 Hi. Good afternoon, everyone. In fact, as Aditya spoke about my brief introduction, I'm Nenad. I'm vice-president sales for Gupture. And I'm here to talk about delivering OTT experience directly to the subscribers messaging app, right? So out here, I'm pretty excited to be in this particular forum. Thanks for the organizers to give this particular opportunity to talk about the clear conversational messaging experience for the OTT platform with consumers in mind. I'll talk about some of the critical aspects today as to why conversational messaging and engagement is so very important to deliver a better consumer experience for OTT customers. What lies in future in terms of conversational messaging and why consumers are wanting to or rather prefer to interact with OTT brands on the messaging platform. And typically what lies in future for some of the OTT players which they can leverage upon these messaging platform to converse, engage and give better experience to the consumer right in the messaging inbox of the user. Yeah, so there are in last five years or so, there are like four critical events which have happened which are large in nature. One, the mobile smartphone penetration which has gone up crazily. It has witnessed almost like 700 million users in the country that we stay in. The other thing which has happened is the data which has gone more affordable thanks to GEO. The third thing which has typically has happened which all of us we have gone through it is the pandemic which has expedited the entire digital adoption not only from businesses but also from the users dramatically within three years time that we have witnessed. It has expedited by five years so far. And fourth which is not many people out here in this particular room would know that UPI transactions have reached and crossed like 5.5 billion mark in a month right. So the last month's numbers are close to 5.6 billion transactions which have happened on the platform. So all of this put together has taken a magical transformation of digital platform adoption by the users to the growth level which we underestimated earlier. All the media platforms are growing at a rapid space. The users or viewers are spending more time out there on digital platforms. But the thing which is out here is there which is being witnessed dramatically differently is there for OTT platforms. It is outpacing the entire growth journey which is there on the adoption side of the users. It is being looked at that OTT industry is going to cross 5.5 billion mark in next four years time. And study says that more than 27% viewers or users or customers they feel that what they have seen during that pandemic period in terms of going back to the digital native experiences it is not going to turn back right. So it is a change which has gone irreversible so far. With these kind of massive adoption in terms of digital platforms the overall interaction of the consumers on any of the digital platform has gone 52% overboard right. And the consumers are interacting with digital platform even more. So on the overall interaction of the consumers 52% of interactions are digital natures today. With this kind of massive growth there is lot of pressure which has come in on digital platforms like OTT players to extend a fantastic experience for the users by interacting with them on the channel of choice which they are currently operating on. But overall if you look at the experience or communication between the user and OTT platforms is broken. If you talk about the marketing or commerce or support journeys out here it is completely broken in terms of the user wanting to cross multiple barriers in terms of every journey which they get on to while interacting with OTT players. The current scheme of things in terms of standard stack of communication is send one way notification and alerts to the user on say SMS or email or voice for that matter. But here the audiences of OTT channel are there on multiple communication channels right. They are spread across IP messaging channels like WhatsApp or Instagram or Telegram or Facebook Messenger and so on and so forth. It has become very difficult for OTT players to gauge the user, segment them appropriately and reach out to them on the channel of choice of preference which the user is having. At the same time there are multiple language barriers which the OTT platform is supposed to cross right. While the content is there in the language of preference but the communication to the user hasn't been great in the language of preference the user is wanting to have. So this is creating a lot of pressure for OTT brands in terms of making sure that they are able to communicate with the user in a manner it is required. If you look at the user's preference today right, they're flocking on to messaging apps like crazy. The growth in terms of their interaction on messaging app with their peers, family and friends is massive out there. What they are expecting that the customers are expecting that the communication with the brands needs to be very interactive, it needs to be personalized in nature and it needs to be responsive all the while. 64% of the consumers they feel that the communication with the brand which they interact it needs to be far more interactive in nature. 57% consumers feel that responsiveness is the major factor in terms of getting a support query resolved by the brand at any one point in time. And 91% users they prefer that the consumer communication which is being led to them needs to be personalized in nature. So as things are moving at a very fast pace if you look at the kind of growth WhatsApp has had in the country like India we are number one country for WhatsApp with more than 500 million active users on monthly basis which WhatsApp has witnessed. There are 2 billion users active across the world of which there are 175 million users which are interacting with brands business account on WhatsApp on daily basis. And it is growing exponentially every day as we speak. 91% or 90% of the users which are there on Instagram they follow at least one brand which they are loyal to. And these are staggering gas stats out here which brands they need to know they need to follow the users where they are right. 85% of the consumers they feel that if at all they are interacting with the users interacting with the brand the brand needs to interact with them in a personalized manner right. And they feel that well while they are interacting with the brand on a IP messaging channel that there is a strong possibility of building relationship. So there is a strong need for every brand OTT brand to communicate with the users in a personalized manner whether it is going to be discovery of the content which is required to be pushed across to them through promotional messaging or it could be eliminating the fatigue which is there in terms of identifying which show or which movie I need to watch it right. That needs to be pretty much made available with the user instantly on the channel of preference which they have. Communication in the language of preference is something which is of urgent need today because users are wanting to get communicated with the way they would want to have in the language of preference they need to. There are multiple facets which the OTT player needs to look at it while they are leveraging upon the messaging channel. They should be there on the channel of preference which the consumers are. Like what we talked about just now is WhatsApp or Instagram growth or similarly there are IP messaging channels like Telegram or RCS where the consumers are flocking to they need to be there. They need to converse with the brand with the users in the language of preference which we spoke about but most importantly they need to be available with the user 24 by 7 addressing their queries and giving them support on an ongoing basis and make their lives simpler. Sorry about this remote it's not working the way I would want to but yeah I'll take it forward. Yeah so OTT brand needs to reach out to all the users across the lifecycle of the user be it a commerce journey or it could be a pre-purchase journey or it could be a support journey by sending right kind of communication to the users in timely manner which could be contextual in nature. Out here it's of utmost importance for the brand to engage with the user throughout the journey in a manner which is required but achieving it at a scale is a challenge. Out here talking to a user with a human effort or human in the loop is going to be a very urgent task for every brand to get on to. That's why intelligent chatbots are helping building conversations and building engagement on the communication channel on behalf of the brand in the manner it is required. Gone are the days that someone needs to call on an IVR and press 1, 2, 3, 2, 2, choose a language and then talk to someone with an identified problem and get that particular query resolved. Today the bots are doing a fantastic job in terms of understanding the user providing the right kind of contextual aspect to the user then in itself and making sure the user's queries are resolved and pushing the right and relevant kind of content to the user as and when it is required. Futurized with these intelligent chatbots with artificial intelligence capabilities there is a lot of personalization which could be achieved at a scale with customized content which is being pushed across the user in a timely manner. The payments reminders or repayment which is required for renewals it could be done in a very seamless manner. So, future lies with AI chatbots which will help brands to really scale up their communication and engagement in a manner it is required. At Gapshap what we believe is helping the brands, OTT brands in an ideal stack with the tech platform which is designed to have is what we have built so far. We have pre-integrated with the more than 30 plus IP based messaging channels which the brand can leverage to engage with the consumers by leveraging upon the single API which is Omnichannel in nature. And on top of it what we have built is a artificial intelligence stack which leads to a conversational layer for the brands to engage with the user in a manner it is required. So, the out-of-box plug-and-play aspect of AI which are pre-built templates that we have the bot journey builder that we have built in which is far more robust in nature and obviously there are pre-trained AI models that we help the brand leverage upon to build consumer journeys across commerce or support or even marketing for that matter. Gapshap is the leading conversational engagement platform we are the number one conversational platform in India. We work with more than 45,000 enterprises out here we enable more than 9 billion messages through our platform every month and this we achieve through a single Omnichannel API. This has helped us to work with some of the leading brands across industry whether it is BFSI or it could be e-commerce and retail more importantly in media industry with some of the large OTT players which are working with us leveraging our platform and building some of the interesting journeys for their customer. Some of the use cases which I will talk about in terms of the pre-purchase journeys which could be quickly built on by the OTT players to engage make consumers discover new things on messaging apps like WhatsApp or Instagram or Telegram or RCS they should be able to make the user get to know about new offers or deals which are there they will be able to get notifications done in a customized manner to push across the content which is desired to have. In terms of the purchase aspect of the journey which is there for every user to engage with the brand it's pretty rudimentary as of today right what we have innovated more is in terms of making sure the user buys the product or services of OTT brand on the fly, on the move within real time as such the kind of innovation that we have done is via one click bill pay which is an award winning solution that we have built for many of the BFSI and utility and subscription led companies which is helping them reduce the overall customer acquisition cost by can you help me with this remote please this has helped most of these utility companies and subscription led platforms to acquire the new users get their payments very quickly what it does is typically with a small text message which goes out as a reminder to the user on the fly underneath there is a artificial intelligence stack that we have built which converts this message into pure text plus an embedded link which covers with a call to action button which is paid now it gets sent out on WhatsApp as a message the user is simply supposed to tap on pay now button and his default UPI app on his device gets launched and he simply needs to put in his pin to make the payment which is pre-embedded within the app itself this has helped all these companies to reduce the overall cat from 120 rupees in terms of payment collection to 8 rupees now there is a massive amount of conversion which has happened earlier it used to be less than one suboptimal 1% today all this messaging conversion is beyond 10% so far this is helping all the brands to A. acquire customers seamlessly by making them give an experience of payments which is seamless in nature B. it is able to help the brands to retain the consumers on the fly our out-of-box customer support journeys are pretty much available for brands to pick it up we support multi-agent dashboard for the brand to interact and engage with the customer fulfilling the queries and complaints on an ongoing basis and it can work 24 by 7 through the chatbot that we have built which is far more customized in nature this could be leveraged by the OTT players in a manner it is required for the consumers to get the queries resolved in the language of preference they have and in the time of urgency this works in a fantastic manner where the users are wanting to engage with the brand on the messaging channel of their choice then send there are many brands which are already using a lot of communication channel through the chatbot which Gapshap has built out and let them engage with the consumers some of the other use cases that we have been experimenting with some of the movie production houses and OTT players is talking billboards which essentially is QR code enabled billboards where the user could scan the QR code and the entire offline transaction offline conversation could be taken to an online medium on IP based messaging channel like say WhatsApp or Instagram where the user would be able to discover the movie through the trailer the movie shows which are running in the nearest theater of that particular user's location or it could be engaging with the users engaging with the brand and the celebrity which could be the actor or filmmaker of that particular movie on the messaging channel itself this is like giving high engagement aspect for the user to build loyalty for the brand which they are just getting engaged to as I said there are many OTT players which are already consuming two-way conversation journey we are here to help you out I'm here to answer any of your questions or queries or in the interest of time it's showing times up on the screen for me but in the interest of time we have a booth out here you can drop in at the booth we have representatives including me we will be able to catch up with you and discuss it thank you so much