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Enterprise mobile strategy, Messaging the future

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Enterprise mobile strategy, Messaging the future

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My presentation from the GoMobile2016 convention. In y talk I described what i call the next revolution in customer brand communication on the mobile channel. I believe Whatsapp new strategy of basing it's business model on facilitating customer - brand communication along with FB messenger doing the same thing is going to change everything. Again.

My presentation from the GoMobile2016 convention. In y talk I described what i call the next revolution in customer brand communication on the mobile channel. I believe Whatsapp new strategy of basing it's business model on facilitating customer - brand communication along with FB messenger doing the same thing is going to change everything. Again.

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Enterprise mobile strategy, Messaging the future

  1. 1. The future in short messages By Shay Rosen
  2. 2. A true story. A month ago my older daughter celebrated 12. Her grandmother asked if she would like a laptop as a birthday present. The 12 year old replied “a laptop? I don’t need one.. I have a cellphone..” Are we going mobile only?
  3. 3. Almost half of facebook users are mobile only users. And the trend is clear (the green line)
  4. 4. So it is indeed a revolution. But are enterprises doing something to change their way and adjust?
  5. 5. By declaration they are. Everyone is talking about the fact that the future is mobile. And because of that they develop apps “because you have to” Are you sure?
  6. 6. 25% 0f apps are abandoned after 1st use. 70% after less than 10. Most enterprise apps will be abandoned
  7. 7. 65.5% 0f Americans download 0 apps per month Most of your customers will not bother downloading your app*
  8. 8. bounce rate 140% Conversion rate 36% Mobile adapted website do not provide such a good experience and tend to perform worse than desktop website. Anyway, if the mobile revolution ends up with enterprises and brands communicating with their customers through mobile websites something is really wrong
  9. 9. We’re doing something very wrong. It looks like we still didn’t understand what mobile really means for consumers. We need to look deeper into usage habits
  10. 10. Surprise! Mobile is a messaging tool. Above all what we do all day with it is to communicate
  11. 11. Whatsapp announcement about moving to a business focused model is pretty interesting. If watsapp can connect businesses to consumers some very interesting opportunities will rise
  12. 12. "As Messenger has grown, we think this service has the potential to […] become a communication tool for the world,“ "Helping people communicate more naturally with businesses will improve, I think, almost every person's life because it's something everyone does." But hey – Facebook already announced the FB messenger will go the same way about a year ago. Is this the next shift? Are messaging apps going to be the app of apps? The hub we will use to communicate, receive (demand) customer service and eve purchase products from brands and businesses?
  13. 13. "As Messenger has grown, we think this service has the potential to […] become a communication tool for the world,“ Helping people communicate more naturally with businesses will improve, I think, almost every person's life because it's something everyone does." But hey, this is already happening is south east Asia. Messaging apps that smartly connect businesses and customers see tremendous success and generate revenues 100 times higher than whatsapp and FB messenger. If WeChat can generate 7$ ARPU, cant whatsapp and FB messenger generate $20 or even higher ARPU? The potential for a real paradigm shift is here!
  14. 14. FB is experimenting – uber on FB messenger integration. Looks very promising!
  15. 15. Hyatt is allowing room reservation on FB messenger. What a great experience
  16. 16. Everlane allows purchase on FB messeneger – great service
  17. 17. Can you imagine a travel agency that operates 100% within Viber? Look at Ukrain’s Pockettour
  18. 18. Imagine you could order you takeaway burger meal with 5 whatsapp messages.. This is what I call a WOW experience
  19. 19. Imagine you could order you takeaway burger meal with 5 whatsapp messages.. This is what I call a WOW experience
  20. 20. Imagine you could order you takeaway burger meal with 5 whatsapp messages.. This is what I call a WOW experience
  21. 21. Imagine you could order you takeaway burger meal with 5 whatsapp messages.. This is what I call a WOW experience
  22. 22. Imagine you could order you takeaway burger meal with 5 whatsapp messages.. This is what I call a WOW experience
  23. 23. Imagine you could order you takeaway burger meal with 5 whatsapp messages.. This is what I call a WOW experience
  24. 24. Imagine you could order you takeaway burger meal with 5 whatsapp messages.. This is what I call a WOW experience
  25. 25. Imagine you could order you takeaway burger meal with 5 whatsapp messages.. This is what I call a WOW experience
  26. 26. Imagine you could order you takeaway burger meal with 5 whatsapp messages.. This is what I call a WOW experience
  27. 27. Imagine you could order you takeaway burger meal with 5 whatsapp messages.. This is what I call a WOW experience
  28. 28. Imagine you could order you takeaway burger meal with 5 whatsapp messages.. This is what I call a WOW experience
  29. 29. It looks like enterprises mobile platform needs to be upgraded to do that.
  30. 30. Text Service Gateway Machine Learning Service Templates CRM Automation Engine But it’s completely possible. The technology is available. All you need is to form a strategy, plan and implement. Ask me how (using whatsapp
  31. 31. Apps? - reconsider Mobile websites – a must but not enough Direct communication using short messages is the answer Do it right and fast Pland a customer centric technology platform Set a customer communication strategy
  32. 32. The future in short messages
  33. 33. shayr@realcommerce.co.il http://www.linkedin.com/in/shayrosen http://www.facebook.com/shayrs http://www.slideshare.net/shayrs 052-5118539 Shay Rosen Head of Customer Experience, realcommerce

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