Our team has had a very eventful trip to Serbia, acting as both partners and speakers at Digital 2022, organized by Color Media Communications. Digital 2022 created an excellent opportunity to talk about messenger marketing, share best practices, present inspiring case studies, and put a very special Rakuten Viber chatbot to good use.
Thanks to the ingenuity of our partner, IT Centar, who designed a dedicated Rakuten Viber chatbot for the event, guests could easily check the event schedule, look up information on the speakers, ask questions, and participate in surveys. The QR code for Digital Rakuten Viber Chatbot was displayed in various easy-to-spot areas around the venue, including the stage, so that the guests could easily scan it to interact with the chatbot (almost half of all the conference attendees subscribed to it).
The bot worked very well for engaging the audience and making the experience more interactive. During presentations and panel discussions, the audience could submit their questions, feedback, and responses to surveys in real time, becoming more connected to the speakers and making the presentations feel more like a dialogue. After all, conversations are Rakuten Viber’s specialty.
Our Senior Sales Director in CEE & CIS, Konstantin Kostadinov, opened the event with outlining the industry landscape and the latest global and local trends.
The world is becoming increasingly more mobile: people are spending 53% of their Internet time on mobile devices—that’s 3 hours and 43 minutes on average. What are people doing on their phones? Well, 95.6% of Internet users access chat and messaging apps.
As Internet user behaviors are shifting, so too are consumer expectations from brands: 71% of consumers want to have convenient access to communication with a business, 90% expect fast responses from brands, and 58% believe messaging to be the fastest way to communicate with brands. Moreover, users tend to prefer interacting through the platforms they already know and like, rather than having a dozen different apps for communication with different brands. And since most already use messaging apps for private conversations, their platform of choice for business chats is, more often than not—a messaging app like Rakuten Viber.
To sum it up, people are expecting their apps, including messengers, to do more for them: 77% of time users spend on their top 3 apps and 50% of that time—in one single app, so each app needs to offer multiple services in one place. This is one of the driving forces behind the trend on SuperApps, which Viber has set as one of its strategic priorities. Some of the most recent steps Rakuten Viber has taken to become a SuperApp include a native payment solution, Rakuten Viber Pay, that will begin the roll-out with Greece and Germany.
Brands realize these trends and actively move to mobile phones and especially messaging apps. Already more than half try to provide digital engagement, and the number is growing both worldwide and in Serbia, where 46% of businesses use messaging apps and social networks.
In Serbia, many brands turn to Rakuten Viber—one of the reasons for it: it is incredibly popular with the users, and brands want to be where their audience is. Boasting a 90% MAU smartphone penetration rate, Viber facilitates huge volumes of user communications in Serbia, including:
Another reason for Rakuten Viber’s popularity is the robust suite of solutions we offer: Viber for Business tools and features work for every stage of the customer journey.
Then, to illustrate how effective Viber for Business can be, Konstantin presented several success stories featuring companies using Viber business solutions. Among them:
Watch the video for the highlights of our presentation at Digital 2022.
If you have questions about the presentation or would like to learn more about Rakuten Viber for Business solutions, don’t hesitate to contact us.