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Evolution of Mobile Messaging: The Next Web Conference Europe 2015


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Chris Moore is head of Nexmo's Chat App API business, where he leads global strategy and partnerships with the global messaging apps. In this presentation, Chris will discuss the future of A2P (Application-to-person) messaging, the decline of P2P (Person-to-person) messaging, and how messaging apps will soon be avenues for brands to reach customers.

Published in: Technology

Evolution of Mobile Messaging: The Next Web Conference Europe 2015

  1. 1. The Evolution of Mobile Messaging Chris Moore VP of Chat App API The Next Web Europe Conference 2015
  2. 2. globally 7.3 Billion Phones reached 90% Market share in OTT providers 80,000+ B2B customers in 235 markets globally connected to platform 1820 Telecom operators ~3 Billion API calls handled by platform annually 6 Billion Unique data points collected annually •  Global reach & local country connectors •  Adaptive Routing™ & direct-to-carrier •  Real-time analytics & dashboard •  Cloud-based RESTful API •  Messaging & SMS support •  Voice & data support •  Security & identity management $76m run-rate Modular Platform 115+ 99.997% people platform uptime Nexmo is an innovator and leader in cloud communications 2
  3. 3. 3 There's a clear trend in the growth of A2P SMS traffic A2P SMS Market•  Application-to-person (A2P): •  Top uses: •  Authentication •  Marketing messages •  Notifications •  SMS provides the greatest reach •  ~7B mobile phones •  Supported by most handsets Source: Transparency Market Research.
  4. 4. 4 The largest A2P markets are APAC & North America Regional A2P SMS Market•  The growth is driven by: •  Mobile phone user growth •  Services: •  Marketing •  Financial services •  E-commerce Source: Transparency Market Research.
  5. 5. 5 P2P SMS traffic is declining as a result of chat app adoption Daily SMS Use •  2012: SMS began to plateau/decline from a peak of 22 billion/day •  2013: WhatsApp exceeded SMS messaging (with a much smaller user base) •  2015: Messaging app users are engaged. Spend 20+ minutes per day on top messaging apps Messaging App Engagement Minutes per day Source: Frank Magid Associates.
  6. 6. 6 The global messaging app leaders Source: Mark Beccue Consulting, The Economist.
  7. 7. 7 …the tech giants are getting in on the action Question is: What's Amazon and Google's next move?
  8. 8. 8 Deeper look: how messaging apps initially began to monetize 1. Stickers, Graphics & Wallpapers 2. In-app Games 3. Specialized features
  9. 9. 9 Messaging apps will soon be avenues for brands to reach customers •  FB Messenger for Business announced •  8.5M companies in China (launched 2+ years ago
  10. 10. But, it is quite complex for brands to integrate with chat apps SERVICE PLATFORMS MarketingSales CHAT APP REACH CustomerService 10
  11. 11. Nexmo’s Chat App API simplifies the complexity SERVICE PLATFORMS MarketingSales CHAT APP REACH CustomerService Nexmo CHAT APP API 11
  12. 12. 12 In 5 years, our life will revolve around messaging apps •  Messaging apps will be the central communication tool used in daily life Daily SMS Use Daily SMS UseDaily SMS Use Branded Apps IoT Advertisements Communications Customer Service Commerce Social NetworkingTransportation Personal Butler Content Media
  13. 13. Thank you!