Toyota RCS Messaging Demo at Mobile World Congress 2019


Derek: Hello, everyone. Derek Johnson with tatango.com. We are here at Mobile World Congress 2019
in Barcelona. We’re at the GSMA Innovation City. And I’m here with my friend Cyril, from myElefant. First off, what is myElefant? That’s kind of a crazy name. Cyril: Yeah, it’s a crazy name. Thank you, Derek. myElefant, we’re a mobile messaging platform. So we started our business with SMS and with
what we call rich SMS. It’s a way to enrich the simple SMS, a very
powerful tool, and then we switched to conversational with RCS. It’s a very, very interesting technology,
something we’re really pushing forward with our customers. And with the help of Google, hopefully we’ll
be able to launch it everywhere for all our customers. And we already have three demos here that
I’ll be able to show you from various customers. Derek: From the accent, I can tell, maybe
you’re not from the United States. Where’s the company located? Cyril: We’re a French-based company, so we’re
in Paris and Bordeaux. So Paris, we have all the sales team and marketing,
and in Bordeaux, we have all the tech teams. Yeah, so we have customers all around Europe,
so it’s in France, mainly, but also in 70 other countries so we’re sending campaigns
almost everywhere in the world. Derek: Just because I have you here and you’re
from France, what’s been the reaction from French brands about RCS? Because we know, United States, everybody’s
super excited. Is there anything interesting about France
and RCS? Cyril: I can tell you that they’re very, very
exciting. Two weeks ago, two days ago, sorry, I was
with a head director of CRM for a major insurance company, and he was telling me, “I want to
be on RCS. I want to be the first one. It’s something I really want to launch.” And it’s insurance, it can be also mobile
operators, it can be car manufacturers. I mean, everybody’s really excited because
they know that they can have all these great scenarios. It can be promotional scenarios, it can be
customer relationship scenarios. They are super excited because they know that,
you know, mobile is the key point for all interactions for the users. So with such powerful tool, they know that
they will have a very good engagement for the customers with the RCS technology. Derek: Okay, so as you can see on the screen
here, we have Toyota. So walk us through this RCS demo. Cyril: So it’s something we did with our customer
Toyota. The thing is what you promoted, their new
hybrid cars, so it’s a way to demo how we can use RCS, what’s the different media that
can show. So when we start, it just…okay, start the
scenario, we can have, at the beginning, a nice video. It’s one of the great functionalities I like
with the RCS is, like, it’s really easy to push media and it’s very lively. It’s very lively conversation with the user. If you compare to simple SMS, simple SMS is
very static, email, this and that size. Very, very static. So it’s really a way to have this very lively
conversation and powerful. So then they asked me, what’s interested me
in the in the video? So I’ll say, “Saving energy, obviously, it’s
a hybrid car.” Derek: And it’s interesting, because you started
the company focused on SMS. And really, you’ve kind of migrated or morphed
into this kind of this rich messaging, I guess, that’s by design in that this is just so much
better experience. Cyril: Yeah, exactly because when you… SMS is very static and it’s very powerful. Everybody says 90% open rate, which is not
exactly true, but still. But, you know, when we compare the ROI of
our customers because our platform allows us to create the campaigns, create the scenarios,
and then track all the conversion of the companies. So we know, and our customers know, that it’s
very, very efficient. What the lacking is experience. So the first step to provide a better experience
is what we created with rich SMS. It’s a way to add dynamic page inside an SMS,
so we’ll scratch cars with lots of different functionalities that we can add. But still, it was static, it was dynamic,
but static. So the next is how can we dive into conversational
mobile messaging? And that’s what we…it’s very easy to do
with RCS. So everybody is interesting in…all our customers
are interested in conversational campaigns, so they talk about Facebook Messenger, WhatsApp,
etc., etc. But it doesn’t have the power of RCS, because
the power of RCS is that all your customers are already opted in. It’s just the SMS, so it’s very simple to
launch. And we just have to educate our customers
to how…what kind of campaigns they can make, what kind of scenarios they can roll out. And the first metrics that we have from campaigns
that we have sent, we have sent campaigns in the U.S. during the summer for [inaudible
00:04:54] Football Club is that the engagement rate is very, very high, much higher that
we have on simple SMS, so it’s very promising. And we still don’t have lots of figures because
it’s, you know, in Europe, it’s still starting. Hopefully, finger crossed, hopefully, it will
be launched in the in the following weeks. But we believe that the engagement rate will
be even much higher and the ROI of the campaigns will be much higher and we can have a very
powerful technology to address marketing and mobile messaging for brands. Derek: Do you feel, from a business perspective,
this is going to open up way more demand and interest from brands because everybody, you
know, I think that ones use SMS is using SMS, it’s been kind of a slow growth, the last,
like, 10 years. It seems like RCS is just going to expand
the amount of brands that really want to use messaging and they might not be using SMS. They’re just gonna skip SMS and go right to
RCS. Do I have that cracked in, like, France? Cyril: In France, the SMS market is very well
developed. So everybody’s…they’re using a lot SMS,
but mainly for promotional purpose, also for a bit of customer care, but it’s mainly for
commercial…marketing purpose, sorry. So the rise of RCS is much more having a better
tool because SMS is so simple that you can…everybody can use it, everybody can send campaigns,
but it can be annoying for the user because the experience is very poor. So we reached a point when, in my opinion,
the customers will be bored with just simple campaigns and if the experience is not here,
I mean the brand and the marketing department of the brands don’t do the job. So now, they have a tool that provide better
experience so it’s much easier for them to address our customers. And not doing just promotional but they can
develop for everything, I mean, for another… This one is for Toyota, but we had another
scenario for another car company which was all about after sales and its very… It’s a very tricky area for car manufacturers,
how can they handle after sales. And using RCS is very simple because you can
create the scenario very easily and it’s the tool that marketing teams are waiting for. Derek: Now, you’ve built a lot of these RCS
apps for these brands. You’ve worked with the brands. What is one thing that you’ve learned that
you may not have thought from the get-go is true and that you could tell our viewers kind
of if they’re building their own apps, their RCS apps, I guess, what is something they,
you know, can learn from your mistakes? Cyril: Our main problem with RCS is that it’s
not live, so it’s still a promise that we’re providing to our customers and they tell us,
“We want to be part of it. We want to launch it. We want to launch it.” We’re like, “Yeah, hopefully we’ll be able
to.” So that’s our main problem. The thing is with conversational marketing
is that we have to think differently. I mean, when you create a simple SMS campaign,
it’s very easy to create. I mean, it takes a few seconds and then you
send a campaign. Rich SMS, it takes a few minutes because our
tool is very easy to use and they can send these campaigns. But creating a RCS scenario, it’s not technically
complicated because our platform allows us to do it. It’s just track and drop, it’s very easy. But it’s another way for marketing teams to
understand what they want to do, and that’s the main problem is usually they might not
have the idea or they might not understand exactly what they can do with it. They tell you, “Oh yeah, I know I want to
do it but I don’t know what do I want to do.” Derek: Why. Cyril: Yeah, why. And it’s so wide. I mean, they can do marketing campaign, saying,
“Okay, it’s a promotional offer, so it’s quite simple.” But it’s customer relationship scenario, it
can be customer care, it can be so much thing that it’s hard to understand what comes first. Derek: So you would say it’s almost overwhelming. So from your perspective, a software provider,
maybe narrowing the focus for them before they even get access to the tool. Cyril: Yeah. Like when you develop [inaudible 00:08:47]
MVP, what the…yeah. Where is the core promise of RCS? And this depends on all our customers because
we’ve got customers are car manufacturers, we got mobile operators, we’ve got retail,
leisure, bank, insurance, and each of them have their focus. Some can be marketing campaigns, promotional,
customer care. That’s the main problem is how can we try
to understand what’s the first scenario, the one that makes sense because our customers,
what they have to do when they have their first RCS scenario and say they go to the
board and say, “Okay, this is the the technology I talked to you about,” and if the scenario
is not relevant, it can be a problem. So it’s not about the scenario, it’s more
about the marketing and it’s the transformation that all marketing teams and all our customers
have to understand is that their day-to-day job will change because the way they address
the customer is changing, so they have to learn this new language. I mean, it’s kind of a new language, so it’s
not about the tool. It’s about what we’re saying and how would
we say it. Derek: And back to the demo here, it seems
just very simple and so you would consider this like a very robust chatbot. Are you guys using any natural language processing? Cyril: No, it’s we could do it but it’s a
bit early. We have a very pragmatic approach of the markets,
so we have an AI tool. We have NLP. It’s something we know that our already team
has worked with and they can roll out. The thing is that it’s the very beginning
of the market, so if we start with this, it will be a bit too complicated for our customers
and it’s kind of a race, so we have to launch this first campaign first and so we don’t…at
the moment, we don’t use the technology. We know that in the following months, we’re
going to use it. It makes so much sense that yeah, we’re going
to use it but if we want just to have the first results, we want to start to have the
first result from the end user, we have to create this decision tree campaigns. And the result are really great. I mean, the experience that we can provide
is amazing. So we know that it’s for us, for myElefant,
it’s the right path to do it. Derek: And you’re using the quick replies,
right? Which are kind of like buns but then they
turn into a message, and that essentially is to avoid people typing in random things
into the message. Cyril: Yeah, it’s a way to guide the customers. It’s to create a conversation that’s it’s… It’s kind of a funnel. We launch the campaign and we try to send
the customer exactly where he thinks his interest is in so it’s exactly what we’re doing with
this pattern. And it creates this campaigns very easily. And we know from the tests that we ran and
the campaigns that we’ve launched that people stick to the scenarios. I mean, we’ve got more than 90% lead rates,
means that 90% of people starting the scenario will finish it. So it’s a lot. And the length of the scenario is more than
a minute, so the engagement rate is great. The lead rate is great. So all the key metrics for marketing teams
are here. So now it’s just about the technology and
the next thing to do is to interconnect our platform, that’s something that we already
do, to CRM or campaign management systems so with Salesforce, with Adobe, with all these
tools that are usually the center of the marketing teams. So our platform does this already and so everything’s
communicates and we’ve got this huge CRM that’s very good for sending email, creating the
scenarios, and our platform operates the scenario, creates the scenarios, and track all the results
as well. And that’s one of also the key features of
RCS is that we can follow customer by customers, everything what they did, everything that
they said, all the data that has been entered in the scenario, we can retrieve it and send
it back to the company and we can analyze it and so it’s… We got month or years of work to do. I mean, it’s very exciting. Derek: Yeah, that’s interesting. Where can people find out more about your
company and the RCS demos that you guys are running? Cyril: I mean we are running RCS demo, I mean,
I would say every week for our customers because I…as I told you, they’re very, very interested
in, so it’s just go to myelefant.com and we’ll be able to reach out, to have demos, have
a chat, and talk about RCS and what we can do with it. Derek: Sounds great. Well, you’ve heard it here. This is a great RCS demo, a great product
from Cyril at myelefant.com, right? Cyril: Yeah, exactly. Derek: Myelefant.com, check them out. Again they are building RCS experiences, really
cool RCS experiences. They’re getting the positive ROI that brands
really want nowadays. And interesting that they started in SMS and
they’re really migrating to RCS as quickly as possible because this experience is just
so much better. Again, my name is Derek Johnson with tatango.com. We are here at Mobile World Congress 2019
in Barcelona, here at the GSMA Innovation City.

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