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

4. 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

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

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

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

8. 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)

9. . . . 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

10. Messaging apps: demonstrated fastest-growing online behaviors and passed social networks
Image source: Business Insider (

11. Despite huge reach, marketing offerings are limited today

12. 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

13. Engagement is high in messaging apps in the US

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

15. KLM added customer service support via Facebook Messenger
Image source: KLM (

16. 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

17. Conversations will change the relationship between brands and consumers
Image source: Starwood (

18. Bots are not yet the new apps . . .

19. . . . but offer a glimpse into the future

20. 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

21. 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?

22. 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.

23. 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.

24. Q&A, wrap-up, and next steps

25. Thomas Husson