MessageBird rebrands as Hen, and slashes costs by 90% on SMS to tackle Twilio

No, don’t assume Hen Scooters. Suppose Hen, previously MessageBird. For the Amsterdam-based unicorn is now re-branding as such after reportedly buying the Hen.com area identify a few years in the past, allegedly for a lot of tens of millions.

Based in 2011 by Adriaan Mol and Robert Vis, the cloud communications platform for enterprises can be launching a variety of latest merchandise and a drastic pricing lower to go up in opposition to opponents equivalent to Twilio.

Vis instructed me over the cellphone: “Our thought course of was fairly easy on this truly and clearly this resolution was made method earlier than Hen Group went bankrupt. I’m making an attempt to construct a legacy firm that’s going to be round in 50 years and under no circumstances in my thoughts was the scooter firm going to be round in 50 years.”

Hen CRM for advertising, gross sales, and funds on Electronic mail, SMS, and WhatsApp is being slashed with a 40-90% low cost and the corporate stated in a press release right now that it will cost SMS at a 90% low cost.

A brand new advertising marketing campaign will quote Amazon founder Jeff Bezos with “your margins are my alternative”. Twilio reportedly does $1.3 billion in revenue on SMS which Messagebird seems to be trying to carry to zero with the value drop. TechCrunch sources say Vis talked about this intention eight years in the past whereas pitching MessageBird throughout his 2016 YC Demo Day.

The transfer is critical, since $100k on SMS or e mail with a corporations like Twilio, Klaviyo or Attentive, might translate as a $10k spend. TechCrunch has reached out to Twilio for remark.

Vis stated: “We’re dropping costs significantly. It’s time to maneuver away from the area of API suppliers on prime of channels, which we might in all probability agree is a totally commoditized. That’s really the differentiation between Twilio and us and possibly 10 different SMS suppliers or WhatsApp suppliers. Our view is rather more that the power to do one thing with the channel is far more vital than truly the channel in itself, so we’re principally giving freely channel prices, which, in case your solely enterprise as a channel supplier, in all probability actually sucks, which clearly is type of our intention. However for those who present any sort of comfort on prime of the channel, then I feel that’s what the following 10 years goes to be about.”

In a weblog publish co-founder Vis added: “It’s not in regards to the abstraction layer of API’s. AI modified the sport and flipped every thing – the following 10 years can be all about infrastructure + software – or how we like to have a look at it : what you are able to do with the channel versus merely entry to the channel.”

Vis has additionally had a busy week after a his LinkedIn publish saying he was looking for to purchase out corporations with Digital Cash Establishment (EMI) and/or Fee Establishments (PI) licenses went viral on the networking platform.

In the meantime Hen, the perveyor of for-rent scoooters, just lately went bankrupt.

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