Messaging as a Platform: The Future of Brand Communications Tuesday 27 February 14:00 16:00
Dr. Petja Heimbach Vice President Communication Products Deutsche Telekom
Oscar Gallego Global Head of Smart Communications & Security Vodafone
Oscar Gallego Vodafone Group GSMA Mobile World Congress 2018 Vodafone RCS Messaging: Ready for Business
Application to Person Messaging is evolving thanks to RCS 15
Thank you
Peter Mossman Director of Production & Strategic Delivery ITV
Using RCS to build a better communications strategy. Peter Mossman Director of Production and Strategic Delivery, Interactive, ITV plc.
What does ITV Interactive do?
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
Competition Stats 150+ competition events per year 5.73m unique entrants 5.37 average entries per unique 30.8m paid competition entries SMS www.itv.com/comps
Vote Stats 64 vote events per year VOICE SHORT CODE 90+m votes cast per year
RCS is a very exciting development
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%
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
The challenges we need to address OPT IN can we rely on existing SMS relationship Payments within RCS This cannot become another email platform Making the experience too complicated Commercial model Always keep the end user in mind
Thanks Now time for the demo
Amir Sarhangi Head of Project Management RCS Google
RCS in 2018 RCS l Android Messages l Jibe
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
2017 Themes Scaling and interoperability Making business messaging a reality Better messaging for every user RCS l Android Messages l Jibe
Last year 1B mobile subscribers *Hub-only RCS l Android Messages l Jibe
Today 1.9B mobile subscribers Mexico *Hub-only RCS l Android Messages l Jibe
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
Last Year: Announced EAP featuring 2 brand demos at MWC RCS l Android Messages l Jibe
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
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
Better messaging for every user New compose Payments in US Smart Reply in US Web Coming soon RCS l Android Messages l Jibe
2018 Goal Deliver a great messaging experience for every Android user (across regions) RCS l Android Messages l Jibe
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
Let s see RCS business messaging in action! + + Come see us in the GSMA Innovation City RCS l Android Messages l Jibe
Thanks! jibe.google.com RCS l Android Messages l Jibe
Hussein Fazal CEO SnapTravel
Driving Commerce over a Rich Conversational Experience Hussein Fazal CEO at SnapTravel
SnapTravel drives millions of dollars a month in hotel bookings over a conversational experience. No Website. No App.
Creating a conversational experience The right blend of chatbot, human agents, and UI.
SnapTravel Live Demo SMS vs RCS
SnapTravel on SMS
SnapTravel on RCS
What a difference! How does this help drive commerce?
Common Use Case: Single Hotel Search
Single Hotel Search - Open Rate Lift
Higher Open Rate = More Customers in Funnel = More Bookings What about the rest of the funnel?
We are excited about RCS! Try it out: www.getsnaptravel.com/google Tweet at us: @snaptravel Read more about RCS Business Messaging s impact on conversation commerce here
Amit Shah CMO 1-800-Flowers
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
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
Demo
No Customer Left Behind: Delivering Richness with Reach
Sean Yoo Director of Product Innovation RCS Program Manager Samsung
Samsung RCS/MaaP Enabling powerful messaging experience Presented by Sean Yoo Samsung RCS Program Manager Director of Product Innovation, Samsung Electronics
The Trend 0 App Download per Month 1-2 App Downloads per Month 51% 24% *comscore MobiLens, June 2017 https://techcrunch.com/2017/08/25/majority-of-u-s-consumers-still-download-zero-apps-per-month-says-comscore/
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)
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 369.7 times per month Top 10 Message Apps Statistics Average (Monthly) *Samsung Electronics Big Data (2018 Jan)
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
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
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
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
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
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
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
THANK YOU