Gartner Research

What the Apple Business Chat Launch Means for Communication and Commerce Providers

Published: 08 June 2018

ID: G00356031

Analyst(s): Adrian Lee , Jessica Ekholm , Anthony Mullen , Brian Manusama

Summary

Apple Business Chat adds direct-to-brand messaging into the messages app on iOS with integrations to the larger Apple ecosystem. Technology product management leaders at messaging and communication platform vendors must consider integrating with this late, powerful entrant into business messaging.

Table Of Contents
  • Impacts

Analysis

  • Reasons Why Apple Business Chat Is Important
    • The So What: Native Apps as Messaging Mediators Reduce Friction and Pave the Way for Wider Chatbot Use
    • The What: Facebook, WeChat and Twitter Now Face Some Real Competition for Direct Brand Messaging
    • The Who: Reaching a Critical Mass of Users and Brands Will Require Commitment
  • What This Means for Communication and Commerce Product Managers

Impacts and Recommendations

  • Apple Facilitates Richer Brand Experiences Across the Customer Life Cycle via Messaging
    • Market and Competition
    • Apple Supports Deeper Brand Integration Into the Customer Journey Life Cycle
    • Apple Business Chat Will Trigger the Next Level of Adoption of Asynchronous Messaging in Customer Engagement
  • In the Short Term, Apple Gains a Small Foothold in Messaging Commerce
    • Competition
    • The Market
  • Apple Stimulates the Conversational Ecosystem but Fails to Cement an AI Power Play as Aggregator
    • Market
    • Competition

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