Simplifying Messaging for Smarter Customer Growth

Unlock smarter customer messaging

Messaging is now a core way brands connect with customers, driving support, notifications, promotions, and purchases.

In partnership with Omdia, we surveyed 271 senior decision-makers across retail, banking, telecom, energy, and logistics to see how organizations are evolving messaging strategies for greater personalization, security, and measurable impact.

The report shows companies are adopting simpler, unified approaches that integrate messaging with CRM, support, and marketing systems to create smoother, more connected experiences.

About Omdia

Omdia is a leading data, research, and consulting firm that helps technology companies, digital service providers, and enterprises succeed in the digital economy. It is part of Informa TechTarget, a B2B information services company within the London-listed Informa Group.

About Rakuten Viber

Rakuten Viber is a widely used messaging app that connects people securely for personal, business, and everyday communication. As a super app, it offers services that simplify daily life. It is part of Rakuten Group, a global leader in e-commerce, fintech, digital content, and communications.

What’s inside

The impact of fragmented messaging

Why disconnected tools, teams, and channels are creating inconsistent customer experiences, and limiting engagement and growth.

Messaging as a business-critical capability

How OTT messaging platforms are becoming central to marketing, customer service, and commerce operations.

The role of AI, trust, and personalization

How organizations are using automation, AI-driven insights, and secure messaging to improve customer engagement and business outcomes.

The shift toward unified messaging models

Why businesses are moving toward simplified, integrated messaging platforms to deliver more consistent customer journeys.