Are Social Networks Becoming The Infrastructure Of Industry?

IBA Group
Mark Hillary

Social networks have evolved rapidly over the past few years. In the last decade tools like Myspace were primarily used for sharing pictures and messages with friends – the social aspect of the network was the primary reason to use it. Facebook took over and sharing cat videos remained an extremely popular pastime.

But now companies are using these same networks to interact with customers. Brands got used to watching out for content on blogs and then the review sites, as well as tweets and Facebook. The past half a decade or so has seen an enormous change in the way that corporate and customer relationships work and it looks like Facebook may be about to define the next wave of change.

The Facebook Messenger app has been around for a few years now. It’s a useful tool for keeping in touch with friends and in many ways removes the need to know the phone number of your friends because messages are all relayed through the Facebook system – even though the app functions entirely separately from the main Facebook app.

A new development called “Business on Messenger” is aimed at making the app a hub for customers and companies. Companies will be able to take orders on Messenger, send out order confirmations, send shipping status updates, track deliveries and customers will be able to directly send questions to sellers.

All this functionality will be offered to companies to use in a flexible way that works best for their business. For the customer these developments are welcome. Facebook is encouraging developers to build new apps around the messenger API so it looks like companies will be able to create a complete customer messaging system using the building blocks Facebook makes available.

In some markets the WhatsApp messenger has already become an important tool for brands to talk with customers – and Facebook already owns that app. I fully expect the two messenger services to be blended at some point, with the addition of all these added features that will make this a real hub for customers interacting with companies.

Will companies buy into the service from Facebook? I expect that they will because to build this infrastructure internally is very expensive. The end result is that companies will be able to get a very low cost customer management system, but it will mean that more customers will be tied into using Facebook – whether they want to or not.

Messaging and Messengers

IBA Gomel
Ihar Kalesnik

It is common knowledge today that communication is king. The word ‘communication’ refers to face-to-face, online, and telecommunications, video conferencing, and other communication methods, including texting or messaging.

Mobility is another aspect of our everyday life. Mobile devices embrace a growing number of life areas, making our life easier and less tied to specific places, be it home, office or something else.

Accordingly, a growing number of mobile applications have shown up, the old ones are increasingly replaced with new applications. However, mobile applications often fail to meet our expectations. It happens that the features that were accessible earlier and made the mobile applications so convenient are no longer available. Some are too hard to set up or tune. Others on the contrary are installed easily but have too many functions, most of which are useless. Finally, we begin looking for something new again.

This is also true about message exchange software. Depending on personal habits and preferences, everyone has his or her own choice of favorite messengers.

Taking into account our personal experience and preferences, IBA developed a mobile messaging system that functions on Android. IBM Lotus Sametime served as a starting point and a basis for the application.

IBM® Sametime® products integrate real-time social communications into business environment, providing a unified user experience through instant messaging, online meetings, voice, video and data. With just one click, you are immediately connected to the person behind the information, which helps you meet the ongoing demands of everyday business.

In the IBA messenger, we implemented a customary and useful set of functions, making the application easy to customize and utilize. As an option, we added connection with the address book of a mobile device and a possibility to make a mobile phone call to any contact in the address book.

IBA Messenger screenshot1 IBA messenger screenshot 2 IBA messenger screenshot 3 IBA messenger screenshot 4

After the application was published on PlayMarket, many people have been using it successfully. Numerous positive references testify to its usability and popularity.

At present, messaging systems have different approaches to interface, the used protocols, and methods of interaction. Producers and developers keep working to modify the existing applications and create new ones. Using these applications, it is possible to exchange text, images, audio and video files, conduct voice and video communication, and use many other functions.

IBA is also planning to expand the messenger’s functionality. Currently, the IBA team is working on the next release of the application to include new functions based on the user feedbacks from PlayMarket. The release will present such useful features as file transfer, extended status support, and automatic reconnection. We intend to launch the new release on PlayMarket in September, 2014.

In the near future, we are going to develop an iOS version of the application.

I invite you to try the messenger in use. You are also welcome to leave comments on how we can improve it 🙂