Adding value to messaging services will be differentiator for operators
Messaging is not just a free alternative to SMS, it is becoming a platform for a range of digital services, said Kobus Smit, Deutsche Telekom’s head of voice and messaging products at Capacity’s Messaging and SMS World event in London.
Text messaging has consistently been ranked as the number one activity for smartphone users, said Smit, with social media and web browsing right behind.
“These are interesting trends that show the relevance of messaging. Messaging is still important and still retaining customer relevance. It is also an entry point for voice,” he said.
Qivicon, a smart home service developed by Deutsche Telekom, is one example in which messaging and the chat functionality have been integrated to encourage customer interaction.
“As operators, we need to own customer interaction,” said Smit, such as understanding the amount of time spent on an application and in turn, identifying opportunities to upsell. The ability to utilise in-chat applications and combining it with other services too will provide value for operators and their customers.
Smit warns operators not to sit back in the messaging space: “The game is not lost. It is dangerous for operators to think that, because it is becoming more important.”
“Messaging is extremely valuable and operators have a right to come to that party. We can get this right – by providing value and potentially using data for constructive solutions,” he concluded.