Robi Axiata Limited (Robi), the leading digital service provider of Bangladesh, has become the country’s first operator to launch Rich Business Messaging (RBM), a messaging service by Google that enables business to send rich, interactive messages to their customers.
RBM messages can include text, images, videos, buttons, and other interactive elements, making it potentially richer and more engaging than traditional SMS messages. Due to its visual appeal, RBM messages are more likely to be opened and read by customers than traditional SMS messages.
RBM allows businesses to engage their customers in a more personalized and meaningful way by sending interactive messages and product catalogs, and even scheduling appointments seamlessly. Businesses can also facilitate robust customer service by offering its customers real-time channels to communicate with them.
As a platform, RBM is secure because the sender of the communication is first verified by the carrier. Therefore, there is little scope for customers to fall prey to fraudulent activities prevalent in the digital space. Besides, it also provides analytics on how well RBM is serving the businesses using it. Only Android device users who have Google messaging app installed, can use the RBM service.
Robi's Managing Director and CEO, Rajeev Sethi, expressed his excitement for the launch, stating, "Compared to basic SMS messages, Google RBM elevates communication to a whole new level with the use of dynamic visual support. With the highest penetration of smartphone devices (60%+) in the industry, Robi is in a commanding position to truly revolutionize the way businesses communicate with their customers through the introduction of RBM service. We are immensely proud to be the first mobile operator in Bangladesh to offer this uniquely innovative service.”
Robi’s Chief Commercial Officer Shihab Ahmad highlighted the benefits of Google RBM for customers by saying, "Google RBM is a game-changer for businesses and consumers alike. It provides a dynamic platform for customers to interact with their favorite brands, access services, and get real-time support, all within the messaging app they already use every day."
Rajdipkumar Gupta, MD and Group CEO of Route Mobile, stated, "We are thrilled to deepen our engagement with Robi. Our collaboration will demonstrate our technical expertise in managing Google RBM in Bangladesh. Furthermore, it will enable Robi to expand its market reach in Bangladesh, driving momentum towards rich interactive messaging and accelerating the adoption of next-generation technology. With the introduction of RBM business messaging in Bangladesh, we anticipate message volumes to reach 1 billion over the next 3 years.”