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.

1. The future
in short messages
By
Shay Rosen

4. 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?

5. Almost half of facebook users are mobile only users. And the trend is clear (the green line)

6. So it is indeed a revolution.
But are enterprises doing something
to change their way and adjust?

7. 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?

8. 25% 0f apps are abandoned after 1st use. 70% after less than 10.
Most enterprise apps will be abandoned

9. 65.5% 0f Americans download 0 apps per month
Most of your customers will not bother
downloading your app*

10. 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

11. 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

12. Surprise! Mobile is a messaging tool. Above all what we do all day with it is to communicate

13. 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

14. "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?

15. "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!

16. FB is experimenting – uber on FB messenger integration. Looks very promising!

17. Hyatt is allowing room reservation on FB messenger. What a great experience

18. Everlane allows purchase on FB messeneger – great service

19. Can you imagine a travel agency that operates 100% within Viber? Look at Ukrain’s Pockettour

20. Imagine you could order
you takeaway burger meal
with 5 whatsapp
messages.. This is what I
call a WOW experience

21. Imagine you could order
you takeaway burger meal
with 5 whatsapp
messages.. This is what I
call a WOW experience

22. Imagine you could order
you takeaway burger meal
with 5 whatsapp
messages.. This is what I
call a WOW experience

23. Imagine you could order
you takeaway burger meal
with 5 whatsapp
messages.. This is what I
call a WOW experience

24. Imagine you could order
you takeaway burger meal
with 5 whatsapp
messages.. This is what I
call a WOW experience

25. Imagine you could order
you takeaway burger meal
with 5 whatsapp
messages.. This is what I
call a WOW experience

26. Imagine you could order
you takeaway burger meal
with 5 whatsapp
messages.. This is what I
call a WOW experience

27. Imagine you could order
you takeaway burger meal
with 5 whatsapp
messages.. This is what I
call a WOW experience

28. Imagine you could order
you takeaway burger meal
with 5 whatsapp
messages.. This is what I
call a WOW experience

29. Imagine you could order
you takeaway burger meal
with 5 whatsapp
messages.. This is what I
call a WOW experience

30. Imagine you could order
you takeaway burger meal
with 5 whatsapp
messages.. This is what I
call a WOW experience

31. It looks like enterprises mobile platform needs to be upgraded to do that.

32. 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

33. 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

34. The future
in short messages

35. 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