Download - Messaging bots new opportunities
Mobile-centric messaging as new interface
new opportunities 2016.03
- Texting as new habit and universal interface
- Current messaging landscape
- Key dimensions for business opportunities
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
1.Texting as new habit + new universal interface“Text-based interaction is fast, fun, funny, flexible, intimate, descriptive and even consistent in ways that voice and user interface often are not.” — Jonathan Libov
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Brief history of text messaging
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Messaging has been the fastest-growing online behavior within the social landscape over the past five years, passing social networks
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Mobile centric messaging are very different from other communication channels (email, calls, …)
1) Free2) Long lived (on the record)3) Asynchronous (by expectation) but can be
synchronous 4) 24*75) Grouped by people, not by topic (as emails)6) Ordered by most recent activity (inbound or
outbound) - don’t eliminate while answered7) Universal interface (in contrast to GUI of different
apps)8) More effortless than voice9) Forces us to be concise
10) Works well in 1:1, 1:N, and M:N modes11) Can be indexed and searched efficiently
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Cognitive ease
Repeated experience
Free
Familiar interface
Good mood
Positive context
No pressure
High ability
Feels familiar
Feels true
Feels good
Feels effortless
Texting is for cognitive ease
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Text is comfortable, funny and responsive (stats)
1. Texting is the most widely-used and frequently used app on a smartphone, with 97% of Americans using it at least once a day. (Pew Internet)
2. Text messages have a 98% open rate, while email has only a 20% open rate. (Mobile Marketing Watch)
3. Text messaging has a 45% response rate, while email only has a 6% response rate. (Velocify)4. 90% of all text messages are read in under 3 minutes. (Connect Mogul)5. Text messages are read on average in under five seconds. (SlickText)6. The average adult spends a total of 23 hours a week texting (USA Today)7. The average Millennial exchanges an average of 67 text messages per day (Business Insider)8. On average, Americans exchange twice as many texts as they do calls (Nielsen)9. Only 43% of smartphone owners use their phone to make calls, but over 70% of smartphone
users text (Connect Mogul)10. 55% of heavy text message users (50+ texts per day) say they would prefer to receive a text
over a phone call (Pew Research Center)11. In 2011, 31% of Americans said they preferred text messages to phone calls (Pew Research
Center)12. It takes the average person 90 minutes to respond to email, but only 90 seconds to respond to
a text message. (CTIA)13. American women text 14% more than men. (Nielsen)
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Text is well suited for businesses interface (stats)1. 38% of contact centers currently offer SMS, and 23% have plans to add it in the next 12
months. That means 61% of contact centers will offer SMS support in 2016. (Dimension Data)2. 80% of people are currently using texting for business. (eWeek)3. The activities people with text capabilities would most prefer to do via text are: check order
status (38%) schedule or change appointments (32%) and make or confirm reservations (31%). (Harris poll)
4. Over half of customers said they would be likely to text with a customer support agent. Similarly (eWeek)
5. A 2012 study found that text was the highest rated contact method for customer satisfaction out of all other customer communication channels. (CFI Group)
6. Millenials prefer automated text messaging over IVR,(Frost & Sullivan)7. Sales prospects who are sent text messages convert at a rate 40% higher than those who are
not sent any text messages. (Velocify)8. Over 80% of people use text messaging for business, and 15% said that more than half their
messages are for business purposes. (eWeek)9. 44% of consumers with texting capabilities would prefer to initiate a text conversation
immediately, rather than waiting on hold to speak with an agent. (Harris Poll; link below)10. Nearly 70% of employees think their organization should use text messaging to communicate
with employees (Vitiello Communications Group)11. 64% of all consumers are likely to have a positive perception of a company that offers texting
as a service channel (Harris Poll; link below).Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
New internet users most likely to onboard via messaging platforms
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Messaging will add 1.1 Billion new users by 2018
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Not “one size fits all” - many people use different messenger apps for various use cases
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
2.Current messaging landscape“I’ve seen the new face of search, and it ain’t google.”
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
1) Mobile messaging apps are massive. Falling data prices, cheaper devices, and improved features are helping propel their growth. New users onboard with messengers.
2) Messaging apps are about more than messaging. The first stage - growth. Next phase - building out services and monetization
3) Popular Asian messaging apps like WeChat, KakaoTalk, and LINE have taken the lead in finding innovative ways to keep users engaged.
4) Media companies, and marketers are still investing more time and resources into social networks like Facebook and Twitter than they are into messaging services. That will change as messaging companies build out their services and provide more avenues for connecting brands, publishers, and advertisers with users.
Key takeaways
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
The most famous plot to pitch investors on your bot idea:)
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Messaging Apps = Top Global Apps in Usage + Sessions
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Messaging Apps = Top Global Apps in Usage + Sessions
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
The messaging boom is about price—sending an SMS is up to 63x more expensive outside the U.S., while messaging apps are flat-fee or free
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Facebook’s WhatsApp and Messenger are the only global players, leaving them in the best position to capitalize on messaging
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
In Asia-Pacific, local messaging apps dominate in the largest countries, but in Southeast Asia global players are competing
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
As major Asian messaging platforms reach scale, they have launched new first-party and third-party services as apps on top of messaging, capturing significant messaging revenues
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
As major Asian messaging platforms reach scale, they have launched new first-party and third-party services as apps on top of messaging
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Messenger API statusWhatsapp Announced his plans to build and API
WeChat WeChat API
Facebook messenger Business pages API, messenger API coming soon - mixed between closed Asian model and Telegram open platform
Viber Closed API, open API coming soon
Line Line Partner
Telegram Opened platform - Bot API, Telegram API
Kakao Talk Kakao Developers
Google hangout Probably relaunch hangout and build an API
KiK API opened for selected businesses
More and more messengers open API for third-party services
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
New consumer businesses are being built on messaging platforms — messaging bots
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
3. Key dimensions for business opportunities “Thank god I don’t need to download another fucking app for this.”
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
1) To see the future of mobile messaging go South Eastern Asia (mobile leapfrogging in SEA)
2) Infrastructure companies3) New companies — ‘Assistant for X’4) Existing Companies and Organizations
New business opportunities
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Some examples
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Texting with Bus Time
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
You can choose product, take sales assistance, confirm purchase in one interface
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
To see the future of mobile messaging go to South Eastern Asia (mobile leapfrogging in SEA)
Southeast Asia Is Leading The World’s Most Disruptive Mobile Business Models
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
SEA it truly mobile first region
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
In Thai more than 50% in Line messenger
She can manage the “site” and respond to inquiries on mobile while sitting here all day
The motorcycle taxi around the corner can make quick deliveries if needed
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
C2C Models: The Six Steps To Quick Social Commerce In Southeast Asia
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
These services don’t offer “a great experience” but are ”good enough” and offer a good balance of reach, effort, functionality and adaptability
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
B2C Models: Line grocery delivery pilot in Thailand
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Infrastructure companies
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
There is a tremendous amount to build for the ecosystem
Discoverability. Opt-in strategies.
User text interface generation
Aggregation.
Meaning extraction. Preprocessing. Recognition.
Automated request processing
...
Human request processing
Operational infrastructure
Marketing platforms. Opt-in widgets
Bot constructors
API Connectors
NLP/AI
AI. Personalization.
CRM. Support ticketing systems
Analytics. Payments. Hosting.
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
1. An’t yet to early to build X part for the
ecosystem? Are businesses ready to use this?
2. Is this the best entry point to the market?
There are some questions
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
New companies — ‘Assistant for X’
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Message us, and we’ll assist you with X thing.
with a bot with a humanDigit - personal finance Vango - personal art advisorLuka - restaurant recommendations Larry - legal assistant…
Assist - personal assistant
Operator - shopping assistantPana - travel conciergePS Dept - personal shopper...
Facebook M - anythingMagic - personal assistant...
Spec
ific
vert
ical
Hor
izon
tal a
ggre
gato
rs
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
1. Distribution in a cost effective way?
2. If they aren’t human powered, is the interaction
actually better than a UI?
3. Could AI really automate the communication in
chousen scope?
4. If they are are human-powered, how and when
will the unit economics make sense?
There are some questions
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Existing Companies and Organizations
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
For every industry
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
For every step in value creating activities within an industry (ex agriculture)
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
For every block of a company internal value chain
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
For every step in consumer messaging chain
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
1. Distribution in a cost effective way?
2. Viral rate? Viral cycle?
3. First integration cycle?
4. One-to-One b2b solution or potential to become
a platform?
5. Barriers to entry - network effect (good) or better
salesteam/product/AI/someothershit (not good)?
There are some questions
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Reports and slides1. http://www.businessinsider.com/the-messaging-app-report-2015-11?IR=T2. http://www.kpcb.com/internet-trends3. http://www.slideshare.net/ActivateInc/activate-tech-and-media-outlook-20164. http://www.slideshare.net/yiibu/the-emerging-global-web
Essays and articles5. https://medium.com/@ben8128/the-messaging-landscape-in-2016-13b25cdf2f6e#.f6omkbt9t6. http://whoo.ps/2015/02/23/futures-of-text7. https://wit.ai/blog/2015/01/05/wit-ai-facebook8. http://www.usatoday.com/story/tech/news/2015/12/28/future-messaging-app-spells-end-google-we-know/77847504/9. https://medium.com/chris-messina/conversational-commerce-92e0bccfc3ff#.9e3fus6lj
10. http://techcrunch.com/2015/09/08/why-southeast-asia-is-leading-the-worlds-most-disruptive-mobile-business-models/#.hmsqr3k:YLDj
11. https://medium.com/@saranormous/clippy-s-revenge-39f7387f9aab#.os69lkpue12. https://medium.com/chris-messina/2016-will-be-the-year-of-conversational-commerce-1586e85e3991#.94fvp5pnu13. http://www.nirandfar.com/2015/07/why-assistant-as-an-app-might-be-the-next-big-tech-trend.html14. https://www.facebook.com/notes/david-marcus/heres-to-2016-with-messenger/1015448580400414815. http://www.wired.co.uk/magazine/archive/2015/11/features/inside-facebook-messenger16. https://www.fin.ventures/letters/on-bots-conversational-apps-and-fin17. http://techcrunch.com/2015/07/18/the-message-is-the-medium-reasons-assistants-as-app-work/18. https://www.ouvre-boite.com/messaging/19. http://dangrover.com/blog/2014/12/01/chinese-mobile-app-ui-trends.html#chatasui20. http://ben-evans.com/benedictevans/2014/8/1/app-unbundling-search-and-discovery21. http://ben-evans.com/benedictevans/2014/11/20/time-for-new-questions-in-mobile22. https://medium.com/welcome-aboard/batman-onboarding-999d19f0cab9#.7w68y2wo223. http://blog.layer.com/every-app-is-a-communications-app/24. https://stratechery.com/2014/messaging-mobiles-killer-app/App lists25. https://www.producthunt.com/@rrhoover/collections/invisible-apps26. https://www.producthunt.com/@thinker/collections/sms-text-based-services27. https://www.producthunt.com/e/slackbots-and-integrations28. https://www.producthunt.com/@chrismessina/collections/convcomm
Resources
Dmitry Matskevich: telegram.me/dmatskevich facebook.com/dmitry.matskevich
Ideas?
Dmitry Matskevich telegram.me/dmatskevich facebook.com/dmitry.matskevich