A new ecosystem for omnichannel communication

Digital transformation has profoundly changed the way brands and consumers communicate. The proliferation of channels — messaging apps, social media, SMS, email, and mobile apps — has brought new opportunities but also increasing fragmentation of the user experience. It is in this context that the ‘OmniContent – Omnichannel Content Management Ecosystem’ operation, promoted by TIMWE LAB and co-financed by COMPETE 2030, aims to create an innovative ecosystem for the creation and distribution of digital content in a truly omnichannel model.

According to João Sinde, Project Director at TIMWE LAB, “the OmniContent project was designed with the aim of developing a new platform for the dissemination of personalised content to consumers, based on the Omnichannel concept, ensuring a consistent and uniform user experience across all integrated channels, including RCS”. This vision is at the heart of the entire functional architecture of the project.

The current challenges of communication between brands and consumers

Despite the enormous diversity of digital channels available, the relationship between brands and customers continues to be marked by inefficiencies. The absence of a consistent omnichannel strategy, ignorance of user preferences, and fragmentation of information across platforms often lead to irrelevant experiences and low levels of consumer engagement. Added to these limitations are concerns about privacy, data security, and declining user retention in mobile applications.

To address this set of challenges, OmniContent is committed to an integrated approach that aligns technology, data, and user experience.

RCS as a strategic channel

One of the technological pillars of OmniContent is the adoption of Rich Communication Services (RCS) as the preferred channel. This protocol, considered the successor to SMS, allows the sending of messages enriched with images, videos, interactive buttons, hyperlinks and smart cards, without the need to install external applications, while ensuring the identification of the sender. When RCS is not available, the system automatically resorts to SMS, MMS or the mobile application, ensuring continuity of the experience.

An integrated technological ecosystem

OmniContent is structured around three main components: a platform for creating, managing and analysing content for brands, a mobile application for consumers and a cloud infrastructure that supports the entire system logic. The platform allows you to create campaigns, manage products and services, configure interaction flows, develop gamification content and analyse engagement metrics. The mobile application acts as a direct channel for communication and interaction with consumers, while the cloud ensures secure information storage and integration between channels.

This architecture allows you to build a unique view of the customer, ensuring that content and interactions are consistent, regardless of the point of contact.

Personalisation and engagement as critical factors

The ability to adapt content to user preferences and behaviours is one of OmniContent’s key differentiators. Through advanced data analysis and profiling mechanisms, the ecosystem enables brands to deliver more relevant and effective experiences, increasing engagement and the value of each interaction.

It is precisely this impact on business that João Sinde emphasises when he states that “the availability of personalised content, with high levels of consumer engagement, regardless of the digital channel used, is a critical factor for business”.

The decisive role of COMPETE 2030

The development of OmniContent is strongly driven by the support of COMPETE 2030. In the words of João Sinde, “the support of the COMPETE 2030 programme plays a decisive role in leveraging the R&D activities of this project, which has potential for application in various sectors”. This funding not only accelerates technological development but also strengthens the link to the Scientific and Technological System.

According to the manager, this support enables “the hiring of highly qualified human resources, promotes the acquisition of new knowledge by the company and enhances TIMWE LAB’s participation in highly competitive global markets”.

OmniContent thus asserts itself as a structuring initiative for the future of digital communication, combining technological innovation, omnichannel strategy and a strong ambition for international competitiveness.

Links 

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