Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

The Future of Business Messaging by Nick Lane, Chief Insight Analyst, Mobilesquared

192 visualizaciones

Publicado el

Presented at the GSMA Awareness of Business Messaging Lab #19, New Jersey, USA, November 15th 2018, Mobilesquared's Nick Lane outlines the scope of the global business messaging opportunity for brands, and delivers an overview of market size and key trends.

Publicado en: Móvil
  • Sé el primero en comentar

  • Sé el primero en recomendar esto

The Future of Business Messaging by Nick Lane, Chief Insight Analyst, Mobilesquared

  1. 1. The future of Business messaging Nick Lane Chief Insight Analyst, Mobilesquared
  2. 2. @mobilesquared We provide definitive data and expert insight We work with the leading mobile and tech companies across the mobile ecosystem, from regulators, mobile operators, service providers, brands, agencies, start-ups … to understand mobile and engagement. We do this through extensive research, deep analysis based on years of experience, and forecasting market opportunities based on actionable numbers. Accurate data. No hype. www.mobilesquared.co.uk
  3. 3. WHY MOBILESQUARED DATA? Canada, Greenland, United States. Algeria, Angola, Benin, Botswana, Burkina Faso, Burundi, Cameroon, Cape Verde, Central African Republic, Chad, Comoros, Congo (Democratic Republic), Congo (Republic), Côte d'Ivoire, Djibouti, Egypt, Equatorial Guinea, Eritrea, Ethiopia, Gabon, Gambia, Ghana, Guinea, Guinea-Bissau, Kenya, Lesotho, Liberia, Libya, Madagascar, Malawi. Mali, Mauritania, Mauritius, Morocco, Mozambique, Namibia, Niger, Nigeria, Rwanda, Sao Tome & Principe, Senegal, Seychelles, Sierra Leone, Somalia, South Africa, South Sudan, Sudan, Swaziland, Tanzania, Togo, Tunisia, Uganda, Zambia, Zimbabwe. Australia, Fiji, French Polynesia, New Caledonia, New Zealand, Samoa, Solomon Islands, Tonga, Vanuatu. Afghanistan, Bangladesh, Bhutan, Brunei Darussalam, Cambodia, China, Hong Kong, China, India, Indonesia, Japan, Kazakhstan, Korea (North), Korea (South), Kyrgyzstan, Laos, Macau, China, Malaysia, Maldives, Mongolia, Myanmar, Nepal, Pakistan, Papua New Guinea, Philippines, Singapore, Sri Lanka, Taiwan, Tajikistan, Thailand, Timor- Leste, Turkmenistan, Uzbekistan, Vietnam. Antigua & Barbuda, Aruba, Bahamas, Barbados, Bermuda, British Virgin Islands, Cayman Islands, Cuba, Dominica, Dominican Republic, Grenada, Haiti, Jamaica, Puerto Rico, St. Kitts & Nevis, St. Lucia, St. Vincent & the Grenadines, Trinidad & Tobago. Bahrain, Iran, Iraq, Israel, Jordan, Kuwait, Lebanon, Oman, Palestine, Qatar, Saudi Arabia, Syria, Turkey, United Arab Emirates, Yemen. Albania, Armenia, Azerbaijan, Belarus, Bosnia & Herzegovina, Bulgaria, Croatia, Czech Republic, Estonia, Georgia, Hungary, Latvia, Lithuania, Macedonia, Moldova, Montenegro, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Ukraine. Argentina, Belize, Bolivia, Brazil, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Guyana, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Suriname, Uruguay, Venezuela. Andorra, Austria, Belgium, Cyprus, Denmark, Faroe Islands, Finland, France, Germany, Greece, Iceland, Ireland, Italy, Liechtenstein, Luxembourg, Malta, Monaco, Netherlands, Norway, Portugal, San Marino, Spain, Sweden, Switzerland, United Kingdom. AfricaAsiaCaribbean East Europe Latin America Middle East North America West EuropeOceania Our market data & forecasts are split out by mobile operator (650) across 200 markets
  4. 4. ENTERPRISE RESEARCH - KEY FINDINGS @mobilesquaredwww.mobilesquared.co.uk
  5. 5. @mobilesquared 95% 38% 8% 8% 73% 45% 63% 13% 48% 48% 8% 38% 18% 38% 0% 5% 5% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Em ail SM S M M S(picturem essaging) W hatsapp Facebook Twitter W ebsite W ebchatPhone/voice LinkedIn Snapchat Instagram Pinterest YouTube LINE W eChat Dow nloadableapp HTM L5app How do you communicate with customers? @mobilesquared
  6. 6. RCS: impact on your brand comms strategy 38% 25% 20% 18% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% It would be a natural evolution based on the channels we use today We are heading in that direction already, and will continue to do so It would be a massive departure for us, but one we would be interested in taking We would have no interest in adopting RCS Total Small Medium Large 38% of enterprise view RCS as a natural evolution 25% are heading towards RCS and will continue to do so 20% stated RCS would represent a massive change, but one they are interested in 18% not interested in RCS 63% have already factored RCS into their future comms activities @mobilesquared
  7. 7. @mobilesquared 38% 25% 13% 38% 38% 25% 0% 5% 10% 15% 20% 25% 30% 35% 40% Drive customer engagement Increase customer interaction Drive sales Support customer services Deliver an overall better customer experience It's just another channel 50% of enterprises believe RCS will be more effective than some, or all, of existing channels. WHAT WOULD YOU USE RCS FOR? • Customer support – 36% • Company alerts – 36% • Internal comms – 36% • Marketing & promotions – 55% How would RCS impact your marcomms strategy? @mobilesquared
  8. 8. @mobilesquaredwww.mobilesquared.co.uk CONSUMER RESEARCH - KEY FINDINGS
  9. 9. @mobilesquared RCS, together with SMS, is the second most preferred channel after email – 41% 73% of enterprise use Facebook – only 9% of consumers want to be contacted over Facebook 58% 31% 27% 16% 14% 9% 9% 8% 5% 2% 2% 0% 10% 20% 30% 40% 50% 60% 70% Em ail Phonecall SM S W hatsApp Thisnew channelRCS Facebook FacebookM essengerIn-appm essage Twitter Other Othersocialm edia Preferred channel to be contacted by a brand? @mobilesquared 41% welcome business messaging
  10. 10. @mobilesquared 11% 41% 6% 3% 39% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% I would use just RCS It would depend if the experience was better than the branded app I would stop using some branded apps and use both apps and RCS I would keep using branded apps instead of RCS It does not appeal APP REPLACEMENT 58% of consumers would use RCS instead of, or as well as, branded apps • Just RCS – 11% • Depends on experience – 41% • Use both – 6% How would you use RCS? @mobilesquared Setting the scene for P2A RBM activity
  11. 11. @mobilesquared 14% 0% 34% 23% 46% 51% 46% 0% 10% 20% 30% 40% 50% 60% Receive company alert Other Reminders Security Use/ receive a promotion Redeem/ receive a voucher Customerservice Be messaged by brand Why would you use RCS, A2P? @mobilesquared Consumers want RCS to contact a brand (P2A) for: Customer service issues – 63% Redeem vouchers – 47% Promotion – 39% Security – 29%
  12. 12. RBM: The juicy bits
  13. 13. @mobilesquared Enterprise interest in RCS Research based on an online panel of 300 S/M/L enterprises in France, Germany, UK. Research conducted by Lightspeed on behalf of Mobilesquared in November 2017. of enterprises interested in RCS. would start using within 12 months. 12% would spend >$5,000 per month. THE A2P SMS MARKETPLACE A total of 1.67 trillion A2P SMS were sent in 2017 … forecast to increase to 2.8 trillion by 2022 Global A2P SMS market worth US$11.86 billion in 2017 … increasing to US$26.61 billion in 2022 48% of mobile operators monetising A2P SMS traffic in 2017 … rising to 82% by 2022 Lost revenue falling from $7.7 billion in 2017 to $3.9 billion in 2022 Potential revenue of $19.6 billion in 2017 … rising to $30.5 billion in 2022
  14. 14. @mobilesquared CAGR 7.1%. $1.32 billion spent by brands on SMS messaging in 2022 in North America. Worse case scenario, $69.3 million revenues lost to RCS by 2022. - 3% of traffic lost on Android - 4% of traffic lost on total smartphones. 94.8bn 2017 133.4bn 2022 CAGR 7.1% % of SMS traffic migrating onto RCS Safeguarding SMS traffic
  15. 15. @mobilesquared Performance boost SMS RCS 39% PERFORMANCE UPLIFT YEAR 1
  16. 16. @mobilesquared Performance boost SMS RCS 39% PERFORMANCE UPLIFT YEAR 1
  17. 17. @mobilesquared 140% 146% 154% 165% 179% Supercharged messaging YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
  18. 18. 1 MILLION RBMSMSEMAILMOBILE BANNERADS Channel performance comparison
  19. 19. RCS devices* 2017 – 79 mln 2018 – 240.7 mln 2019 – 1.01 bln 2020 – 1.65 bln 2021 – 2.25 bln 2022 – 2.84 bln 2023 – 3.23 bln - 500,000,000 1,000,000,000 1,500,000,000 2,000,000,000 2,500,000,000 3,000,000,000 3,500,000,000 2017 2018 2019 2020 2021 2022 2023 6.9% 83.7% *Mobilesquared’s RCS business messaging forecasts are now updated on a quarterly basis % of total smartphones
  20. 20. @mobilesquared Revenues negligible in 2018, rising to $184.1 million in 2019, and $18.04 billion in 2023. Rapid acceleration from 2020. - 2,000,000,000 4,000,000,000 6,000,000,000 8,000,000,000 10,000,000,000 12,000,000,000 14,000,000,000 16,000,000,000 18,000,000,000 20,000,000,000 2018 2019 2020 2021 2022 2023 Total RBM spend* *Mobilesquared’s RCS business messaging forecasts are now updated on a quarterly basis
  21. 21. @mobilesquared 31.3m 2018 123.7m 2018 The RBM user opportunity 2018, USA ACTUAL RBM USERS POTENTIAL RBM USERS 25% 2018 85% 2018 OF POTENTIAL RBM USERS OF TOTAL ANDROID USERS
  22. 22. @mobilesquared Who will use RCS? @mobilesquared 84.8% 82.7% 70.6% 52.7% 45.6% @mobilesquared
  23. 23. - 50,000,000 100,000,000 150,000,000 200,000,000 250,000,000 300,000,000 350,000,000 2017 2018 2019 2020 2021 2022 2023 RCS user reach, North America RCS reach equaled just 11% of total smartphones in 2018. Leap in user numbers in 2019 due to Verizon to launch 1Q 2019 + Apple expected to enter RCS party in 2019. 2019 – 69.4% 2020 – 77.6% 2021 – 86.8% 2022 – 91.6% 2023 – 91.7% 34.9 308.3 *Mobilesquared’s RCS business messaging forecasts are now updated on a quarterly basis
  24. 24. RCS business messaging traffic, North America BRAND X PER EVENT BRAND X A2P SESSIONS BRAND X P2A SESSIONS AVG NO. PER RCS USER AVG NO. PER RCS USER AVG NO. PER RCS USER 2019 2023 782mn 10.3bn 5 18.6 2019 2023 141mn 5.7bn 2019 2023 1.2mn 1.5bn 2023 2023 2023 33.3
  25. 25. RCS Business Messaging spend (US$), North America RCS in North America to be worth US$26.8 million in 2019, and US$966.3 million in 2023 Forecasts based on existing A2P SMS prices for North America. - 200,000,000 400,000,000 600,000,000 800,000,000 1,000,000,000 1,200,000,000 2018 2019 2020 2021 2022 2023 *Mobilesquared’s RCS business messaging forecasts are now updated on a quarterly basis
  26. 26. @mobilesquared Source: How would you use RCS; research by Mobilesquared, based on UK mobile users, August 2018, n = 1600 CX: How much cost could a chatbot cut if a chatbot could cut cost? A chatbot could cut cost by 99% if a chatbot could cut cost @mobilesquared LIKELIHOOD OF USING CHATBOTS • Very likely – 14% • Likely – 19% • Not sure – 32% • Unlikely – 14% • Very unlikely – 19% Just 3% would want to start with humans and evolve to Chatbots. On average 90% of consumers expect their issue to be resolved in 10 minutes or less
  27. 27. OUT NOW THE ONLY REPORT TO GIVE YOU COUNTRY-BY-COUNTRY RCS DATA BY USERS/INCOME www.mobilesquared.co.uk/buy-data/ RCS SUBSCRIPTION SERVICE NORTH AMERICAN RCS BRAND / ENTERPRISE REPORT – OUT JAN ‘19 INCLUDES: Global RCS Business Messaging Forecasts Databook RCS industry report quarterly updates Latest potential/actual RCS user data RCS industry developments RCS launches / announced launches RCS quarterly newsletter Detailed analysis of consumer / enterprise research User numbers / forecasts Interaction stats RCS campaign analysis
  28. 28. @mobilesquared nick@mobilesquared.co.uk www.mobilesquared.co.uk 44 (0) 1344 747 113 44 (0) 7976 057 052

×