messengers from mobile apps to platforms - monica zaldivar
TRANSCRIPT
MESSENGERSFROM MOBILE APPS
TO PLATFORMS#UNIT2016@zoobeapp@smonicats
WHO OWNS YOUR CHATSTHAT‘S WHO
2011 2012 2013 2014 20150
5
10
15
20
25
30
35
MESSAGES SENT PER DAY IN BN
SMS
MESSENGERS DOMINATE MOBILEMESSENGERS ARE THE NEW SOCIAL NETWORKS
SOURCE: THE ECONOMIST, BUSINESS INSIDER
4Q11 4Q12 4Q13 4Q14 1Q150
500
1.000
1.500
2.000
2.500
Big 4 Social NetworksBig 4 Messaging Apps
Mon
thly
Use
rs in
M
MESSAGING APPS HAVE CAUGHT UP TO SOCIAL NETWORKS
5
WHATSAPP + FB MESSENGER +
WECHAT+ VIBER2.2B MONTHLY ACTIVER USERS, ALL ON MOBILE 6 OF THE TOP 10 MOST
USED APPS ARE MOBILE MESSAGING
APPS
MESSAGING IS THE NEW SOCIAL MEDIA
SOURCE: BUSINESS INSIDER
WHATSAPP CARRIED 42B MESSAGES DAILY, ONLY AROUND 20B SMS DAILYBUT SMS STILL
MONETIZE BETTER
MESSAGING IS THE NEW SOCIAL MEDIA
WHICH MESSENGERS DO YOU USE?TIME TO CONFESS
LOADS OF THEM!PLAYERS
WE WENT FROM THISWHAT’S SO COOL?
WE WENT FROM THISWHAT’S SO COOL?
TO THISWHAT’S SO COOL?
TO THISWHAT’S SO COOL?
WHAT’S SO COOL?SMS, VOICE MESSAGE, PICS & VIDEOS, LOCATION, VOICE & VIDEO CALLS, PAYMENTS, STICKERS,
GAMES, E-COMMERCE, FOOD
DELIVERY, TAXIS, BANKING, FLIGHT INFO
WHAT’S SO COOL?NOT SUCH THING AS OFFLINE
A PLATFORM IN EVERYONE’S POCKETENTRY TO UNEDUCATED CONSUMERSNO CURATED FEED
WHAT’S SO COOL?NO LIMITS OF COUNTRY, HARDWARE, OPERATOR
MORE PRIVACYREPLACE E-MAIL, SM, PC IM, CALLS, FACE TO FACEADDICTIVE
WHAT’S SO COOL?THE MESSAGING APP IS “ONLY” THE ENTRY POINT
THE PLATFORM IS THE GOAL
THE SAY GUY, ACTUALLYTHE LEADERS
FB MESSENGER3 YEARS AGO LOSING THE LEAD, NOW #1MOBILE FIRST + ACQUISITIONS + COPY PASTEFB 1.55B MAU*, 1B
DAU** MESSENGER 900M
MAU*MONTHLY ACTIVE USERS** DAILY ACTIVE USERS
FB MESSENGER
FB MESSENGER
FB MESSENGER > BOTSCOPY PASTE FROM ASIAN MIMs, KIK,
TELEGRAMNO NEED TO LEAVE THE APP TO BROWSERDISCOVERY WITHOUT
APP DOWNLOADMESSAGING APPS + BOTS = THE OS OF MOBILE
WHATSAPP1B MAU, 70% DAILY, 42B DAILY MESSAGES NO ADS, NO STICKERS, NO GAMESCALLS, INTERNET PLANS, DESKTOP VERSION, ENCRYPTION
WHATSAPP IN JAN 2015: 700M MAU
WHATSAPP IN SEPT 2015: 900M MAU
WHATSAPP IN FEB 2016: 1B MAU
WHATSAPP: 419M MAU IN 4 YEARS
THE MISSED OPPORTUNITIES
A DETAILED LOOK AT THE PIONEERS
LINEOWNED BY NAVER600M USERS, 212M
MAU, 1,88B STICKERS DAILY$600M SALES, $112M
REVENUEMOBILE & DESKTOP + FAMILY OF APPS
LINE: STAGNATING GROWTH
LINE: MONEY MAKING MACHINE
LINE
LINE
LINE
LINE
LINE
LINE PLATFORM
KAKAOTALKPIONEERED THE BUSINESS MODELTOOK MONEY FROM NAVER170M USERS, 50M
MAU,95% PENETRATION IN
SOUTH KOREA, $120M PROFIT IN 2014SOURCE: FORBES
KAKAOTALK PLATFORM
WECHAT / WEIXIN / QQ1.1B USERS, 650M MAU, 1.5%
CENSORSHIP WECHAT + QQ = 700M REVENUE Q2 2015IN CHINA, + WECHAT OFFICIAL ACCOUNTS CREATED DAILY THAN
WEBSITESOWNED BY TENCENT
WECHAT / WEIXIN / QQ
SOURCE: TECH IN ASIA
WECHAT / WEIXIN / QQ
THE NKITB: SNAPCHATEST. 200M MAU, 100M
DAU, 400M SNAPS DAILY70% WOMEN & UNDER 25 YEARS OLD
YOUNGEST & FASTEST GROWING MIMEPHIMERAL CONTENT, TURNED DOWN 3B FROM FB, NOW VALUATION AT 10B-20BMOBILE ONLY
SOURCE: BUSINESS INSIDER
SNAPCHAT
TANGO200M USERS, 70M MAU$215M FROM ALIBABA ($25B IPO)
ALIBABA + VALUE THAN AMAZON & EBAY MISSED ON ASIA, GOINT AFTER THE WORLD
THE WINNER TAKES IT ALL
THE WINNER TAKES IT ALLFACEBOOK OWNS THE 2 APPS
THAT CAN COVER THE 2 STRATEGIESBUT SNAPCHAT IS GETTING CLOSER
MESSENGERSFROM MOBILE APPS
TO PLATFORMS#UNIT2016@zoobeapp@smonicats