fb Messenger positioned as alternative for mobile web, apps & SMS
Messenger turns into an immense new commerce and content platform for 50 million entrepreneurs and brands.
As expected, at fb’s F8 developer convention today, the corporate introduced Messenger Platform for third-birthday party developers. It also announced a related “bots for Messenger” tool set that enables advent of scalable, AI-powered interactions with firms on Messenger.
The transfer follows the blueprint of the ten-12 months-outdated facebook Platform, but it might have extra dramatic implications for commerce, customer support and content material distribution.
Some individuals, together with analyst Dan Miller of Opus analysis in 2011, and more not too long ago, Chris Messina, have used the term “conversational commerce” to talk about new ways in which brands and consumers can interact via know-how akin to chat bots and messaging. Others have audaciously referred to as messaging apps “the brand new browsers.” that remains to be seen and is contingent on vital consumer conduct exchange.
by using the identical token, Messenger has huge global possible. With a base of 900 million month-to-month active distinctive users and 50 million company Pages, fb already has each side of a worldwide marketplace. facebook hopes marketers will turn to Messenger now as a chief communique and commerce channel to succeed in the company’s massive consumer base.
David Marcus, who runs Messenger, has now in some ways transform crucial particular person at facebook. He in brief confirmed of the range of issues that Messenger as a platform could do right through the keynote. customers could buy sneakers or flowers, play games, discover and get right of entry to news content material and generally interact with brands and companies. Messenger is also now a search engine the place customers can discover content or firms on Messenger.
in all probability the most attention-grabbing part of the Marcus keynote used to be the positioning of Messenger as an alternative choice to SMS, the cell internet, and even apps. facebook Messenger and WhatsApp collectively process 60 billion messages per day. That’s 3x global SMS messaging quantity, according to facebook.
while fb and Messenger are prime apps with massive reach, fb reminded the audience that it’s very difficult to obtain and retain app customers (see shops). And the cellular web continuously offers a second-charge user experience (the reason in the back of Google AMP).
facebook is greater than implying that Messenger can operate as an alternative channel. In practice, it will most probably complement other channels and further fragment digital and cell audiences.
Some marketers and brands will efficiently use Messenger for commerce, some will use it primarily as a customer support channel (risk, Twitter) and some will use it to simply have interaction or collect users for other functions. And there will be “backed messages,” cautiously applied in the beginning.
along with the Messenger Platform announcement, facebook announced an array of 33 launch companions offering the gamut of pondered use cases from commerce to content discovery. They incorporated bank of the us, Burger King, CNN, Expedia, Fandango, LivePerson, Salesforce, Shopify, StubHub, Thrillist and UNICEF.
(Some photography used below license from Shutterstock.com.)