Infobip > Case Studies > Telekom Deutschland: Boosting Campaign Performance with RCS Business Messaging

Telekom Deutschland: Boosting Campaign Performance with RCS Business Messaging

Technology Category

Analytics & Modeling - Real Time Analytics
Robots - Wheeled Robots

Applicable Industries

Electrical Grids
Telecommunications

Applicable Functions

Sales & Marketing

Use Cases

Time Sensitive Networking

About The Customer

Deutsche Telekom AG, operating as Telekom Deutschland, is one of the world’s leading integrated telecommunications companies. The company has a presence in more than 50 countries and boasts 242 million mobile customers, 27 million fixed-network lines, and 22 million broadband lines. Telekom Deutschland provides a wide range of services including fixed network/broadband, mobile communications, internet, and IPTV products for consumers. Additionally, the company offers information and communication technology (ICT) solutions for business and corporate customers. The company was looking to cross-sell and announce a free trial of Spotify in Germany, aiming to create a rich and engaging campaign to increase conversion rates.

The Challenge

Telekom Deutschland, one of the world's leading integrated telecommunications companies, was faced with the challenge of creating dynamic cross-sell campaigns to increase conversion rates. The company wanted to announce a free trial of Spotify, the largest audio streaming provider in Germany, in a rich and engaging manner. The goal was not only to inform their customer base about the Spotify Premium offer but also to initiate conversion. Traditionally, Telekom Deutschland used SMS to communicate with existing customers. However, this method resulted in stagnating engagement and low conversion rates. The company realized that to promote their Spotify Premium offer effectively, they needed a digital channel that was as interactive and transformative as the streaming service itself.

The Solution

In order to create a rich and engaging marketing campaign, Telekom Deutschland collaborated with Infobip to leverage RCS Business Messaging. This solution combined the power of SMS with the richness of mobile apps and the interactivity of messaging apps. It allowed the company to add a dynamic flavor to the campaign with images, carousels, and the ability to start a conversation. Telekom Deutschland already had RCS enabled and was looking for ways to leverage this owned channel. Infobip's Moments, an omnichannel customer engagement hub, helped set up the flows, automate the campaign, and send the message at the right time. Additionally, Infobip's Conversations, a digital-first contact center, allowed customers to effortlessly contact an agent from the RCS message to know more and activate their Spotify premium membership.

Operational Impact

The implementation of RCS Business Messaging significantly improved Telekom Deutschland's campaign performance. The company's customer base who have RCS enabled on their smartphones is approaching 50%, giving it a competitive advantage over other native rich messaging channels. The RCS campaign performed two times better than SMS, leading to customers engaging with the chatbot and subscribing to Spotify. The ability to brand messages on RCS with the name and logo, along with access to customer support, boosted their customer’s trust and confidence, encouraging them to become Spotify users. With the successful rollout, Telekom Deutschland is looking to drive the channel's adoption for the wider German market and their clients powered by Infobip.

Quantitative Benefit