potential revenue per subscriber. The announcement was made at Mobile World Congress 2013, being held in Barcelona, Spain, February 25-28, where SAP is located at Hall 7, 7C70. (Logo: http://photos.prnewswire.com/prnh/20110126/AQ34470LOGO) SAP RCS 365 enables the company to create a "pay-as-you-go/grow" model so that mobile operators can avoid both the complexity of deploying RCS within their networks and the capital expenditure traditionally associated with that approach. Removing the need for investment and resource-intensive changes to their core networks helps reduce time to market, enabling any operator to create innovative services. RCS is changing the way people communicate, tapping into how consumers use mobile to share their daily experiences with each other. Just as RCS makes it simple for consumers to communicate in a richer way, SAP RCS 365 enables operators to quickly establish themselves in this evolving market, excite their subscribers with new IP-based messaging services and capitalize on the underlying value of their network. "User behavior and expectations have dramatically changed with the emergence of smartphone and tablet experiences," said John Sims, president, SAP Mobile Services. "In today's evolving mobile environment, operators are being threatened by new competitors offering innovative IP-based services. They must respond by rethinking their business models and innovating new service offerings. SAP RCS 365 arms mobile operators to quickly and cost-effectively launch such services while the SAP IPX 365 mobile service allows them to be interconnected to our ecosystem of mobile operators around the world." To provide full RCS 5.1 capabilities, SAP selected Mavenir Systems, a leading provider of software-based networking solutions. The RCS offering builds on SAP's history of providing cloud-based solutions for mobile operators, ranging from SMS interconnection to next-generation IP eXchange (IPX) services.