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The Gathering Storm
How mobile operators make money in the new business
messaging landscape
Robert GerstmannChief Evangelist & Co-Founder
Copyright© 2019 Sinch. All rights reserved. NDA Confidential. 1
HistoryFounded 2008 as CLXIPO 2015 on Nasdaq in Stockholm, Sweden
BootstrappedGrown organically to $100M in seven years
9 acquisitions – 6 in last 3 years4 product portfolio expansions5 messaging market expansions
Rebranded 2019
Sinch in a nutshell
Copyright© 2019 Sinch. All rights reserved. NDA Confidential. 2
Key HighlightsThe world’s biggest business messaging provider
$480M annual revenue
32% y-o-y growth
+1000 enterprise clients
+80 operator clients
+30B paid-for messages/year
+250 direct operator connections
+600 employees
+20 countries
ProductsFor EnterprisesRCS, SMS, MMS, WhatsApp, Voice, Video, Personalized video, Conversation platform
For OperatorsRCS as a ServiceA2P SMS Monetization & SecurityNetwork Infrastructure
Changing consumer expectations redraw the rules for
customer engagement.
Copyright © 2019 Sinch. All rights reserved. NDA Confidential.
high customer intimacylimited inventory
Copyright © 2019 Sinch. All rights reserved. NDA Confidential.
very large inventoryno personalization
Copyright © 2019 Sinch. All rights reserved. NDA Confidential.
infinite rangeoffering tailored to me
Customers demand relevancy, personalization, and a
cohesive customer journey.
Copyright© 2019 Sinch. All rights reserved. NDA Confidential. 11
From text to
Rich mediaBring your message to life
From generic content to
PersonalizationBuild 1:1 connections with your customers
From one-way to
ConversationsTurn your customer engagements into exciting dialogues
From SMS to
OmnichannelCreate seamless customerexperiences on any channel
The new business messaging paradigm
Copyright© 2019 Sinch. All rights reserved. NDA Confidential. 12
Revenue generationS
TA
GE
OB
JE
CT
IVE
EX
AM
PL
ES
ER
VIC
ES • Promotional SMS
• Contextual voice• Personalized video to
prevent bill shock
• Add revenues• Reduce churn
Revenue generation
Revenue generation
• One Time Passwords (OTP)• Verification
Number masking• Mobile boarding pass
• Use CPaaS functionality as core component in own product
• Improve efficiency• Reduce cost
Service enablement
Revenue generation
• Blending voice & messaging• WhatsApp instead of phone• Bots and AI to handle
requests without human intervention
• Handle customer support• Improve customer
experience• Reduce contact center cost
Customer care
Customer journey perspectiveMobile services for every step of the way
The business messaging market – MNO perspective
Copyright© 2019 Sinch. All rights reserved. NDA Confidential. 13
Business ClientsEnterprises, ASPs,
Aggregators
SubstitutesApps, Chat, Email, Push, Voice, Video,
Web
Competitionbetween
Mobile Operators
New EntrantsWhatsApp, FBM,
WeChat, ABC, KakaoTalk, Line, Viber, Telegram,
etc.
SuppliersGoogle, Sinch, Samsung, WIT,
Mavenir,etc.
Messaging is the channel of choice
Copyright© 2019 Sinch. All rights reserved. NDA Confidential. 14
DemographyYounger generation prefers messaging
User ExperienceConsumers can engage when available,yet they’re reached instantly and timely
CostEase of automation with bots ensures lowest cost per contact
Voice and App traffic will move
to Messaging
NativeNo app download required nor can notifications be turned off
Copyright© 2018 Sinch. All rights reserved. NDA Confidential. 15
How businesses will engage their customersWhich communication channel to choose?
Customer experience per use case
ROIUser baseCostEase of use
Consumer preferenceTrustExisting behavior
Copyright© 2019 Sinch. All rights reserved. NDA Confidential. 16
A new vendor landscapeLimited and new set of providers (so far)On-premise v Platform-as-a-Service
The foundations of a happy relationshipDon’t give away too much future revenuesTime to market is importantEnsure partner follows the RCS standardsFind the golden mean
Our approachWe are offering RCS Application Server + MaaP as a serviceIn partnership with WIT
Choosing infrastructure providerGetting hitched
Copyright© 2019 Sinch. All rights reserved. NDA Confidential. 17
MNOs / RCS
Potential User Base
Predictability
Brand Neutrality
Privacy
User behavior from A2P SMS
OTTs
User Base now
Multinational
Centralized
Fast
User behavior from P2P
Most popular messaging apps per country
FacebookMessenger
KakaoTalk
Viber
Line
Telegram
In the SMS era OTTs won P2P globally and A2P in JapanMNOs won A2P in the rest of world
Inherent strengths of MNOs & OTTs Clash of the Titans
Time to Market – Get going!User base, User base, User baseTrial and error
Features & Add-Ons – Get more!Carrier billingDirectory is key for P2ADirectory is key for adds and search
Commercials – SMS as blueprint, expand from therePrice Models: Transaction and SessionData Charging: Include in price for the enterprise + fair use policyPrice Levels: Reflect the value, don’t repeat MMS
Process – Simple but robustOnboarding: Leverage existing ecosystemVerified Sender: National collaborationInteroperability: Critical to drive user base and for group chatStandards: Ensure handset and system compatibility
Copyright© 2019 Sinch. All rights reserved. NDA Confidential. 18
Making RCS the winning business messaging channelBarbarians at the gate
Copyright© 2019 Sinch. All rights reserved. NDA Confidential. 19
Get going! Build RCS user base! Now!Single most important factor that you can impact
Stand your ground when choosing suppliersEnsure long term profits… but time to market is essential
Balanced commercials optimize profitabilityReasonable price model adapted to rich and conversational nature of RCS
Leverage existing ecosystem to make things workOnboarding, sender verification, brand evangelism, cross channel/MNO
Bolster your enterprise offeringFor your direct-to-enterprise business you will need enhanced capabilities
Winning the future of messagingThe recipe for operator success
Copyright© 2019 Sinch. All rights reserved. NDA Confidential. 20robert.gerstmann@sinch.com
Thank you.
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