Rakuten Viber launches two new updates. — Photo Courtesy Rakuten Viber

Global messaging app Rakuten Viber has launched two new updates, business inbox and commercial account to advance its long-term superapp strategy.

Business inbox is meant for brand-user interactions and accessible directly from an individual’s regular chat screen. It allows for all business messages from official brand accounts to be stored and organised in a single folder.

Commercial account offers the capability to discover all ways to engage with a brand in one place. It will host all business information, services and chats on Viber under a single searchable business entity.

The new searchable commercial accounts will give more power to the users, who will be able to find brands themselves and not just be found, and initiate communication with brands proactively.

Meanwhile, brands will streamline their communication with customers and create seamless customer experiences.

"The recent updates to Viber provide a strong foundation for the introduction of additional features as part of the company's superapp strategy,” Cristina Constandache, Rakuten Viber’s chief revenue officer, said.

“This strategy aims to improve the utility the app has for users, and expand the ways in which brands can connect with their audience in a natural way, resulting in increased value for both parties."

The two features are available globally, including Viet Nam, since January 23.

According to research, 71 per cent of consumers expect companies to deliver personalised interactions and 82 per cent of organisations plan to implement a strategy to deliver a better customers value through services. — VNS