The customer communication market is rapidly evolving from a print and mail industry to a true multi-channel industry. The businesses that will drive and lead the transition are those that will bring to market new technologies and services that leverage digital channels as part of a single, integrated messaging architecture. Many have already developed their own Web portals or integrated with consolidation services, but very few have developed solutions that leverage the fastest growing and most readily available technology – the smart mobile device.
The challenges facing many mailers in making this transition are expertise, budget and resources. These challenges are preventing most companies from moving beyond the strategy stage into the implementation stage – and further delaying their ability to stay relevant with customers, lower communication costs and speed response times.
Expertise needed to develop mobile technologies is different from Web solutions expertise. Unlike web solutions, mobile-savvy technologists must develop for various mobile platforms, manage the security of information in transit and at rest on a device, and optimize and simplify the user experience within the confines of a much smaller interface. Added to these challenges are the costs and time to develop (or hire) this expertise; costs which are typically not factored into budgets.
The final challenge companies’ face when trying to plan a mobile and digital strategy is protecting their brand and the relationships they have built with their clients. Most billers and statement providers want to control the dialog and messages a client will consume while viewing and interacting with their monthly statement or personalized marketing promotion – and not send their most trusted assets (clients) to another branded environment to be exposed to other promotions, services, and revenue-generating offers.
This is why Bell and Howell developed a secure, hosted and brandable platform for enabling communication providers to offer next-generation mobile messaging services to their customers for a low cost and with minimal effort. Similar to the business value of using and not building an email marketing tool or a customer relationship and contact management system, BH MobileMail allows a communication provider to expand and build deeper client relationships with a personalized one-to-one mobile app service that aligns with a consumers preferred technology – a smart mobile device.