MWC 2017: Infobip showcasing its omnichannel solution for customer communications

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Mobile World Congress 2017 Preview| TelecomDrive.com

Delivering innovative customer communications solution for the enterprise community – Infobip is set to focus its efforts on presenting unique value proposition for its customers.

Matija Razem, VP Business Development at Infobip speaks with Zia Askari from TelecomDrive.com about the way Infobip is set to showcase its innovative solutions at Mobile World Congress 2017 in Barcelona.

What innovative product or solution are you showcasing at MWC 2017?

This year’s big reveal for Infobip is its omnichannel solution for customer communications, bringing together SMS, voice, push notifications, chat apps integration (Viber, LINE, Facebook Messenger) and email.

Enterprises are increasingly looking to expand their customer communications and engagement capabilities to address the needs and requirements of consumers. To make this a reality, they need to integrate the various channels that are popular with mobile users and take into account how consumers may prefer different platforms for different types of communication – e.g. SMS messages for direct notifications or loyalty messages, yet Viber for customer support chats.

The challenge here is deploying these different messaging channels as efficiently as possible. Infobip’s omnichannel solution addresses that as it delivers a single provider for all channels, which also cuts down on rollout time, operational complexity, and costs for enterprises.

By combining the unique aspects of each channel available into an engaging workflow for the mobile user, Infobip’s omnichannel technology also allows enterprises to gain deeper insight into consumer preferences and build consumer loyalty, brand recognition, and ultimately sales and revenues.

How does your innovation help operators in terms of realising better profitability?

A2P (application-to-person) SMS remains the cornerstone of every customer communication strategy due to a combination of its popularity with users, direct and personal nature, flexibility and robustness, as well as the fact it doesn’t require a data connection to work.

In this context, and since Infobip’s omnichannel technology is aimed at enterprises that place importance on SMS quality, omnichannel communications are proving to be a significant driver of A2P SMS growth, which in turn drives the revenues of mobile operators.

A significant factor in A2P SMS traffic growth as a benefit of omnichannel messaging is that SMS can be used for failover by ensuring messages can always be sent via text, e.g. in a situation where a chat app message cannot be delivered because the user has no mobile data or Wi-Fi connectivity.

Partnering with Infobip on its omnichannel solution enables operators to tap into this market without investment or allocating sales and customer support resources, while the joint approach to market increases the reach and the opportunities.

What are your key geographical markets for growth?

Asia-Pacific is one of the fastest-growing mobile markets in the world, and a significant market for us. India, in particular, with its developed A2P SMS market and huge potential for growth in online, digital, and mobile, represents an opportunity we’re actively supporting through partnerships with mobile operators and four offices nationwide.

China is also a hotbed of mobile and digital startups with global ambitions, with many of them taking advantage of Infobip’s international A2P SMS coverage to deploy notification and 2-factor authentication services worldwide. Africa has been one of our key markets since launching in this industry, and continues to be one of our most important regions.

What are the most important and disruptive trends likely to shape the business landscape in 2017?

We’ll see bolder moves from instant messaging apps as they enter the A2P messaging space. It’s a shift that began in 2016 and will continue throughout the next 12 months. Internet brands have dominated consumer messaging with the likes of WhatsApp, Line, and Viber, all focused on person-to-person (P2P) communication. The next step will be to open their APIs to enterprises.

Omnichannel will also grow considerably and different communications channels will be brought together with new approaches to manage this technology and more simplified integrations.

Finally, the wide-ranging applications of the chatbot technology will be pushed further and will be used for new customer support, customer engagement, and eCommerce purposes. Different kinds of bots and bot logic will be developing rapidly in 2017, driven by the advances in machine learning and natural language processing.

A program (bot) that’s able to learn from sets of data, and orchestrate responses and processes accordingly, has huge potential to improve customer communications, satisfaction and engagement.