myElefant RCS Demo at the GSMA mobile World Congress (2019)
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myElefant RCS Demo at the GSMA mobile World Congress (2019)


Derek: Hello, everyone, Derek Johnson with
tatango.com. We’re here at Mobile World Congress 2019 in
Barcelona. We’re here at the GSMA innovation city. And we’re looking at all these awesome RCS
demos. And we have a really great one from my friend
Cyril at myElefant.com. So first off, what is myElefant? Cyril: So thanks, Derek. myElefant, we’re a mobile messaging platform. So we started our business with the SMS and
reach SMS. And now we’re heading forward to RCS. And we are here with our three different demos
from different customers. And I’ll be happy to show you. Derek: Perfect, so let’s get into it. And just to be clear, you are the software
provider that builds these things for the brands. Cyril: Exactly, exactly. We’re on top of the Google backend, and it’s
a SaaS platform that can be used by marketing teams to create easily the scenarios, the
commercial scenarios. It’s just a drag and drop tool to create this
amazing scenario of them I will show you. Derek: And from the accent, I can tell you’re
not from the United States. I know you’re from France. What has been the reaction in France about
RCS in this kind of, you know, experience? Cyril: Yes, I can tell you that all our customers
are really thrilled about RCS. It’s been a couple of months that we’re really
showcasing what we can do with ourselves with them. And we didn’t have any negative answers. I mean, every time we pitch to our customers
they’re like, “Yes, I want to be the first one to do it. I want to use RCS.” And so we’re now waiting for RCS be live in
France and in Europe because that’s our territory. Derek: And SMS, that’s what you currently
do. What’s the reaction to SMS in your country? Cyril: I mean, SMS is widely used in France. So it’s a very…all the marketings are very
used to SMS. But now they think it’s a bit an old fashioned
technology. So with the rise of mobile messaging platforms,
WhatsApp, etc, etc. They guess that’s when they’re sending campaigns
on SMS, they know that the experience is not as good as it could be. And the answer we have with RCS is that, yes,
now the experience will be the same and even better, and it’s very easy to roll out. So it’s really something that they are expecting
from us. Derek: Okay, so walk me through this. Who is this company? And this is a consumer interacting with this
company, right? Cyril: Yes So it’s, Bouygues [SP] Telecom
is a mobile operator in France. So this scenario is about how can we provide
the best offer for the customer. So it’s a way to narrow the funnel of the
customers and to guide him to the best offer. So we use a lot of the quick response message. And so it’s going to be a few questions as
we go, we’re able to ask. So first of all, one of the key features of
RCS is that we can have this amazing media and the quality of the media is very good. So it’s images can be video, it can be whatever
we want, jigsaw [SP] or whatever. Also [inaudible 00:03:04] a way to stay in
contact with people. Derek: And explain those smart replies. I know what they are but why are they so powerful
with RCS and why doesn’t SMS have smart replies? Cyril: It’s a way to…it’s really a conversation. So it’s a way to guide the user to the conversation,
so he doesn’t have to type anything, we’re just providing a few answers and he’ll be
able to navigate throughout the scenario. So it’s a way to drive the user to providing
the smoother way to go to the effort that we want to address to him. Derek: And before you click on it, these are
smart replies, right? Okay. So walk them through what happens when you
click on it and what gets created. Cyril: I mean, you have to understand it’s
not here as a decision tree. So it starts with one point, and then you
have different forks. And so in the end, you can have, like, I don’t
know, 50, 100, 1000 outputs in the scenario. So it’s just a way to guide the user. So the scenario can be as vast as you want. And this one is quite narrow, because it’s
a demo. But you can have very, very long and very,
very powerful scenarios with it. Derek: And when you click on it, walk them
through when you actually click on it, what is happening on the phone? Cyril: It’s just it communicates with a platform
and saying, “Okay, this is the answer so I’ll have to follow on the scenario on this branch.” And it’s a way to drive the customer. So another thing is interesting is that as
you can see, the way that we’re talking to customers is much more lively. It’s less formal that we could have done on
SMS or on emails. It’s not “Yes,” it’s “Yup.” You got these emojis. It’s not because we’re talking to young people,
it’s just a way to be much more casual with customers and much more human. Exactly. And that’s something we couldn’t do with SMS. And that’s something when we show it to our
customer, they’re like, “Yes, yes, it makes sense. Yes, we have to talk to our customers this
way.” So obviously, we won’t talk to insurance the
same way that we talked to younger people, but we have a wide range of addressing the
customers, and a way of talking to them. The tone is very important. So let’s say, okay, I will browse more than
two and a half hours a day. So that’s a lot. Again, when I’m abroad, how do I use my phone? And then, okay, I get the answer. That was the second question. And now, drumroll and this is the offer that
Bouygues Telecom thinks is the best for me according to the question that I asked. And this one is, you know, more internet and… Derek: So you can click on that image. And it’s actually opening within messaging,
it’s not going to mobile web. Cyril: No. And after if I want to end the scenario, I
can switch to mobile web, correct clicking on Discovery Online, but we know that I could
have this scenario entirely on RCS. I could have payment, I could have directly
all the integration with the information system of the mobile operators could be done inside
RCS. And I think it might be something which is
the most important thing about RCS, it’s not just another communication way, it’s not…I
was sending SMS sending to the mobile side. And now I send on RCS sending to mobile site,
RCS can do everything. It’s a communication, but it’s also a way
of conversion. So we could have added a payment, we could
have added all the transformation quotes that the scenario could have been stopped inside
this scenario. Derek: Now you bring up a good point, a lot
of this stuff, and then you talk about payments. It’s starting to sound like a mobile app. Do you think that eventually, mobile apps
could go by the wayside if the adoption rate of RCS becomes ubiquitous across you know,
all carriers and all phones? Is this a replacement for mobile apps? Cyril: If you think of a mobile app, a mobile
app is just a way to communicate with the customer. So the interaction you have with the users
is a touch integration. So you just touch and you navigate with your
finger. RCS is exactly the same, but it’s conversational. So instead of browsing with your finger and
touching your screen, you’re just answering questions or typing answers. So it could replace the scenarios that are
very relevant for RCS. Other that are less relevant. For example, if you want to browse a catalog,
you won’t do it on RCS. It makes sense to have it on mobile web or
on mobile app. But we know that the time spent of users on
mobile messaging is so much exploding, that’s our search is going to follow these trends. And in my opinion, it’s going to replace a
lot of interaction that the user had on mobile apps that they will be able to do it on RCS. For example, all about the customer care,
customer manage…customer relationship management, customer support, etc., all these things can
be done on RCS. Derek: So it’s important to realize that maybe
there are some things that stay on the app. And when you’re a brand, it is not the right
time to just move everything, if you’re a brand, RCS is not the solution for everything. It is a solution for a lot of stuff like customer
support, you know, but things like Uber or banking might move over to RCS, but I think
it’s important to realize that from a brand perspective RCS isn’t perfect for everything. So it’s a really good idea to engage companies
like yours to figure out what components on my app can I translate into RCS? Cyril: And you will do it, it’s very easy
to do it because if you compare the figures, if you track the conversion rate, if you track
the behavior of your customers, you will realize that there are scenarios as much more relevant
on RCS that could be on an app. And you know, it’s just, like, 20 or 30 years
ago, when the web appeared. It’s just like, no, the web doesn’t replace
any everything is just, like, it’s another channel. When emails arrive there’s no…it’s another
channel. It just don’t replace and erase what was before. It’s just another thing that you can use and
for specific scenarios. And now is the time to understand what kind
of scenarios we’re going to remain on RCS and remain on the apps and the one that’s
going to be used on RCS. Derek: That sounds great. This is another RCS demo from my friend, Cyril
at myElefant.com. Check them out for a bunch of RCS demos that
they have. My name is Derek Johnson with tatango.com. We’re at Mobile World Congress 2019 in Barcelona,
and we’re here at the innovation city hosted by the GSMA.

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