8x8 & Rakuten Viber: Marc Palomares on Shaping the Future of Business Communications in 2025
- Zenia Pearl V. Nicolas
- Sep 8
- 3 min read
Updated: Nov 5
At a recent presentation, Marc Palomares, Partnership Account Manager APAC at Rakuten Viber, walked business leaders through how the 8×8 and Rakuten Viber partnership is helping enterprises unlock new opportunities in customer communications. His session highlighted not just new tools, but also the broader shifts shaping the way businesses engage with consumers in 2025.
A Partnership That Keeps Growing
Palomares traced the journey of the 8×8–Rakuten Viber alliance, which began in 2019. Over the years, the collaboration has grown steadily, with 100+ new partners onboarded and a remarkable 51% year-over-year growth in business messaging adoption.
The partnership is more than a technology integration, it is positioned as a strategic enabler, helping enterprises connect with people in ways that feel secure, seamless, and human.
Why Businesses Need to Act Now
Drawing on global and local data, Palomares presented three key opportunities that define consumer behavior today:
Smartphones dominate shopping.
Globally, 45% of consumers shop online at least once a day.
In the Philippines, 92% of shoppers use phones for transactions, making it the #1 market for online financial services.
Personalization is now expected.
Globally, 71% of consumers expect personalized interactions.
In the Philippines, 87% of consumers spend more with businesses that deliver highly relevant, adaptive experiences.
Messaging has become a daily habit.
Globally, users spend 6h 38m online daily, with 2h+ on social platforms.
In the Philippines, people spend nearly 9 hours online, with more than 3h on social media and messaging apps.
Palomares explained that these patterns underline the importance of meeting consumers where they already are on mobile and messaging platforms if businesses want to build trust and loyalty.
Viber for Business: The Super App for Modern Enterprises
Palomares introduced Viber for Business as a super app that brings together brands and users in one ecosystem. For businesses, this means a full suite of solutions designed for every stage of the customer journey:
Viber Advertising Solutions to boost brand visibility.
Viber Rich Business Messaging for tailored, interactive conversations.
Viber Business Calls enabling free, click-to-call connections worldwide.
Interactive Business Messaging to showcase products, streamline decisions, and drive conversions.
Tools such as carousel messages and list messages illustrate how Viber enables businesses to communicate smarter and more efficiently, turning engagement into meaningful customer action
Security as a Priority
Palomares also underscored the critical role of secure business messaging. With growing concerns around fraud and data protection, Viber for Business provides features like OTP verification, encrypted communications, and fraud-prevention mechanisms. These help businesses enhance customer trust while keeping transactions safe.
From Communication to Growth
For enterprises and decision-makers, the focus always comes back to measurable impact. Palomares pointed to how 8×8 and Viber solutions deliver results in the form of:
Higher click-through rates (CTR) through interactive messaging.
Better sales conversions driven by personalization.
Stronger reach and engagement, especially in mobile-first markets like the Philippines.
Together, these solutions highlight how communication is evolving into a driver of growth, loyalty, and long-term customer value.
Looking Ahead: The Blueprint for 2025
As 2025 unfolds, Palomares positioned the 8×8–Rakuten Viber partnership as a model for how businesses can thrive in the new communications landscape. With the Philippines and other emerging markets showing rapid digital adoption, enterprises that embrace this approach will be better equipped to enhance, secure, and automate customer experiences.
The message was clear, business communications are no longer just about sending information, they are about creating secure, personalized, and lasting relationships with customers.
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