Insider Spotlight
The survey of nearly 300 decision-makers across Europe and Asia, including the Philippines, shows messaging is no longer just a communication channel but a core infrastructure across the customer lifecycle.
The big picture
Messaging is now embedded across key business functions, from transactional notifications to promotions and customer service. This reflects a broader transition from messaging as a support tool to a strategic growth lever.
However, the transition is uneven. Many companies still struggle to unify channels such as SMS, over-the-top apps, and email, resulting in missed opportunities to engage customers effectively.
What’s happening
Fragmentation remains a key hurdle. A significant share of Philippine respondents report difficulty reaching customers on preferred channels, alongside low engagement and weak campaign conversions. In the middle of this shift, the findings — drawn from a company release — highlight how operational gaps translate directly into lost revenue rather than just poor customer experience.
At the same time, expectations are rising. Businesses increasingly demand AI-driven personalization, stronger data protection, and seamless integration with CRM and core systems to maximize messaging value.
Why it matters
Messaging is rapidly being redefined as a commercial engine. More than 80 percent of businesses expect messaging-based commerce, including in-chat transactions, to play a strategic role in revenue growth over the next two years.
This elevates the importance of platforms that can unify workflows while maintaining trust and security — now seen as competitive differentiators in the Philippine market.
Between the lines
Simplicity is emerging as a decisive advantage. Companies are shifting toward consolidated platforms that reduce operational complexity and enable consistent, end-to-end customer journeys.
“The data is clear: the businesses that win in the next three years won't necessarily be the ones with the most channels, but the ones that remove the most friction,” said Cristina Constandache, chief revenue officer at Rakuten Viber.
“By treating messaging as a part of business operations, brands in the Philippines can turn fragmented conversations into consistent growth.”
“Without clear ownership and measurable KPIs, messaging performance stalls,” said Adam Holtby, principal analyst at Omdia.
“The next phase of messaging growth will belong to brands that simplify and coordinate – not those that simply add channels.”
The bottom line
Philippine businesses are betting on integrated, intelligent messaging ecosystems — but execution gaps must close quickly to unlock growth. — Princess Daisy C. Ominga |Ed: Corrie S. Narisma
