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    Messaging bots new opportunities

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    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

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    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

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    Brief history of text messaging

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

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    Mobile centric messaging are very different from
    other communication channels (email, calls, …)
    1) Free
    2) Long lived (on the record)
    3) Asynchronous (by expectation) but can be
    synchronous
    4) 24*7
    5) Grouped by people, not by topic (as emails)
    6) Ordered by most recent activity (inbound or
    outbound) - don’t eliminate while answered
    7) Universal interface (in contrast to GUI of different
    apps)
    8) More effortless than voice
    9) Forces us to be concise
    10) Works well in 1:1, 1:N, and M:N modes
    11) Can be indexed and searched efficiently
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    Texting is for cognitive ease
    Repeated experience

    Free
    Feels familiar
    Familiar interface
    Feels true
    Good mood

    Cognitive ease
    Feels good

    Positive context

    Feels effortless
    No pressure

    High ability
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    Text is comfortable, funny and responsive (stats)
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    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)
    Text messages have a 98% open rate, while email has only a 20% open rate. (Mobile
    Marketing Watch)
    Text messaging has a 45% response rate, while email only has a 6% response rate. (Velocify)
    90% of all text messages are read in under 3 minutes. (Connect Mogul)
    Text messages are read on average in under five seconds. (SlickText)
    The average adult spends a total of 23 hours a week texting (USA Today)
    The average Millennial exchanges an average of 67 text messages per day (Business Insider)
    On average, Americans exchange twice as many texts as they do calls (Nielsen)
    Only 43% of smartphone owners use their phone to make calls, but over 70% of smartphone
    users text (Connect Mogul)
    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)
    In 2011, 31% of Americans said they preferred text messages to phone calls (Pew Research
    Center)
    It takes the average person 90 minutes to respond to email, but only 90 seconds to respond to
    a text message. (CTIA)
    American women text 14% more than men. (Nielsen)
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    Text is well suited for businesses interface (stats)
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    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)
    80% of people are currently using texting for business. (eWeek)
    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)
    Over half of customers said they would be likely to text with a customer support agent.
    Similarly (eWeek)
    A 2012 study found that text was the highest rated contact method for customer satisfaction
    out of all other customer communication channels. (CFI Group)
    Millenials prefer automated text messaging over IVR,(Frost & Sullivan)
    Sales prospects who are sent text messages convert at a rate 40% higher than those who are
    not sent any text messages. (Velocify)
    Over 80% of people use text messaging for business, and 15% said that more than half their
    messages are for business purposes. (eWeek)
    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)
    Nearly 70% of employees think their organization should use text messaging to communicate
    with employees (Vitiello Communications Group)
    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).
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    New internet users most likely to onboard via
    messaging platforms

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    Messaging will add 1.1 Billion new users by 2018

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

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

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    Key takeaways

    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.

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

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    Messaging Apps = Top Global Apps in Usage +
    Sessions

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    Messaging Apps = Top Global Apps in Usage +
    Sessions

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    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

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

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

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    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

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

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    More and more messengers open API for third-party
    services
    Messenger

    API status

    Whatsapp

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

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

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    New business opportunities

    1) To see the future of mobile messaging go
    South Eastern Asia (mobile leapfrogging in
    SEA)
    2) Infrastructure companies
    3) New companies — ‘Assistant for X’
    4) Existing Companies and Organizations

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    Some examples

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    Texting with Bus Time

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

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    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

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    SEA it truly mobile first region

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    In Thai more than 50%
    in Line messenger

    The motorcycle taxi
    around the corner can
    make quick deliveries if
    needed

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    She can manage the
    “site” and respond to
    inquiries on mobile while
    sitting here all day

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

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

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    B2C Models: Line grocery delivery pilot in Thailand

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    Infrastructure companies

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    There is a tremendous amount to build for the
    ecosystem

    ...

    Discoverability. Opt-in strategies.

    Marketing platforms. Opt-in widgets

    User text interface generation

    Bot constructors

    Aggregation.

    API Connectors

    Meaning extraction. Preprocessing. Recognition.

    NLP/AI

    Automated request processing

    AI. Personalization.

    Human request processing

    CRM. Support ticketing systems

    Operational infrastructure

    Analytics. Payments. Hosting.

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    There are some questions
    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?

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    New companies — ‘Assistant for X’

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    Message us, and we’ll assist you with X thing.

    Horizontal aggregators

    Specific vertical

    with a bot
    Digit - personal finance
    Vango - personal art
    advisor
    Luka - restaurant
    recommendations
    Larry - legal assistant


    Assist - personal assistant

    with a human
    Operator - shopping
    assistant
    Pana - travel concierge
    PS Dept - personal shopper
    ...

    Facebook M - anything
    Magic - personal assistant
    ...

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    There are some questions
    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?

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    Existing Companies and Organizations

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    For every industry

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

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    For every block of a company internal value chain

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    For every step in consumer messaging chain

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    There are some questions
    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)?

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    Resources
    Reports and slides
    1.
    2.
    3.
    4.

    http://www.businessinsider.com/the-messaging-app-report-2015-11?IR=T
    http://www.kpcb.com/internet-trends
    http://www.slideshare.net/ActivateInc/activate-tech-and-media-outlook-2016
    http://www.slideshare.net/yiibu/the-emerging-global-web

    Essays and articles
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    https://medium.com/@ben8128/the-messaging-landscape-in-2016-13b25cdf2f6e#.f6omkbt9t
    http://whoo.ps/2015/02/23/futures-of-text
    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/
    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/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
    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
    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/
    https://www.ouvre-boite.com/messaging/
    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/2014/11/20/time-for-new-questions-in-mobile
    https://medium.com/welcome-aboard/batman-onboarding-999d19f0cab9#.7w68y2wo2
    http://blog.layer.com/every-app-is-a-communications-app/
    https://stratechery.com/2014/messaging-mobiles-killer-app/

    App lists
    25.
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    27.
    28.

    https://www.producthunt.com/@rrhoover/collections/invisible-apps
    https://www.producthunt.com/@thinker/collections/sms-text-based-services
    https://www.producthunt.com/e/slackbots-and-integrations
    https://www.producthunt.com/@chrismessina/collections/convcomm
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    Ideas?

    Dmitry Matskevich
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