Hello, everyone.
Derek Johnson with tatango.com.
Today, I'm going to be showing you the difference between an Apple Business Chat message and
a regular text message from a brand.
So, first, what I've done is, I've updated my phone to iOS 11.3, which now has Apple
Business Chat installed into the operating system.
If you have an older iOS version, you'll have to update it to get to Apple Business Messaging.
So, what I'm going to show you here is, the top messages all the way from Hilton to TD
Ameritrade, those are Apple Business Chat messages.
And then, down here, from Papa Murphy's to Office Depot, these are regular text messages
sent on an SMS short code.
An SMS short code is a five to six digit phone number.
Right off the bat, you can see the difference here.
It's pretty obvious.
But let's go through it.
So, I'm going to click on Papa Murphy's here.
First off, you can see, kind of, just even from the messaging feed, there's a big difference.
Number one is, it comes from a short code if it's a text message.
So Papa Murphy's is coming from the short code 904-21.
Where Hilton, there's no short code there.
It's just coming from Hilton Hotels & Resorts.
So, that's a big difference right there.
The second one is, you can see that, instead of, you know, Papa Murphy's just has, like,
a little circle there, with a grey face, and Papa Murphy's looks just like Baskin Robbins,
and Taco John's, and Subway, and Office Depot, where Hilton actually has a logo there, and
the same does Marriott and Home Depot.
So, it looks way better in your messaging feed than just the circle with a grey face
in it, kind of the default face on an iPhone.
And then, the third component here is, see that little verified check mark, right by
Marriott, and Home Depot, and Hilton?
Well, that means that it's actually The Marriott that is text messaging you.
So, there's a lot of issues with text message spam, and phishing attacks where it's actually
not, you know, the bank that you bank with that's text messaging you, it's somebody pretending
to be the bank that you text message with.
And that causes a lot of issues.
This way, it actually verifies it so you know that this is your bank.
So, I think that's something, also, people will get used to in the future.
Is when you're text messaging with a brand, I could see that people will only text message
with, you know, verified brands.
So, let's click here for Papa Murphy's.
And you can see this is a regular text message from a short code.
If I click Info, there's not much here, it just says the short code, 904-21.
And let's go down here to... let's find a good one, Taco John's.
Here's kind of an MMS message, which is a little more robust than an SMS message.
You get a subject line, you get an image or a video, and then you get text, a lot more
text.
And, let's see, Subway is a good example of a link, so they don't use an MMS message,
but they're putting a link in the text message that then links out to an experience on the
mobile web.
Now, let's go to the Business Chat messages.
So, you know, look at all these.
They're pretty cool.
The first thing you're going to notice is, the minute you click on one of these, wow.
This looks like The Home Depot there, right within your messaging chat.
So, we went from this, Papa Murphy's, 904-21, kind of the grey background, to that, pretty
big difference here.
So you have, you know, a custom color up in the header.
You have a logo, that Home Depot, that's their logo.
You then have the verified, you know, check mark, which makes people feel safe when they're
messaging that it is Home Depot, it's not somebody pretending to be Home Depot.
And then, when I click Info here, look at all the info it gives me.
It gives me the logo, verified, their website, even tells me how fast they respond.
So, pretty great experience from a customer perspective, especially if they need additional
assistance or help.
Okay.
Then, let's go and, you know, remember the experience with SMSes?
It's pretty plain.
Now, SMS does work.
It gets 99% open rates, I think 90% of the messages are opened within three minutes,
you know?
This is a workhorse.
This gets things done.
But, you know, look how beautiful now, you know, messaging has become with Apple Business
Chat.
So, I can go in here and, right within messaging, this is not opening a new app or anything.
I'm clicking on buttons, I'm, you know, getting a quote, you know, in the messaging app.
If you go back to, you know, Papa Murphy's, that's kind of essentially what it is.
That, that's the message, redeem it in the store.
This is super interactive.
I can go in here and I can say, "Hey, I want a quote, stock quote, for Microsoft."
And, if it's working properly, it'll send back, you know, a quote for Microsoft.
So, look how beautiful this looks, you know?
You have images, you have menus.
So I can, you know, I can go in here and I can select, "I want to see events for Microsoft."
So, it's a much more engaging experience than, more of like a, just a passive experience
with SMS and MMS.
The way it currently is, is just: send the message, they get the message, and that's
essentially all.
Look at this, you know?
So, it's sending me multiple images, and then even some chatbot-type stuff where I can go
in and I can respond "no" or "yes," and it will set my settings.
So, really cool experience, and definitely a different experience.
I can even go back to the main menu.
Where, you know, if you look at, you know Taco John's, it is pretty stagnant.
This is kind of what it is, you know, Hilton, you know?
Big difference between the two different experiences.
So, hopefully that helps kind of give you an overview.
We have a bunch of videos, demos, of how each brand is using Apple Business Chat.
But I think it's interesting to kind of compare and contrast the regular text messaging, which
we're all used to, the text messaging and MMS.
So, SMS and MMS.
And then comparing that to what has been recently launched by Apple in the iOS 11.3 update,
which is Apple Business Chat.
And, as you can see, there's a pretty big significant difference between the two.
So, we're really excited here at Tatango about Apple Business Chat.
And, if you have any questions, let us know.
Again, my name is Derek Johnson, and I'm with tatango.com.