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UK RCS Workshop - Mobilesquared "The future of business messaging"

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Mobilesquared's Chief Data Analyst, Gavin Patterson, previews data from the "Global RCS Forecasts 2018-2023 Databook" report, published November 2018. Presented at the UK RCS Workshop, 18th October 2018.

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UK RCS Workshop - Mobilesquared "The future of business messaging"

  1. 1. www.mobilesquared.co.uk   @mobilesquared  #UKRCSWorkshop   The future of business messaging Gavin  Pa@erson   Chief  Data  Analyst,  Mobilesquared  
  2. 2. ENTERPRISE RESEARCH - KEY FINDINGS @mobilesquared  www.mobilesquared.co.uk  
  3. 3. @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%   The  main  channels  used  to   communicate  with  customers   are:-­‐   1.  Email  –  95%   2.  Facebook  –  73%   3.  Website  –  63%   4.  Phone/  voice  –  48%   5.  LinkedIn  –  48%   6.  Twi@er  –  45%   7.  SMS  –  38%   How  do  you  communicate  with  customers?   @mobilesquared  #UKRCSWorkshop  
  4. 4. 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   evolu_on  based  on  the   channels  we  use  today   We  are  heading  in  that   direc_on  already,  and   will  con_nue  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  adop_ng  RCS   Total   Small   Medium   Large   38%  of  enterprise  view  RCS  as  a   natural  evolu_on   25%  are  heading  towards  RCS  and   will  con_nue  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  ac_vi_es     www.mobilesquared.co.uk   @mobilesquared  #UKRCSWorkshop  
  5. 5. @mobilesquared   38%   25%   13%   38%   38%   25%   0%   5%   10%   15%   20%   25%   30%   35%   40%   Drive  customer   engagement   Increase   customer   interac_on   Drive  sales   Support   customer   services   Deliver  an   overall  be@er   customer   experience   It's  just  another   channel   50%  of  enterprises  believe  RCS  will   be  more  effec_ve  than  some,  or   all,  of  exis_ng  channels   The  main  drivers  are  for:-­‐   •  Customer  engagement  –  38%   •  Customer  services  –  38%   •  Customer  experience  –  38%   •  Customer  interac_on  –  25%   •  Sales  -­‐  13%        How  would  RCS  impact  your  marcomms  strategy?   @mobilesquared  #UKRCSWorkshop  
  6. 6. @mobilesquared   36%   55%   36%   45%   36%   0%   10%   20%   30%   40%   50%   60%   Internal  communica_ons   Marke_ng  and  promo_ons   Company  alerts  (to  customers)   Company  updates  (to  customers)   Customer  support   14%   19%   32%   14%   19%   3%   0%   5%   10%   15%   20%   25%   30%   35%   Very  likely   Likely   Not  sure   Unlikely   Very   unlikely   We  would   start  with   humans   and   possibly   evolve  to   chatbots   www.mobilesquared.co.uk   Channel   Chatbots   How  would  you  use  RCS?  
  7. 7. @mobilesquared  www.mobilesquared.co.uk   CONSUMER RESEARCH - KEY FINDINGS
  8. 8. @mobilesquared   RCS,  together  with  SMS,  is  the   second  most  preferred  channel   aher  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%   Preferred  channel  to  be  contacted  by  a  brand?   @mobilesquared  #UKRCSWorkshop  
  9. 9. @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   be@er  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   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  #UKRCSWorkshop  
  10. 10. @mobilesquared   14%   0%   34%   23%   46%   51%   46%   0%   10%   20%   30%   40%   50%   60%   Receive  company  alert   Other   Reminders   Security   Use/  receive  a  promoCon   Redeem/  receive  a  voucher   Customer  service   Be  messaged  by  brand          Why  would  you  use  RCS?   Enterprise  would  use  RCS  for:     MarkeCng  &  promoCons  -­‐  55%     Reminders  &  updates  -­‐  45%   Customer  services  -­‐  36%   @mobilesquared  #UKRCSWorkshop  
  11. 11. @mobilesquared   1%   13%   29%   39%   47%   63%   0%   10%   20%   30%   40%   50%   60%   70%   Receive  company  alert   Other   Reminders   Security   Use/  receive  a  promoCon   Redeem/  receive  a  voucher   Customer  service   Message  a  brand   Consumers  want  RCS  to  contact  a   brand  for  customer  service  issues   –  63%   Redeem  vouchers  –  47%   PromoCon  –  39%   Security  –  29%          Why  would  you  use  RCS?   @mobilesquared  #UKRCSWorkshop  
  12. 12. 91%   89%   83%   92%   94%   “Now” is the new customer service target. Here’s the % of consumers that give a brand 10 minutes or less to assist with:   On  average  90%  of  consumers  expect  their   issue  to  be  resolved  in  10  minutes  or  less   Resolving  an   issue   Making  a   purchase   Research  a   purchase   Store   locator   Changing   appointment   @mobilesquared  #UKRCSWorkshop   Role  of  the  chatbot  
  13. 13. @mobilesquared   Source:  How  would  you  use  RCS;  research  by  Mobilesquared,  based  on  UK  mobile  users,  August  2018,  n  =  1600   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  #UKRCSWorkshop  
  14. 14. RCS STATS www.mobilesquared.co.uk  
  15. 15. RCS  commercial  availability  in  UK   Launched   In  2019   Expected  by  end-­‐2018   UK  to  grow  from  one  to   mul_ple  launches  during  2018     Telefonica  or  EE  likely  to  be   next     Although  EE  maybe   concentrate  on  ABC  launch     And  Three  makes  four   www.mobilesquared.co.uk   #2         #3/  4        
  16. 16. RCS  user  reach  in  UK   RCS  reach  equaled  just  1.1%  of   total  smartphones  in  2017     2018  –  rising  to  9.5%     2019  –  60.8%     2020  –  75%     2021  –  81.5%     2022  –  88.4%     2023  –  90.7%    0.5      5      9      13      16      20      21      -­‐          20      24      24      24      24      -­‐          5      10      15      20      25      30      35      40      45      50     2017e   2018e   2019e   2020e   2021e   2022e   2023e   Users  millions   Android  RCS  reach   Apple  RCS  reach     www.mobilesquared.co.uk   30   45  
  17. 17. @mobilesquared   Who  will  use  RCS?   @mobilesquared  #UKRCSWorkshop  
  18. 18. www.mobilesquared.co.uk   RCS  business  messaging  traffic   BRAND   X   STANDARD  MESSAGES   BRAND   X   BRAND-­‐INITIATED  SESSIONS   BRAND   X   CONSUMER-­‐INITIATED  SESSIONS   AVG  NO.  PER     RCS  USER   AVG  NO.  PER     RCS  USER   AVG  NO.  PER     RCS  USER   2019   2023   30.4mn   498.4mn   7.1   12.6   11.2   2019   2023   10.9mn   557.2mn   2019   2023   234k   313.2mn   2023   2023   2023  
  19. 19. RCS  Business  Messaging  spend  (US$)   Average  spend  per  RCS  user   per  month  (US$)     2018  –  0.020     2019  –  0.055     2020  –  0.112     2021  –  0.221     2022  –  0.352     2023  –  0.477   www.mobilesquared.co.uk    -­‐          50      100      150      200      250     2018e   2019e   2020e   2021e   2022e   2023e   0.09    4      30      94      170      248     US$  millions   Actual  RBM  spend  
  20. 20. RCS INDUSTRY REPORT OUT NOW THE ONLY REPORT TO GIVE YOU COUNTRY-BY-COUNTRY RCS DATA BY USERS/INCOME www.mobilesquared.co.uk   RCS SUBSCRIPTION SERVICE UK RCS BRAND / ENTERPRISE REPORT RCS  industry  report  quarterly   updates   Latest  potenCal/actual  RCS   user  data   RCS  industry  developments   RCS  launches  /  announced   launches   RCS  quarterly  newsle^er     Detailed  analysis  of  consumer  /   enterprise  research   User  numbers  /  forecasts   InteracCon  stats   RCS  campaign  analysis  

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