Smartphone messaging has taken over emerging-markets since the birth of Whatsapp in 2009. Peer-to-peer messaging grown in popularity and created new communication habits for the majority of consumers, especially in Latin America and Africa. Today, Business-to-Consumer messaging is transforming the way companies and individuals are communicating nowadays. Carlos Sierra, CEO and Founder of Twnel, shares the lessons he learned during Twnel's first 18 months of operation in Latin America, helping businesses use the power of messaging to connect with their networks of individual business partners.

1. www.erlang-solutions.com
Erlang Solutions Ltd. 2017
EMPOWERING MOBILE-FIRST WORKERS IN
EMERGING MARKETS USING MESSAGING
CARLOS SIERRA
CEO and Founder at Twnel
@csierra
& Nicolas Vérité
Product Owner of MongooseIM at Erlang Solutions
@nyconyco
Moderated by Mladen Miliksic, VP, EMEA at Erlang Solutions
Twnel

2. What we will be covering during the webinar
1. The story of Clara & Andrés
2. Why are emerging markets different?
3. Challenges faced by businesses with mobile-first workers
4. Twnel: A messaging service that helps companies empower their
mobile-first workers
5. Why did we choose MongooseIM to support our backbone?
6. Q&A

3. The story of Clara & Andrés

6. ● Age: 33
● Smartphone user since: December 2015
● Mother of 4 (Julián, Camilo, John and Pedrito)
● Married to Andrés Rojas
● Self-employed: Works with Avon,
Herbalife and Novaventa as a “direct
sales” entrepreneur
Clara Arroyave

7. Andrés Rojas
● Age: 35
● Smartphone user since December 2013
● Married to Clara
● Independent professional: Affiliated
with the largest insurance companies in
the country: Sura, Seguros Mundial and
Axa

8. How smartphone-messaging has changed their lives
● Clara and Andrés live a very different reality when it comes to how
they use mobile messaging in the daily lives
● Saving money and time have become the main drivers of adoption
of messaging among them. They are part of the new growing
middle-class in countries like Colombia
● They completely leapfrogged the PC/Laptop generation
● Whatsapp and others have created new communication habits that
other companies (including ourselves) are using to enable new and
useful use-cases
● Clara and Andrés are the best definition of a “mobile-first” worker

9. Why are emerging markets different?

10. 1. Smartphone messaging has become a
foundational technology for those who are
getting connected for the first time

11. 2. Mobile phone numbers
are the digital identity in
emerging markets

12. 3. Winner-takes-all in
messaging is becoming harder
to achieve.

13. 4. Messaging is quickly
evolving from being a
convenience oriented service
(the developed market
approach) to a necessity
oriented one (the emerging
market approach)
vs.

14. 5. A new generation of consumers
is opting for new messaging-based
services that draw a clear line
between what’s personal (friends
and family) and professional
(businesses and co-workers)
Personal Profesional

15. Challenges faced by businesses with
mobile-first workers

16. ● They have been left behind when it comes to taking advantage of the power of
smartphone messaging. Personal messengers are not business friendly.
● Existing business communication tools have not responded to the rapid change
on user habits in emerging markets. Rather than using phone calls, emails and
web-chats; mobile first workers prefer to use messaging
● Personal messengers (whatsapp, fb messenger or telegram) were not built for communication
and coordination between businesses and their extended networks of users
(even those who are not part of the organization).
● The current tools available are ineffective, lack business control, create
distractions, some have ads, and most of them don’t align with businesses real
needs. There is not one tool to connect businesses with their networks of
mobile-first workers, using their preferred communication format

17. Twnel: A messaging service that helps companies
empower their mobile-first workers

18. For medium-sized businesses, Twnel is
● A professional solution that helps them communicate and coordinate work with large
groups of people, even if they are not part of the organization
● The perfect way to scale and automate interactions between any business and large groups
of users (agents, sales representatives, consultants, brokers, intermediaries, among others)
● A new SaaS that accelerates the participation of brick and mortar companies into the digital
collaboration economy
For mobile first workers, Twnel is
● A free communication tool that saves them time and money
● A mobile messenger without distractions (no daily jokes, no family pictures, no ads) that
helps them stay ultra-connected and focused with the companies they work with
● A tool that empowers them

19. A web-based administration tool
where businesses are in control

20. A free, easy to install and easy to use mobile messenger that real-time connects you with your favorite businesses

21. Clara Andrés

22. Why are companies subscribing to Twnel?
● Companies are always in control
● No ads-based business model
● No distractions (professional communication tool vs. personal
communication tool)
● Flexible enough full-stack solution (company web management +
mobile messenger are tightly integrated and connected to
company’s APIs and data sources)

23. We are just scratching the surface ...

24. Why MongooseIM to support our backbone?

25. Given Twnel messaging requirements, MongooseIM was
chosen because of the following reasons:
1. Good connection abstractions for our mobile and web users. It allows Twnel to implement
P2P, B2C and B2B messaging
2. Decision to become a platform with lots of tools and contributions (REST API, mobile client
libraries) which reduce time to market
3. Support for latest XEPs such as MUC Light Groups, which allows Twnel to implement
enterprise groups easily
4. Based on mature technologies: XMPP
5. Automation tools provided for deployment (Docker, scripts, etc.)
6. Easy to scale, Open Source, Good documentation
7. Great support from developers on GitHub

26. MongooseIM @ Twnel
● Twnel implements custom extensions using hooks to route messages for businesses (web client
agents) and to send push notifications for mobile users.
● Custom erlang code was added to the codebase to implement enterprise groups. The idea here is
to support more than the basic attributes for groups, such as name or subject, and add other
attributes that makes the process of creating, adding or removing groups/participants really easy
for companies.
● Docker is used to automate the deployment process and all config is setup dynamically for
external databases, http authentication, limits, domains, modules, etc.

27. MongooseIM platform
build conversational experiences

29. One-to-one
Interpersonal
Group/team
Closed network
Social
Open network
Acquisition
Activation
Retention
Revenue
Referral

31. Flexibility and configurability of the platform
Choice of components
Proven and mature technology
Widely tested and deployed
Fast and trustful development Extensibility by default
Communities and ecosystems
Open source and open standards
Massive scalability

32. 2016
2017
2018
2.0.0
2.1.0
3.0.0
Pivot to platform
Strengthening the platform
Enlarge the platform
REST API
Client libraries
Client apps
MUC light
PubSub
Tide CLT
MongooseICE
MongoosePush
Quality
Documentation
IoT
Chatbots
Tutorials
<insert here>
2019

33. www.erlang-solutions.com
Erlang Solutions Ltd. 2017
THANK YOU!
Contact Mladen with any questions at
Mladen.Miliksic@erlang-solutions.com
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