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Mobile marketing e comunicazione digitale per aziende

L’intervista doppia: Nani-Glennon prospettive e risultati di Mobyt

Curiosi di conoscere gli obiettivi raggiunti e i risultati di Mobyt, in relazione al servizio SMS, abbiamo intervistato due dei più grandi esperti del mercato mobile.

Per l’occasione ci siamo quindi rivolti ad uno dei due dei nostri fondatori, Giorgio Nani, l’amministratore delegato di Mobyt, e John Glennon, il manager che vanta grandissima esperienza in questo settore, a cui è stata affidata la gestione della filiale di Boston.

 

risultati di Mobyt Italia & USA

GIORGIO NANI – Amministratore Delegato Mobyt

É tempo di bilanci. Come sta andando il mercato dell’SMS bulk e quali sono i risultati attesi di Mobyt?
Il mercato degli SMS bulk è in costante crescita.
Mobyt continua a ottenere ottimi risultati sia in Italia che in Francia, dove è presente da oltre 7 anni.
Abbiamo superato nel 2012 i 250 milioni di SMS inviati per conto dei nostri clienti, per un fatturato che di oltre 10.5 milioni di euro.
Il 2013 è iniziato molto bene, con una crescita a due cifre nel primo semestre, un dato che ci rende particolarmente ottimisti sull’evoluzione che potremo avere nel prossimo futuro.

Quali possibilità di espansione vedete?
Ottime, dato che l’SMS continua a essere uno degli strumenti di comunicazione “one-to-one” più efficaci ed economici per le aziende, che lo utilizzano sia per le promozioni, sia per i servizi integrati che per la customer care.
All’interno del marketing mix, è tra le opzioni preferibili, dati i budget aziendali a disposizione in questi anni .
Per quello che riguarda Mobyt, vediamo opportunità di espansione anche all’estero, in particolare negli Stati Uniti e in Francia, dove a livello commerciale siamo focalizzati su Parigi, in aggiunta alla sede storica di Marsiglia.

Quali motivi vi hanno spinto verso gli Stati Uniti e la Francia ?
Abbiamo fatto studi approfonditi sulla regolamentazione e le barriere in entrata, che hanno evidenziato come gli Stati Uniti rappresentino un mercato in forte crescita e su cui puntare. Così abbiamo deciso di aprire una nuova filiale e affidarci ad un manager di grande esperienza. Per quanto riguarda la Francia, dove abbiamo un’esperienza consolidata, l’obiettivo è quello di posizionarci tra i leader di mercato.

Rispetto ad altri strumenti di comunicazione più innovativi, le performance degli SMS restano elevate?
L’SMS garantisce sempre velocità di diffusione e certezza di lettura da parte del cliente, dato che il tasso di apertura è vicino al 100%, decisamente superiore all’e-mail che, da sempre è afflitta dallo spamming.
E’ un mezzo diretto e personale e con altissima redemption, che rispetto ai social network, non necessita degli ingenti investimenti aziendali dedicati alla gestione di identità e interazioni sul web.

Cosa rispondete a chi considera l’SMS datato?
Nel P2P (Person to Person o Peer to Peer) forse, per le molte soluzioni di chat via Web.
Ma nel B2B (Business to Business) l’SMS resta il mezzo più personale che l’azienda può utilizzare per comunicare con i propri clienti e continua a registrare buoni tassi di crescita.

Può raccontarci una delle vostre best practice?
Un esempio di utilizzo innovativo degli SMS è quello della squadra di Basket Olimpia Milano (Armani EA7 Milano) che durante le partite in trasferta, aggiorna in tempo reale, via SMS, i propri abbonati su punteggi e statistiche relative alle partite.

JOHN GLENNON – General Manager – Mobyt USA

Could you tell us your comments about the first months of activities ? What about SMS bulk in the U.S.?
We have made fantastic progress in the last three months of last year. We have already agreed terms with on Fortune 500 client and had a very successful trade show in November (Ad:Tech in New York). We also have our first clients spinning up on the platform and have launched our marketing campaign in the U.S. just last week.
We have a ways to go to match the success of my European colleagues, but I feel that we have provided ourselves with an exceptional foundation to make 2013 a very successful year.

What growth opportunities do you see in the US market?
The U.S. Market for SMS is still maturing with carriers seeing increased volumes each quarter (up to 15% growth this year).
In many ways, the market was created very differently from the European market and this initial difference is still felt today. The European SMS marketing model came about following the consumer using SMS for peer to peer contact – businesses had to create models to attract the consumers, but the technology adoption was there. In the U.S. it was the opposite – businesses copied the models of Europe in 2003/2004, but had to “train” consumers to use SMS – this took longer and consequently, we have not seen the dramatic rise in SMS use as we saw in Europe.
The U.S. text marketing and enterprise use of SMS has been therefore much slower than Europe and has only matured to an acceptable medium in the last three years. The spectrum of opportunity for Mobyt is amazing. We have opportunities with Fortune 500 companies down to one-person developers who want to add authentication into their apps and across all verticals. It is hard to find a company that we cannot help. We are truly excited.

What are SMS’ performances /redemption vs other communication tools?
The most comparable technology would be email of course. Various studies show that SMS is opened 97% of the time, which is a phenomenal statistic and the relationship that people have with SMS means that the chance of that individual acting on it is much higher.
In the U.S. the mobile operators (carriers) have been very strict on opt in, so when a consumer receives a message here, the txt is from a brand that they know and have had some relationship with where they want to interact. Email filters are becoming better all the time and companies such as Microsoft have been battling bots in email for years and are getting better at it.
Email platform companies is actually one of our top verticals right now with companies diversifying and looking to add SMS as an alternate communication method when individuals leave companies and their email address is orphaned – getting back in touch via SMS and getting new contact info is a reliable method of reengagement while SMS is being offered as a side by side solution. Additionally, because the SMS culture is a much more personal one than other mediums, consumers open them faster (83% within one hour) and act on them more.

What can you reply to those arguing that SMS are out-of-date?
Honestly – I never hear that. It isn’t in the U.S. – sometimes I feel like I am the first one ever to pitch SMS Marketing and the enthusiasm that I am met with is amazing. That is one of the things I love about it – there is always a new client to talk about the possibilities with. I spend very little time convincing people that they should use it – I usually work with them to decide how to use it. Creating brand new concepts and augmenting existing solutions that lack in certain areas is definitely the fun part of my job.

Can you tell us about one of your best practices?
There have been so many that is hard to choose one. My favorite from a business perspective was a temporary staff recruitment company. When they received a job from a company would reach out by phone to each candidate – for example – if they needed a nurse who specialized in Neo Natal, they might reach out to 20 people by phone leaving messages and hearing constant voice mails as nurses work variable hours and would not always have their phone with them in work. Eventually, one would call back and they would fill the role, but each job was taking around 45 minutes to fill in terms of actual labor and 2 to 4 hours chronologically.
I created an SMS solution where each candidate would text in each day with their available time eg 14:00 – 23:00 and the database would match as soon as they got a request for placement. They saved hundreds of hours a week on staff fulfillment and turned that into calling potential new clients and existing to check on their staffing needs. In one year, their revenues increased by over 250%.
From a personal perspective, the Barack Obama for America campaign in 2008 was huge as it changed the face of political campaigning in America to one of volume of contributors rather than looking for those with the deepest pockets. In the 2012 election, most of Obama’s contributions were under $200 (more than 4x any other category), whereas most of Romneys were over $2,000 (more than 2x the nearest level). This equates to more people having a say and that has to be a good thing!