Getting Your Arms Around Mobile Messaging Integration

Michael Finneran (President, dBrn Associates)

Date: Wednesday, March 20

Time: 3:00pm - 3:45pm

Pass Type: Entire Event, Tue-Thu Conference - Get your pass now!

Track: Embedded Communications & APIs

Technical Level: Medium

Vault Recording: TBD

Audience Level: Medium

Enterprises increasingly want to integrate mobile messaging applications both for internal use and for their B2C interactions. With their existing ecosystems, companies from Apple, to Facebook (its own Messenger as well as WhatsApp) and Google are all pitching solutions linked to their platforms. On the mobile operator front, carriers are rolling out Rich Communication Services (RCS), a major technical upgrade to the open SMS, but with enhanced features to build richer customer engagement. However, Apple still refuses to sign on.

The big question for enterprises is, “Is this a battle I want/need to get involved in, which option(s) do you choose and what is my risk exposure?“ This session will help you understand the potential benefits for your enterprise, as well as the challenges and the choices you’ll face.

* How do the various messaging options stack up with regard to reach, exclusivity, capabilities and the attractiveness of their audience?
* Apple Business Chat has a great set of capabilities, but it is for Apple users exclusively. Do retailers run the risk of offending the much larger Android population by supporting it?
* RCS is the one truly “open” enhanced messaging solution, but Apple refuses to support it. Who wins in this standoff?
* Will consumer perceptions of established social networks and the things people turn to them for have an impact, positive or negative, on their usefulness for social network alternatives?
* Will SMS and traditional “web chat” remain the only solution with universal reach?