When Apple launched the iPhone 6 in September 2014 it had 625 times the number of transistors installed in a 1995 Pentium PC. That first launch weekend Apple sold more transistors than had existed in every PC on earth in 1995.
Close to three quarters of all the adults on earth now have a smartphone/supercomputer to keep in their pocket and this puts enormous power in the hands of the mobile owner. Agility to respond to this consumer will produce winners and losers in the years ahead, and we are starting to see these now. Email, for example, is a product designed for Web and PC not specifically for mobile email. In the absence of alternatives, organisations have been forcing email as their B2C communication tool, as no-one wants to go back to paper and snail mail. However, there is change ahead as organisations will need to yield to the enormous power of what these supercomputer wielding consumers want.
GSMA’s 2018 study into preferred B2C communications across 5 continents reported the staggering global consumer shift to messaging as the preferred comms engagement platform. Some takeaways from that study. 89% of consumers prefer text messaging above a phone call from business and 80% prefer messaging above
email. 79% of those consumers find the idea of visual messaging appealing and 74% say they are more likely to communicate with a brand that communicates with them visually.
Businesses need the delivery ubiquity of SMS, MMS and RCS (when RCS achieves ubiquity) to counter the reducing value of B2C email as an engagement platform for the mobile consumer. There have been many challenges for organisations with A2P messaging as a communications platform. Messaging has historically been plagued by the limitations of 160-character communications and organisational issues around fraud, trust and data security.
There have been massive improvements in this area as the messaging industry rises to the A2P opportunity ahead. There is a very bright future for A2P messaging with forecasts expecting this market to grow by 42% CAGR*^ to over 1 trillion by the end of 2020 delivering functionality well beyond simple the transaction notification, emergency warning message or 2 factor authentication.
Consumer demand for text and visual B2C2B messaging is a natural progression from email mobile issues. SMS’s utility is instant and delivery assured. Demand is also being driven from the industry side with the RCS propaganda engine being fed by the heavily invested MNO’s, MVNO’s, MEF, Google and GSMA. In a business communications context mobile messaging is tilting at being the next email.
In 2018 we announced and delivered a DIY visual messaging platform enabling organisations with he functionality of a MailChimp# type dashboard to design, personalise and send visual messages direct to consumer text inboxes with Telco grade point to point guaranteed delivery. Each message can contain 22 unique personalised data tags, 1000 characters, a VCARD, 2WAY SMS and MMS response capability as well as click links to immediate calls to action. Over 98% of the messages are seen, 95% are seen in 3 minutes and organisations get delivery receipts for every transaction.
There is no doubt that Vision Trumps all other Senses*, but that is only half the battle, what vision, when do I send it, can people reply, how do they reply, how do I test all these things on small groups to maximise not only the delivery but the impact, engagement and response to a call to action.
If you are not convinced about personalised visual messaging. Here are a few thought starters for you: We hold our mobile phone numbers for an average of over 17 years, that’s longer than email or residential addresses. Already in other countries invoices, reminders, fines, insurance premiums and status updates are sent as unique personalised visual and text messages with delivery guaranteed by receipt. All of these can then be stored and accessed on the mobile.
Eibhlis Stuckey has a B.Eng (Robotics) from the University of Galway, she has worked as a software consultant in Europe and Australia, and in 2015 Founded MobileDigital an Australian owned software company that has developed, patented and supports SNIPER, a cloud based Communications as a Service Platform that enables all organisations to develop and send personalised visual and text messages direct to mobiles. Eibhlis will be speaking on the first morning of the Tech in Government Conference in Canberra August 2019.
#Mailchimp is the registered trademark of Rocket Internet
*Dr John Medina, Brain Rules, Rule 10
^Benedict Evans, Andressen Howitz
*^MobileSquared 2016, MEF