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

https://telegram.me/dmatskevich

http://www.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




Brief history of text messaging




Messaging has been the fastest-growing online behavior within the social landscape over the past five years, passing social networks




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




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




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)


http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/

http://mobilemarketingwatch.com/sms-marketing-wallops-email-with-98-open-rate-and-only-1-spam-43866/



https://www.marketingtechblog.com/text-messaging/

http://connectmogul.com/2013/03/texting-statistics/

http://www.slicktext.com/blog/2014/02/text-message-marketing-the-new-kid-on-the-block-infographic/

http://www.usatoday.com/experience/weekend/lifestyle/michael-wolff-how-media-usage-is-taking-over-our-lives/12487581/

http://www.businessinsider.com/chart-of-the-day-number-of-texts-sent-2013-3

http://www.mosio.com/mobileanswers/facts-and-figures-mobile-text-message-usage-in-the-u-s-its-massive/

http://connectmogul.com/2013/03/texting-statistics/

http://www.pewinternet.org/2011/09/19/americans-and-text-messaging/




http://blog.hubspot.com/blog/tabid/6307/bid/24082/9-Amazing-Mobile-Marketing-Statistics-Every-Marketer-Should-Know.aspx

http://www.nielsen.com/us/en/insights/news/2013/10-things-to-know-about-todays-female-consumer.html



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

http://www.dimensiondata.com/Global/Downloadable%20Documents/2015%20Global%20Contact%20Centre%20Benchmarking%20Summary%20Report.pdf

http://www.eweek.com/small-business/businesses-texting-grows-more-widespread.html

http://www.eweek.com/networking/consumers-like-using-text-messages-to-solve-customer-service-issues.html

http://www.cfigroup.com/downloads/CCSI_2012.pdf

http://www.frost.com/c/10107/blog/blog-display.do?id=3415568&bdata=aHR0cDovL3d3dy5mcm9zdC5jb20vYy8xMDEwNy9ibG9nL2luZGV4LmRvP3BhZ2VTaXplPTcmcGFnZT01QH5AQmxvZ0B%2BQDE0MDI2MTU0OTg0NTE%3D

http://pages.velocify.com/rs/leads360/images/Text-Messaging-for-Better-Sales-Conversion.pdf?mkt_tok=3RkMMJWWfF9wsRonuKvBZKXonjHpfsX97uouXa%2Bg38431UFwdcjKPmjr1YIHTcZ0aPyQAgobGp5I5FENSLLYWKpst6cJWA%3D%3D

http://www.eweek.com/small-business/businesses-texting-grows-more-widespread.html

https://www.callfire.com/blog/2014/01/06/businesses-communicate-internally-with-sms



New internet users most likely to onboard via messaging platforms




Messaging will add 1.1 Billion new users by 2018




Not “one size fits all” - many people use different messenger apps for various use cases




2.Current messaging landscape“I’ve seen the new face of search, and it ain’t google.”




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




The most famous plot to pitch investors on your bot idea:)




Messaging Apps = Top Global Apps in Usage + Sessions




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




Facebook’s WhatsApp and Messenger are the only global players, leaving them in the best position to capitalize on messaging




In Asia-Pacific, local messaging apps dominate in the largest countries, but in Southeast Asia global players are competing




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




As major Asian messaging platforms reach scale, they have launched new first-party and third-party services as apps on top of messaging




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




New consumer businesses are being built on messaging platforms — messaging bots




3. Key dimensions for business opportunities “Thank god I don’t need to download another fucking app for this.”




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




Some examples




Texting with Bus Time




You can choose product, take sales assistance, confirm purchase in one interface




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




SEA it truly mobile first region




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




C2C Models: The Six Steps To Quick Social Commerce In Southeast Asia




These services don’t offer “a great experience” but are ”good enough” and offer a good balance of reach, effort, functionality and adaptability




B2C Models: Line grocery delivery pilot in Thailand




Infrastructure companies




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.




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




New companies — ‘Assistant for X’




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


http://digit.co/

http://digit.co/

http://digit.co/

http://assi.st/

http://assi.st/

https://www.operator.com/

https://www.operator.com/

https://pana.com/

https://pana.com/

https://www.psdept.com/

https://www.psdept.com/

https://getmagicnow.com/

https://getmagicnow.com/



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?





Existing Companies and Organizations




For every industry




For every step in value creating activities within an industry (ex agriculture)




For every block of a company internal value chain




For every step in consumer messaging chain




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)?





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


http://www.businessinsider.com/the-messaging-app-report-2015-11?IR=T

http://www.businessinsider.com/the-messaging-app-report-2015-11?IR=T

http://www.slideshare.net/yiibu/the-emerging-global-web

http://www.slideshare.net/yiibu/the-emerging-global-web

https://medium.com/@ben8128/the-messaging-landscape-in-2016-13b25cdf2f6e#.f6omkbt9t

https://medium.com/@ben8128/the-messaging-landscape-in-2016-13b25cdf2f6e#.f6omkbt9t

http://whoo.ps/2015/02/23/futures-of-text

http://whoo.ps/2015/02/23/futures-of-text

https://wit.ai/blog/2015/01/05/wit-ai-facebook

https://wit.ai/blog/2015/01/05/wit-ai-facebook

http://www.usatoday.com/story/tech/news/2015/12/28/future-messaging-app-spells-end-google-we-know/77847504/

http://www.usatoday.com/story/tech/news/2015/12/28/future-messaging-app-spells-end-google-we-know/77847504/

https://medium.com/chris-messina/conversational-commerce-92e0bccfc3ff#.9e3fus6lj

https://medium.com/chris-messina/conversational-commerce-92e0bccfc3ff#.9e3fus6lj

http://techcrunch.com/2015/09/08/why-southeast-asia-is-leading-the-worlds-most-disruptive-mobile-business-models/#.hmsqr3k:YLDj



https://medium.com/@saranormous/clippy-s-revenge-39f7387f9aab#.os69lkpue

https://medium.com/@saranormous/clippy-s-revenge-39f7387f9aab#.os69lkpue

https://medium.com/chris-messina/2016-will-be-the-year-of-conversational-commerce-1586e85e3991#.94fvp5pnu

https://medium.com/chris-messina/2016-will-be-the-year-of-conversational-commerce-1586e85e3991#.94fvp5pnu

http://www.nirandfar.com/2015/07/why-assistant-as-an-app-might-be-the-next-big-tech-trend.html

http://www.nirandfar.com/2015/07/why-assistant-as-an-app-might-be-the-next-big-tech-trend.html

https://www.facebook.com/notes/david-marcus/heres-to-2016-with-messenger/10154485804004148

https://www.facebook.com/notes/david-marcus/heres-to-2016-with-messenger/10154485804004148

http://www.wired.co.uk/magazine/archive/2015/11/features/inside-facebook-messenger

http://www.wired.co.uk/magazine/archive/2015/11/features/inside-facebook-messenger

https://www.fin.ventures/letters/on-bots-conversational-apps-and-fin

https://www.fin.ventures/letters/on-bots-conversational-apps-and-fin

http://techcrunch.com/2015/07/18/the-message-is-the-medium-reasons-assistants-as-app-work/

http://techcrunch.com/2015/07/18/the-message-is-the-medium-reasons-assistants-as-app-work/

https://www.ouvre-boite.com/messaging/

https://www.ouvre-boite.com/messaging/

http://dangrover.com/blog/2014/12/01/chinese-mobile-app-ui-trends.html#chatasui

http://dangrover.com/blog/2014/12/01/chinese-mobile-app-ui-trends.html#chatasui

http://ben-evans.com/benedictevans/2014/8/1/app-unbundling-search-and-discovery

http://ben-evans.com/benedictevans/2014/8/1/app-unbundling-search-and-discovery

http://ben-evans.com/benedictevans/2014/11/20/time-for-new-questions-in-mobile

http://ben-evans.com/benedictevans/2014/11/20/time-for-new-questions-in-mobile

https://medium.com/welcome-aboard/batman-onboarding-999d19f0cab9#.7w68y2wo2

https://medium.com/welcome-aboard/batman-onboarding-999d19f0cab9#.7w68y2wo2

http://blog.layer.com/every-app-is-a-communications-app/

http://blog.layer.com/every-app-is-a-communications-app/

https://www.producthunt.com/@rrhoover/collections/invisible-apps

https://www.producthunt.com/@rrhoover/collections/invisible-apps

https://www.producthunt.com/@thinker/collections/sms-text-based-services

https://www.producthunt.com/@thinker/collections/sms-text-based-services

https://www.producthunt.com/e/slackbots-and-integrations

https://www.producthunt.com/e/slackbots-and-integrations



Ideas?

Dmitry Matskevich telegram.me/dmatskevich facebook.com/dmitry.matskevich



