WhatsApp Video is missing out on Open Integration | AvayaBlog

Has WhatsApp Video Missed a Trick?

In today’s mobile-led world, there is no doubt that messaging apps are becoming the preferred means to communicate with friends, family, and even work colleagues. So the announcement that WhatsApp Video is here has been met with mass excitement.

But while the ability to have WhatsApp video conversations with family and friends is a huge benefit—there really is nothing like seeing your loved ones live—it’s not so clear what effect this is going to have on the business community. Is Facebook presenting an offer that businesses can’t refuse? The short answer is no.

WhatsApp users are surpassing the 1 billion mark, that’s almost 15% of the world’s population that businesses could target. Today, many businesses are integrating social media platforms into their customer experience and this trend will soon be the norm. Businesses are striving to deliver seamless, contextual and pleasurable experiences for their customers—based on their favorite apps.

Key to driving this trend is how open these social apps are and how easy it is for businesses and the developer community to integrate them. That means not only with other social platforms but also with business applications that enterprises use such as the contact center, CRM system, and many others.

While WhatsApp is still closed, the most highly-used social apps in Asia are taking a different approach. WeChat in China and LINE in Japan—which are used by another 15% of the global population—have taken the “open innovation” path, and delivered a platform upon which businesses and developers can innovate new solutions and applications, and integrate with other software vendors.

We at Avaya have long decided to take the “open innovation” approach, where we’ve not only opened up our tool box for our partners and customers to innovate on, but we also partnered with growing social media apps, including LINE and WeChat, to find new ways for businesses to integrate within these channels.

So a large BPO in Japan can offer a fully integrated customer experience solution that gives a true edge in customer engagement. Taking this a bit further, when social media apps are open, and present a platform for innovation, transforming experiences to include virtual assistance, automated chatbots, and artificial intelligence becomes easy and fast and the competitive landscape becomes more exciting, dynamic and relevant.

Whatsapp had announced their intention to integrate into enterprise in August of this year, but as yet has not progressed very far. On the other hand, sister app Facebook Messenger has taken a leap ahead by not only integrating into the enterprise, but providing Chatbot integration for customer services as well.

The question is when will Mark Zuckerberg actually merge the two applications together, bring the best of all worlds under one App, and provide a phenomenal customer Omni-Channel experience linked into AI tools such as Speechbots (like Amelia), chatbots, and business intelligence tools at the same time?

Mr Zuckerburg we are waiting!