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“Adding a mobile messaging function to enterprise systems is a must for businesses.”

Mike Willock, VP for EMEA Sales, SAP Mobile Services recently spoke to MEF’s Tim Green about the benefits of adding messaging to enterprise communications for MEF’s Future of Messaging Guide which can be downloaded here for free…

For any enterprise embracing digital to reach customers, mobile and messaging is a key component and enabler. It’s why enterprise software giant SAP bought Sybase 365 (now SAP Mobile Services). The acquisition opened up new, broader messaging and integration opportunities with existing products and as standalone solutions.

Mike Willock explains: “Messaging continues to be one of the best channels for reach, simplicity, reliability and security. It offers enterprises an inexpensive yet highly effective way to communicate”

The simple fact is, consumers prefer messaging as a communication channel. According to Ovum, over 70 per cent choose it over other media. This trend is true across all verticals – banking and finance, retail, social networking and media, OTTs, travel and transportation and healthcare. They all use it to acquire, retain and grow their customer engagement.

With enterprises looking to reach customers anytime anywhere and provide the best contextual experience, there is no better way than mobile messaging. The channel allows for assured reach, delivery and two- way engagement.

SAP Mobile Services is now working to make available mobile communications across all digital enterprises. Willock says: “This is extended to SAP product suites too as an integration for end customer value. Especially in cloud-based HR and marketing offerings, this integration enables enterprises to provide a richer and more complete experience to their end users.

“For example, an international organisation might use existing survey tools in the market to run a campaign. That’s fine. But it would be its own little world.

“It wouldn’t integrate with the CRM systems. You wouldn’t be able to connect the results with who the contact people are, what are the next steps, what the billing issues are and so on. But in this new world, they have a dashboard that brings it together. It’s all integrated.”

And the key point is that this is all happening on mobile, rather than the previous option for incoming communications: email. Willock adds: “As we all know, mobile is immediate and email is not. People can be signing contracts, approving credit notes and so on in real time from the phone. It doesn’t sound like a big deal, but it makes a huge difference.”

Of course, given the strategic nature of these communications, customers demand a certain level of quality. Willock says: “There are numerous offerings in the market with various price points and in this space cheapest is not always the best so enterprises need to understand and evaluate the right option for their end to end needs.”

With application-to-person (A2P) messaging on the rise in the short term, offerings need to be holistic, easy to integrate and provide reliable reach.

On the enterprise side, companies need to consider the role of messaging in their whole spectrum of customer engagement from acquisition to retention.

Mike Willock

VP for EMEA Sales, SAP Mobile Services


Download the free Future of Messaging Guide now

The Future of Messaging Guide explores the uses cases, platforms and technologies that are changing the landscape of messaging globally. From A2P to OTT, chat bots to smart machines, we explore how the world’s most powerful medium is shaping up for tomorrow.

The guide features over 25 cross-sector case studies and exclusive interviews that examine the power of messaging in all its forms from the humble SMS and chat apps to emerging platforms and explores what’s next for messaging.

Download the Guide here for free.