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Posted by Dan Bieler on March 4, 2013
Deutsche Telekom launched the joyn messaging service in Germany today. It is hardly the first carrier to do so; Telefonica, Vodafone, MetroPCS, and SK Telecom have already launched such services. But Deutsche Telekom’s launch gives me the chance to point to an opportunity for joyn that has not been talked about a lot so far.
Rich communication services (RCS), which is marketed as joyn, is a joint-service initiative between carriers and handset manufacturers that empowers people to combine ways to be in touch with contacts in their address book: talking, chatting, and sharing videos, photos, and files. For the most part, joyn is aimed at consumers. Joyn is usually seen as a carrier response to counter the threat to traditional revenues from OTT providers like WhatsApp. I believe, however, that the real potential for joyn is in the business arena. Joyn is hardly going to generate any direct revenues for carriers. It’s the potential of joyn as a platform for interactive social engagement that is more interesting:
We believe joyn is a tool for sales and marketing teams to intensify real-time customer engagement. For instance, in retail, marketing teams are exploring options for assisting shoppers with in-store real-time product information and special deals via the customer’s smartphone. The entertainment industry is looking at joyn to use video-ins rather than call-ins for TV shows. The healthcare industry is looking at joyn for less-costly patient/doctor interaction outside the surgery. Joyn also has the potential to boost customer support. For instance, joyn video chat could bring big benefits to solving particular customer inquiries.
As a first step, CIOs and business-line managers should acquaint themselves with the opportunities joyn offers to the specific business activities of their organization. For those interested in more details about the potential of joyn in the business context, please see my report, Rich Communication Services Can Unlock The Value Of Systems Of Engagement.
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