ConversationalCommerce

What is Conversational Commerce?Leveraging messaging or voice to interact with brands, services or bots on messaging platforms like Messenger, Kik, WeChat and others.

Youll be able to message your hotel to book your roomor message a food company for recipe suggestionsand receive personalized, one on one conversations with brands

Users800 million MAUs900 million MAUs650 million MAUs250 million MAUs200 million MAUs215 million MAUs50 million MAUs100 Million MAUsLocationNorth AmericaSouth America, Europe,AsiaAsia, EuropeNorth AmericaSE AsiaSouth KoreaGermany, EuropeDemographicsMillennials U.S.Millennials Global45% 18-25 year olds in ChinaFemale, 26-35U.S. TeensAsian TeensAsian TeensEuropen MillennialsBrandsAdvertising OpportunitiesBrand ChatsBrand ChatsStickers, Commerce, Brand ChatsBrand ChatsStickers, Emojis, BotsStickers, Commerce, Brand ChatsStickers, Commerce, Brand ChatsBrand ChatsUse CasesCustomer Service, Publishers, CPG, TravelPublishersMarketing, PublishersPublishersCommerce, PublishersMarketing, PublishersMarketing, PublishersPublishersNotesHuge potential for brands; early adopters will gain key learnings and audienceGlobal focus, strong opportunity for global CPG brands to maintain consistent voiceInterested in China? This is for youStrong way to deliver content to EuropeansFocus on U.S. Teens; multiple opportunities and very welcoming for brandsInterested in SE Asia? This is for youSouth Korean and Japanese focusPrivacy focused app for Europeans

AssistantsMessaging PlatformsBrands Using BotsEnabling TechExamples

Voice

Conversational

Messaging Landscape

Bot 411What are bots?Why should I build a bot?Who builds a bot?Where do the bots live?How do the bots vary by messaging platform?Bots are computer programs that mimic human conversations by using varying levels of artificial intelligence.Messaging platforms are the new browsers; bots are the new websites. Go to where the users are- which is currently on social networks and messaging platforms. This is a great opportunity to connect with your audience in a one on one yet scalable manner. You can either build one yourself or partner with a few different startups. They live in the messaging platforms. You train it with relevant information and products from your brand; it then has conversations with consumers on your behalf. Both the audience, tone and conversation are all different on various messaging platforms. Its important to understand which messaging platform you want to focus on and then build the bot based around your brand and audience.

But how did we get here?

With this much usage and engagement, the next evolution are for brands to contribute to the messaging ecosystem

Messaging platforms have grown extremely quickly due to the proliferation of smartphones and messaging platforms

One of the first examples of a brand on Messenger was Uber; notice the seamless integration into the messaging platform

Gone are the days

due to artificial intelligence and humans simply not being readyRemember Clippy? It largely failed

PASTFUTUREPeople want to ask their question when they want to ask it in their tone with as little searching as possibleand answered immediatelyPeople dont care about frequently asked questionsthey care about my questionMessaging will replace FAQs

But why now?

App SaturationHuge usageConvenience EconomyA.I. Technology is ready1234

So where are the opportunities?

Publishers: CNN on Messenger

CPG Brands: Sephora on Kik

Transactional, Travel & Customer Service: KLM on Messenger

Brands focusing on retail, transactional services, customer service and consumer engagement will need to have a presence on messaging platforms

Ben Kosinskiben.kosinski@icrossing.com