Messaging as a Platform: The Future of Brand Communications. Tuesday 27 February 14:00 16:00

Transcription

1 Messaging as a Platform: The Future of Brand Communications Tuesday 27 February 14:00 16:00

2 Dr. Petja Heimbach Vice President Communication Products Deutsche Telekom

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12 Oscar Gallego Global Head of Smart Communications & Security Vodafone

13 Oscar Gallego Vodafone Group GSMA Mobile World Congress 2018 Vodafone RCS Messaging: Ready for Business

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15 Application to Person Messaging is evolving thanks to RCS 15

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19 Thank you

20 Peter Mossman Director of Production & Strategic Delivery ITV

21 Using RCS to build a better communications strategy. Peter Mossman Director of Production and Strategic Delivery, Interactive, ITV plc.

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24 What does ITV Interactive do?

25 Commission and deliver all interactive content across ITV programming where the outcome of that interactivity is critical to either the programme format or interactor themselves. Competitions In show Votes

26 Competition Stats 150+ competition events per year 5.73m unique entrants 5.37 average entries per unique 30.8m paid competition entries SMS

27 Vote Stats 64 vote events per year VOICE SHORT CODE 90+m votes cast per year

28 RCS is a very exciting development

29 SMS has been messaging is critical to our success in competitions.. 85% of competition revenue is generated by PSMS 43m+ Bulk messages sent per year for marketing and engagement (multiple messages per campaign) Average paid response rate average 15-20% per SMS marketing campaign Opt out rate average 0.30%

30 RCS - The potential to drive higher engagement.. Rich imagery and media to grab attention The art of conversation extending the brand relationship Making complex tasks simple Maintain the open rates of SMS ( 90+%) Existing marketing/spending relationship in SMS

31 The challenges we need to address OPT IN can we rely on existing SMS relationship Payments within RCS This cannot become another platform Making the experience too complicated Commercial model Always keep the end user in mind

32 Thanks Now time for the demo

33 Amir Sarhangi Head of Project Management RCS Google

34 RCS in 2018 RCS l Android Messages l Jibe

35 We re helping accelerate the industry s shift to RCS Native RCS Client (Android Messages) Hosted RCS Platform RCS Interconnect Hub RCS Business Messaging Platform Built on Universal RCS standards RCS l Android Messages l Jibe

36 2017 Themes Scaling and interoperability Making business messaging a reality Better messaging for every user RCS l Android Messages l Jibe

37 Last year 1B mobile subscribers *Hub-only RCS l Android Messages l Jibe

38 Today 1.9B mobile subscribers Mexico *Hub-only RCS l Android Messages l Jibe

39 Interoperability at every layer Live on 3rd party clouds Interoperable with 3rd party clients Europe and NA hubs live 40 messaging partners across regions in EAP RCS l Android Messages l Jibe

40 Last Year: Announced EAP featuring 2 brand demos at MWC RCS l Android Messages l Jibe

41 Today: Brands live on Sprint and Telcel as next step of EAP Weekly deals Shipping Live concierge Travel deals Health tips Shipment confirmation tracking RCS l Android Messages l Jibe

42 The impact of business messaging Better Transactions Greater engagement Higher conversion Deeper Relationships Deeper connections Greater loyalty Higher share of wallet New Products and Services Messaging as a platform to create new products and services RCS l Android Messages l Jibe

43 Better messaging for every user New compose Payments in US Smart Reply in US Web Coming soon RCS l Android Messages l Jibe

44 2018 Goal Deliver a great messaging experience for every Android user (across regions) RCS l Android Messages l Jibe

45 2018 Themes Double down on the messaging experience Get to full coverage in multiple countries Prove the value of business messaging RCS l Android Messages l Jibe

46 Let s see RCS business messaging in action! + + Come see us in the GSMA Innovation City RCS l Android Messages l Jibe

47 Thanks! jibe.google.com RCS l Android Messages l Jibe

48 Hussein Fazal CEO SnapTravel

49 Driving Commerce over a Rich Conversational Experience Hussein Fazal CEO at SnapTravel

50 SnapTravel drives millions of dollars a month in hotel bookings over a conversational experience. No Website. No App.

51 Creating a conversational experience The right blend of chatbot, human agents, and UI.

52 SnapTravel Live Demo SMS vs RCS

53 SnapTravel on SMS

54 SnapTravel on RCS

55 What a difference! How does this help drive commerce?

56 Common Use Case: Single Hotel Search

57 Single Hotel Search - Open Rate Lift

58 Higher Open Rate = More Customers in Funnel = More Bookings What about the rest of the funnel?

59 We are excited about RCS! Try it out: Tweet at Read more about RCS Business Messaging s impact on conversation commerce here

60 Amit Shah CMO Flowers

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62 Delivering Richness with Reach Engaging customers real time within a native messaging platform Enhancing customer experience with interactive, personalized, and relevant information Delivering the best possible experience without sacrificing reach

63 Road to Happiness: Post Purchase Engagements Most common engagements post transactions Order modifications Order status updates Enhanced customer experience Reduction in cost and workflow inefficiencies Repeated business

64 Demo

65 No Customer Left Behind: Delivering Richness with Reach

66 Sean Yoo Director of Product Innovation RCS Program Manager Samsung

67 Samsung RCS/MaaP Enabling powerful messaging experience Presented by Sean Yoo Samsung RCS Program Manager Director of Product Innovation, Samsung Electronics

68 The Trend 0 App Download per Month 1-2 App Downloads per Month 51% 24% *comscore MobiLens, June

69 Top 10 Apps with the Most Usage Time per Usage Usage Time per Device Usage per Device 4 Video Apps, 3 Game Apps, 1 Browser App, 1 Music App, 1 GPS App 5 Messaging Apps, 3 SNS Apps, 2 Video App, 6 Messaging Apps, 2 SNS Apps, 1 Call App, 1 Utility App *Samsung Electronics Big Data (2018 Jan)

70 Top 10 Message Apps Statistics Usage Time per Usage 1 mins 12 secs Usage Time per Device 7 hours 55 mins 33 secs Usage per Device times per month Top 10 Message Apps Statistics Average (Monthly) *Samsung Electronics Big Data (2018 Jan)

71 OTTs are leveraging its user base OTTs are concentrating on customer engagement on their channels. Messaging Video Calls Games E-Commerce Payments App Store Music Sub Fee Developer/Platform Voice Call Stickers Ads Taxi Food Delivery Sharing TV QR Codes URL Bar/Search BI Intelligence : The MESSAGING APP REPORT : How instant messaging can be monetized by Will McKitterick, Nov 12 th, 2015

72 So should we SMS has the biggest MAU compared to other OTTs 3.5B 1.3B 1.3B 938M 877M 300M 217M GSMA, Feb 2nd, 2018 RCS Update

73 Samsung MaaP (1/3) Samsung MaaP provides the complete package RCS CLIENT DEVICE UP Compliant Preloaded & on Hot Seat Open Device Support Works on non-samsung devices All in one IMS Stack Maximized HW compatibility NETWORK PLATFORM HUB UP 1.0 & UP 2.0 Certified Full IMS or IMS in a box Deployment Global Launch Compatible with other RCS clients Message as a Platform Chatbot Commercialization Digital Goods A2P Functionality RCS connection through HUB Signal normalization Local number portability & routing

74 Samsung MaaP (2/3) Native RCS MSG App GSMA Compliant Leverages world s 1 st Samsung devices to the fullest Saves on acquisition cost Fully GSMA compliant Takes advantage of device s HW & SW Fast time to market Fast device updates Source code open via GSMA website Optimized for MaaP Updates & Expansion

75 DEV WORKSPACE Samsung MaaP (3/3) Fast & easy chatbot onboarding experience Intuitive & easy to use Chatbot development and launch on the fly BUILT-IN TOOLS NLU integration for smarter conversation Chatbot converter Tailored for target marketing NLU Analytics

76 RCS Device Roll Out Plan Samsung will update and roll out devices with RCS capability * * Target # of devices to be RCS ready. MNO support required

77 Win-Win for the Industry For the industry, it is business as usual but with more abilities MNO VENDOR CREATOR Increase messenger app use Increase customer retention Global scale service Decrease cost Versatile messenger app Improve user experience Increased competitive edge More customer exposure Less customer acquisition cost Continue the provision of premium content/service Creating a new revenue stream for all industry stake-holders

78 THANK YOU

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