WhatsApp Trails on Business Chat
Whatsapp Trails On business chat.The challenge of monetization:
WhatsApp’s approach may have intrinsic barriers.”It’s always a delicate balance when you mix consumer and business applications,” said Alan Lepofsky, senior analyst at Strategy Analytics.”On the one hand,it provides value to customers as they can interact with brands in conversation – like communicating directly with a restaurant while discussing dinner plans,”he told the E-Commerce Times.”On the other hand, consumers do not want to be overly harassed by brands, especially if they are pushing advertisements that are not relevant,” noted Lepofsky.Setting up a professional chat feature “tries to force a commercially designed tool to solve a very different problem,”said Rob Enderle, senior analyst at Enderle Group.”They would probably be better off to start with a clean slate and use Facebook Messenger,” he told the E-Commerce Times.
WhatsApp on business chat,Messaging App Melee:
Competition is keen in the enterprise messaging applications.Although WhatsApp and Facebook Messenger are linked to the top position in the market, each with 1 billion users, according to Statista, these figures reflect the global reach of Facebook.Q Mobile is not far behind, with 877 million users, figures from Statista show. Not so, with 846 million. Skype and Snapchat follow with 300 million users each.Despite its market position, WhatsApp for Business “is redundant for existing web solutions,” said Enderle.In addition, “this class of tools does not evaluate well unless you can automate the experiment,” he said,”which often contradicts the goal because people do not like to chat with robots “.Another potential link point is whether WhatsApp could provide enough
user privacy guarantees.Eighty-nine percent of the 24,000 consumers who participated in a recent Verint study rated privacy as essential and 86% said they would like to know if their data would be passed on to third parties.Still, there is a hope for WhatsApp’s plan to monetize through business chat.
Eighty percent of survey participants say they enjoy a personalized service for their needs.
No threat to Facebook ads:
Facebook is fighting Google for the dominance of online ads, but the ability of WhatsApp business chat may not have any impact on the competition. It is likely that companies that use WhatsApp chat will use it as a complement to their Facebook pages or as an opportunity to contact customers who do not have access to Facebook.”WhatsApp business pages and chats are different channels for interactions with customers,” Lepofsky of Constellation noted.”People continue to go to a brand’s page … and it’s about integrating a brand into WhatsApp cats,” he said. “A page is more about marketing, while a Chatbot WhatsApp will be more interactive.”
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