WEBINAR The Future Of Messaging Apps Thomas Husson, Vice President, Principal Analyst @Thomas_Husson June 20, 2016. Call in at 10:55 a.m. Eastern time

Mobile is the new face of social Smartphone apps can access your address book and bypass the need to rebuild your social graph on a new service. They can access your photo library and eliminate the need for users to upload photos to myriad different networks. Apps all get an icon on the home screen. “The smartphone itself becomes the social platform.” — Benedict Evans and Andreessen Horowitz

Emojis are not just a Japanese cultural phenomenon but also a universal way of expression

WeChat is not a messaging app; it has become a lifestyle platform

Messaging apps combine the trifecta of digital power Frequency of usage Emotional connection Convenience

They offer more expressive and emotional forms of communication . . . “Selfie” phenomenon: a mobile version of YouTube’s narcissistic “broadcast yourself” tagline? ̶ or ̶ “The transition between digital media as self-expression and digital media as communication.” (Evan Spiegel, CEO, Snapchat)

. . . and merge social, offline experiences with online communications “The traditional social media view of identity is actually quite radical: You are the sum of your published experience. Snapchat says that we are not the sum of everything we have said or done or published — we are the result. We no longer capture the real world and recreate it online — we simply live and communicate at the same time.” Evan Spiegel CEO Snapchat

Messaging apps: demonstrated fastest-growing online behaviors and passed social networks Image source: Business Insider (http://www.businessinsider.com/the-messaging-app-report-2015-11)

Despite huge reach, marketing offerings are limited today

Chinese consumers interact with brands on WeChat Base: 3,526 metro Chinese online adults (18+) who use WeChat; Source: Forrester’s Asia Pacific Consumer Technographics® China Survey, 2015

Engagement is high in messaging apps in the US

Engagement is similar, but WhatsApp is way more popular, in the UK

KLM added customer service support via Facebook Messenger Image source: KLM (https://www.klm.com/)

Messaging apps will play a role throughout the customer life cycle Advertising QR code Branded emoticons and stickers Snapchat Discover WeChat public account Messenger app CRM Loyalty programs Bots on FB Messenger WhatsApp (nonofficial API integration) WeChat public account Messenger app CRM Public account HTML5 page Product recommendation on bots Payments (KakaoPay, LinePay, and WeChat Pay) Coupons and commerce (Line Mall, WeChat mini store, etc. ) Bots (FB Messenger, Kik, etc.) Public account WeChat smart services

Conversations will change the relationship between brands and consumers Image source: Starwood (http://www.starwoodhotels.com/)

Bots are not yet the new apps . . .

. . . but offer a glimpse into the future

Conversation platforms as the next computing interface From peer conversations to a new computing interface AI will power conversations with brands via bots and smart assistants. A paradigm shift for a new user interface powering conversations with brands

Voice interfaces and AI-driven chats will simulate key parts of the human experience Conversation won’t always have to end in an action. “One bot to rule them all” will give way to the “team of rivals.” Which bot will be “you” when you don’t want to be?

Recommendations: change your marketing mindset Move away from app silos to build a mobile ecosystem. Borrow mobile moments on new platforms. Be human, helpful, and handy. Get ready to serve your customers in real time. Prepare for a variety of brand security and privacy threats.

For more information “Brief: Facebook Messenger Bets On Bots” Forrester report “Messaging Apps: Mobile Becomes The New Face Of Social” Forrester report Upcoming “The Future Of Messaging Apps” Forrester report Set up an inquiry to discuss.

Q&A, wrap-up, and next steps

Thomas Husson thusson@forrester.com Twitter: @Thomas_Husson