Twilio Predictions for 2020

Twilio really revolutionized telecom.

They took a market that once relied on boards from companies like Natural Microsystems and local “big iron” hardware and API-enabled it in the cloud.

More importantly, they showed the app developers who had no idea how comms worked that they could make phones rings and send text messages – regardless of how clueless they were about SS7 or the Intelligent Network.

The company will continue to literally eat telecom as it expands. There are many imitators and it is a big market but they have been on the leading edge and keep investing to stay ahead.

For this reason, it makes sense to take the company’s predictions with the seriousness it deserves.

Consider this a guest post from the company’s thought-leaders on numerous areas of tech worth paying attention to.

Twilio CMO Sara Varni on Conversations 

A company’s mobile app will become less relevant as brands make themselves available on the communication channels where consumers already exist – email and messaging in particular. According to recent research from Twilio, only 12% of global consumers want to be reached via a company’s mobile app.

“Consumers will be more loyal to brands who let them choose how to interact. This means the option to choose the content of the communication they get, the channel on which they receive it, and the ability to opt-out. Recent research from Twilio shows that 7 out of 10 consumers will reward brands for communicating with them in the ways they prefer.”

Twilio Principal Product Manager of AI/ML, Jay Gurudevan on AI 

AI and ML are a natural fit for stopping illegal robocalls, continuing to improve cybersecurity, and identifying and blocking online disinformation. Much of what is happening with regard to illegal robocalls, cybersecurity, and online disinformation, is the result of automation. Machines can analyze information faster, react quicker, and engage at a scale larger than humans ever could. 

We’ll see more enterprise and businesses leverage AI tools and automated communication to better understand the entire customer journey. As consumers become more comfortable interacting with AI agents, Natural Language Processing – the area of machine learning that allows humans and computers to communicate – will become more accurate and advanced and implementation will expand. 

“As enterprises embark on their transformation to become AI-first companies, a strategy focused on augmenting current systems and processes with AI vs. fully replacing them, will win.”

Twilio SendGrid VP of Industry Relations on the Evolution of the Inbox

The internet will welcome over one billion new internet users by 2022. Another billion users represent a target-rich environment for cybercriminals that will use every means at their disposal to compromise their PII for the purposes of fraud.  With this said, email will continue to be the most basic and foundational identifier on the internet because its reach connects today’s users and will connect tomorrow’s users as more of the world comes online.

Email authentication will become increasingly more important in maintaining the health of the inbox ecosystem, protecting brands from spoofing and phishing and preventing phishing attacks. However, the need to enable and align email authentication will present new branding opportunities for legitimate senders. As Brand Indicators for Message Identification (BIMI) moves from limited testing and development into general availability it will give senders the ability to publish logos in DNS and have them displayed in email clients around the world that validate their email authentication.

The interactive inbox will only be possible for brands that authenticate their email—creating more interactive experiences using things such as BIMI, Schema and Amp for Email require senders to differentiate their mail traffic from spammers. Since brands will want to take advantage of increased visibility in the inbox through BIMI, they will be one step closer to take advantage of AMP. 

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