WME 2010: New communications opportunities
New communications opportunities were explored during the World Mail & Express Europe Conference in Copenhagen this afternoon (June 16). Customers now have a range of choices in the way they communicate – with new technologies contributing to the drop in physical mail volumes around the world. The conference, chaired by independent consultant Ingemar Persson, heard more about the convergence of communications technologies and the implications for customers and operators. Delegates also heard about the developments in document messaging.
Howard Wright, CEO, Insight2foresight, kicked-off proceedings by showing off his brand new iPad. He revealed that Apple had sold two million tablets in two months – which equates to 1.38 a second. Wright explained how the advancement in technologies will forever alter the way postal operators carry out their business. “When I was in school I was taught how to write a letter – which is now useless”. Posts have to pursue new avenues to target customers. On that topic, Wright confirmed that USPS is the first operator to launch an application on the iPad.
“With developments in technology the world is shrinking. We have to look at things differently,” said Wright.
Paul Vogel, director at Deloitte Consulting, looked towards a multi-channel post. He explained that he thought email had “peaked” and will become less popular. “Email becomes less relevant as spam rates increase and consumers turn to other forms of social media.” Vogel stated that 247bn emails are sent in the US each day, and 200bn of them are spam. “Businesses will have to continue finding new ways to target, market, and promote to consumers as new forms of social media become saturated with advertising.”
Vogel also discussed how he researched ways to ensure that the direct mail received by the consumer is relevant to their needs – showing the conference an innovative personalised postcard design. “This is a great way for Posts to grow,” he said.
An important element in future of messaging, according to Vogel, is continued digitisation. E-messaging “will grow until saturated – the Posts have to monitor that, whilst being flexible.” Furthermore, in terms of Postal Multi Channel Marketing maturity, “Posts are evolving and adapting at ever so different paces,” said Vogel, before praising Hongkong Post and Slovenia Post for their “excellent” websites.
Stay glued to Post&Parcel for further insight from the World Mail & Express Europe Conference.
