These days, it seems as though every business has begun to recognise the value of customer experience for differentiation. Since one of the best ways to find out what customers want from a company, is to facilitate better communication with them, it makes sense that modern Comms organisations are developing new ways to allow for connections between consumers and their favourite brands.
Amazon Web Services (AWS) are the latest organisation to jump on this particular bandwagon, with their new “Pinpoint” tool, a strategy that lets developers send more targeted, and contextual push notifications to their audience. The idea is that the new two-way texting functionality will allow Pinpoint users to send more advanced messages to SMS topics.
Why the Focus on SMS?
Push notifications and mobile marketing have become a more popular area for advertising experts lately. After all, the average consumer spends most of their day attached to their smartphone. According to a software engineer from AWS, Randall Hunt, SMS has long been an area of focus for Amazon, so partners, clients, and vendors should all be watching the news for more innovations in the future.
Randall suggested that although the two-way texting feature was actually released a whole week before the official announcement, AWS had taken a little longer to showcase the service to their customers. Pinpoint will give app managers the chance to figure out which push notifications they should send to their audience, and when. At the same time, it will also give companies all the tools that they need to track the results of mobile campaigns.
What Does Pinpoint Mean for Twilio?
As a leading CPaaS company, many organisations are speculating that Twilio might feel something of an impact from the new AWS development. In fact, Twilio’s shares have been shaken by the latest news, dropping by around 6.6% after the closing bell following Amazon’s announcement.
However, Amazon is actually a partner, customer, and investor in Twilio’s product. Today, Twilio services are integrated into many of the innovations that Amazon are bringing to market, including Lex, Chime, Connect, and of course, the all-new PinPoint product.
