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Mobile Messaging - The Next-generation Global Social Networks - Product Image

Mobile Messaging - The Next-generation Global Social Networks

  • Published: February 2014
  • Region: Global
  • 151 Pages
  • Futurescape

FEATURED COMPANIES

  • Alibaba
  • Fleep
  • Jaeger-LeCoultre
  • MessageMe
  • O2O (Online-to-offline)
  • Tango
  • MORE

In-depth analysis of companies, strategies and markets

Smartphone owners worldwide are rapidly taking up an innovative form of mobile communications and social networking: mobile messaging apps.

Hundreds of millions are downloading the apps – from KakaoTalk, Line, WeChat, WhatsApp and others – to access free chat messaging, voice and video communications, mobile entertainment and commerce.

This presents a huge opportunity to create international digital businesses. And a major threat to Facebook and Twitter.

The companies behind the apps have global ambitions

- Line, from Japan, is targeting half a billion users this year

- WeChat is spending $200 million per year on international marketing to become China’s first worldwide tech brand

- US leader WhatsApp processes 50 billion messages per day

- South Korea’s KakaoTalk is installed on 93% of the country’s smartphones

Comprehensive analysis of the fast-moving mobile messaging market

- Understand the mobile messaging business and the leading companies

- How they are creating next-generation mobile social networks

- Their global READ MORE >

EXECUTIVE SUMMARY: THE GLOBAL BOOM IN MOBILE MESSAGING APPS

- The huge worldwide opportunity for messaging apps
- Messaging apps – a revolution in mobile communication
- The target – reaching 5.6bn smartphones in 2019
- International leaders in mobile messaging: from KakaoTalk to WhatsApp
- Messaging apps are expanding globally out of Asia
- KakaoTalk – dominating South Korea
- Line – targeting half a billion worldwide registered users in 2014
- WeChat – China’s first global tech giant?
- WhatsApp – the US leader, processing 50bn messages per day
- Messaging apps are a strategic threat to Twitter and Facebook
- The apps are next-generation social networks
- Key features of messaging apps
- Challenging incumbent social networks – Twitter and Facebook
- Hundreds of millions already embrace messaging apps
- Apps integrate entertainment, games, marketing, e-commerce and more
- Developing the apps into entertainment and utility platforms
- Driving the mobile entertainment and games markets
- Enabling opt-in marketing for major brands
- Creating markets for digital content and services
- Messaging apps beyond smartphones – TV sets and smartwatches
- Disruption for mobile operators
- Apps undermine carriers’ SMS revenues
- How are carriers responding?

1. KEY DRIVERS FOR EXPLOSIVE GROWTH

1.1. The boom in mobile Internet access and smartphones
1.2. Global smartphone adoption and data growth soar
1.3. Smartphone penetration around the world – major markets
1.4. Mobile owners embrace messaging apps as the “free” alternative to SMS
1.5. Apps engage users with multimedia communications and entertainment
1.6. Messaging services are available on feature phones

2. SWOT ANALYSIS – THE MAJOR PLAYERS IN GLOBAL MESSAGING

2.1. Overview: competitive issues for all messaging providers
2.2. KakaoTalk – South Korea
2.3. Kik Messenger – Canada
2.4. Laiwang – China
2.5. Line – Japan
2.6. Nimbuzz – India
2.7. Tango – USA
2.8. Viber – Cyprus
2.9. WeChat – China
2.10. WhatsApp – USA

3. GLOBAL RANKINGS OF MAJOR MESSAGING APPS

3.1. International surveys, excluding and including China
3.2. Device-based estimates of messaging app usage

4. PRIMARY NATIONAL MARKETS

4.1. National strongholds and international penetration
4.2. Messaging app user numbers in primary markets
4.3. Are mobile messaging apps natural monopolies?
4.4. Or can multiple messaging apps co-exist?

5. STRATEGIES FOR INTERNATIONAL EXPANSION

5.1. Intense competition for international markets
5.2. Strategies and marketing for international expansion
5.3. KakaoTalk – strategy of securing local partnerships
5.4. Line – solo entry into new markets
5.5. WeChat – multi-region marketing
5.6. WhatsApp – global organic growth without marketing
5.7. Localized features and content
5.8. Partnerships with handset manufacturers

6. GLOBAL COMPETITION

6.1. The enormous worldwide market potential
6.2. Comparing messaging services’ international registered users by country
6.3. Top messaging apps as measured by multi-country iOS downloads
6.4. Interest in messaging apps – Brazil, Russia, UK, USA
6.5. Comparing app engagement in Indonesia, Malaysia, Philippines, Thailand
6.6. China – WeChat faces growing competition
6.7. India – a key market for messaging companies
6.8. Indonesia
6.9. Japan
6.10. The Philippines
6.11. Taiwan
6.12. Spain and Spanish-speaking markets
6.13. Latin America
6.14. Argentina
6.15. Brazil
6.16. Mexico
6.17. The UK
6.18. South Africa
6.19. The USA
6.20. KakaoTalk, Line and WeChat say entering the USA is a major challenge

7. MESSAGING APPS vs SOCIAL NETWORKS

7.1. Battling for billions of global users
7.2. Messaging apps are mobile-native next-generation social networks
7.3. Protecting user privacy as a competitive advantage over social networks
7.4. For Facebook, mobile revenue is critical
7.5. Messaging apps are ahead of Facebook, by some metrics
7.6. Facebook’s strategy for mobile messaging
7.7. Facebook improves Messenger to combat messaging apps
7.8. Facebook For Every Phone – feature phone service
7.9. Twitter acknowledges that messaging apps are significant competitors
7.10. The apps may threaten Twitter’s monetization via Social TV
7.11. Expansion in Southeast Asia puts Twitter head-to-head with chat apps
7.12. Twitter’s strategy for mobile messaging
7.13. Google Hangouts

8. BUSINESS MODELS FOR MONETIZING APPS AND USERS

8.1. Competing strategies, business models and revenue sources
8.2. WhatsApp focuses on communication and annual subscription
8.3. Asian and other apps focus on entertainment
8.4. Games and stickers as key revenue generators
8.5. WeChat questions the value of stickers for revenue
8.6. Other digital content
8.7. Apps as utility platforms, facilitating m-commerce globally
8.8. Opt-in advertising and brand engagement
8.9. Marketing third-party apps
8.10. Cheap international voice calling
8.11. The enterprise market

9. VALUING MOBILE MESSAGING COMPANIES

9.1. Market caps and valuations of messaging companies, Twitter and Facebook
9.2. Values per monthly active user (MAU) or registered user

10. IS MOBILE GAMING THE FUTURE FOR MESSAGING APPS?
10.1. The opportunity in social mobile gaming
10.2. KakaoTalk, Line and WeChat – game downloads since launch
10.3. In-house game development and partnering with developers
10.4. National and international growth and localized games
10.5. Opportunities and challenges for mobile messaging games services

11. OPPORTUNITIES FOR BRAND MARKETING AND CONTENT SALES

11.1. Luxury brands on WeChat – reaching into the Chinese market
11.2. Companies plan to use WeChat more in 2014
11.3. Consumer brands, coupons and special offers
11.4. How WeChat manages brand engagement with users
11.5. Content sales via mobile messaging apps
11.6. Global sports teams and celebrities engage with fans

12. CHALLENGES TO BUSINESS MODELS AND EXPANSION

12.1. Challenges for business models and establishing sound revenue streams
12.2. Home competition, international expansion and cultural barriers
12.3. Regulatory suppression – governments banning messaging apps

13. IN-DEPTH COMPANY PROFILES: MAJOR MOBILE MESSAGING APPS

13.1. KakaoTalk

- Overview
- Funding and business model
- Advertising services
- Revenues
- Company timeline
- Major markets, user numbers and growth
- Games platform

13.2. Kik

- Overview
- Funding and business model
- Company timeline
- Major markets, user numbers and growth

13.3. Laiwang (Alibaba)

- Overview
- Funding and business model
- Company timeline
- Major markets, user numbers and growth

13.4. Line

- Overview
- Funding and business model
- Advertising services and e-commerce
- Revenues
- Company timeline
- Major markets, user numbers and growth
- Games platform

13.5. Nimbuzz

- Overview
- Funding and business model
- Company timeline
- Major markets, user numbers and growth

13.6. Tango

- Overview
- Funding and business model
- Company timeline
- Major markets, user numbers and growth

13.7. Viber

- Overview
- Funding and business model
- Company timeline
- Major markets, user numbers and growth

13.8. WeChat / Weixin (Tencent)

- Overview
- Funding and business model
- Revenues and games figures
- Company timeline
- Carrier partnerships
- Third-party services
- Advertising services
- Major markets, user numbers and growth

13.9. WeMeet / Weimi (Sina)

- Overview
- Funding
- Company timeline

13.10. WhatsApp

- Overview
- Funding and business model
- Company timeline
- Carrier partnerships
- Major markets, user numbers and growth

13.11. YiChat / Yixin (China Telecom and NetEase)

- Overview
- Funding and business model
- Company timeline
- Major markets, user numbers and growth

13.12. Youni (SNDA)

- Overview
- Funding
- Company timeline

14. APPENDIX: STARTUPS IN BRIEF – NEW AND INNOVATIVE APPS

- Bubbly
- Cubie
- Fleep
- Frankly
- Glide
- Gliph
- Hash
- Hike – India
- Imo.im
- Invi
- Keek
- Lango
- Layer
- MessageMe
- Mxit
- MyChat
- ooVoo
- Pinger
- Snapchat
- Spika
- Telegram
- TicToc
- Voxer
- Zalo – Vietnam

List of Figures:

Figure 1: Global smartphone subscriptions forecast to 2019 (billions)
Figure 2: International leaders in mobile messaging – main markets and global users
Figure 3: Typical features of mobile messaging apps
Figure 4: Mobile messaging apps compared with major social networks – global users
Figure 5: Global and regional growth in smartphone subscriptions (2011 - 2019)
Figure 6: Percentage of mobile owners with a smartphone (selected countries)
Figure 7: KakaoTalk SWOT analysis
Figure 8: Kik Messenger SWOT analysis
Figure 9: Laiwang SWOT analysis
Figure 10: Line SWOT analysis
Figure 11: Nimbuzz SWOT analysis
Figure 12: Tango SWOT analysis
Figure 13: Viber SWOT analysis
Figure 14: WeChat SWOT analysis
Figure 15: WhatsApp SWOT analysis
Figure 16: Top messaging and social networking apps globally (excluding China)
Figure 17: Top messaging or social networking apps (% global smartphone users)
Figure 18: Comparative usage of major messaging apps, globally
Figure 19: Messaging apps ranked by average weekly minutes of usage, globally
Figure 20: Messaging apps’ penetration in major markets on iPhones (%)
Figure 21: Messaging apps ranked by user numbers in their primary market
Figure 22: Average number of messaging apps installed on smartphones, by country
Figure 23: Top reasons Singaporean smartphone users prefer messaging apps to SMS
Figure 24: Top countries for smartphone sales in 2014
Figure 25: Top countries for new smartphone owners in 2014
Figure 26: Top countries by new owners as percentage of all sales in 2014
Figure 27: Top messaging apps in Brazil, China, Indonesia, South Africa and USA
Figure 28: iOS messaging app downloads in Brazil, India, South Africa, UK, USA
Figure 29: Social networking and messaging app engagement in Southeast Asia
Figure 30: Messaging app engagement in Southeast Asia (minutes per user daily)
Figure 31: Men vs women, messaging app engagement in Southeast Asia
Figure 32: China – smartphone owners using messaging apps (%)
Figure 33: China – competing mobile messaging apps: ownership and user numbers
Figure 34: India – users of Facebook mobile and messaging apps (millions)
Figure 35: India – top messaging apps on smartphones (% owners using)
Figure 36: Indonesia – messaging apps used at least weekly (%)
Figure 37: Japan – Facebook's growth in monthly active users (millions)
Figure 38: The Philippines – messaging provider launches, marketing and partnerships
Figure 39: Philippine carriers’ messaging data offers for consumers
Figure 40: Taiwan – messaging app downloads for Android devices (millions)
Figure 41: Latin America – smartphone owners using messaging apps, Sept 2013 (%)
Figure 42: Argentina – smartphone owners using messaging apps, September 2013 (%)
Figure 43: Brazil – smartphone owners using messaging apps, November 2013 (%)
Figure 44: Brazil – smartphone owners using messaging apps, September 2013 (%)
Figure 45: Mexico – smartphone owners using messaging apps, September 2013 (%)
Figure 46: UK – growth in percentage of mobile owners using instant messaging
Figure 47: UK – SMS volumes fall while mobile messaging soars in 2012 – 2014
Figure 48: UK use of messaging services, ranked by messages sent per week
Figure 49: South Africa – mobile owners using messaging apps (%)
Figure 50: South Africa – smartphone owners using messaging apps (%)
Figure 51: USA – monthly hours spent on social networking by smartphone owners
Figure 52: USA – messaging apps installed in iPhones: Sept 2013 (% with app)
Figure 53: USA – smartphone owners using messaging apps (%)
Figure 54: USA – top reasons why smartphone owners use messaging apps
Figure 55: USA compared with India for chat usage on smartphones
Figure 56: US messaging app usage trends June – October 2013
Figure 57: US messaging apps ranked by engagement (mins per day spent with app)
Figure 58: Facebook Messenger vs WhatsApp for social messaging app usage
Figure 59: Key elements of Facebook’s mobile messaging strategy
Figure 60: Facebook Messenger – carrier partnerships for free or discounted access
Figure 61: Facebook Messenger – main functionality
Figure 62: Google Hangouts – main functionality
Figure 63: Valuation ranges for mobile messaging providers
Figure 64: Social networks and mobile messaging companies: market caps and estimated values (US $ billions)
Figure 65: Social networks and mobile messaging companies: value per monthly active user or registered user (US $)
Figure 66: Cumulative game downloads – KakaoTalk, Line and WeChat
Figure 67: Messaging companies’ ties and partnerships with the mobile games sector
Figure 68: Luxury and upmarket brand marketing campaigns in China via WeChat
Figure 69: Kakao app family
Figure 70: KakaoTalk – funding
Figure 71: KakaoTalk – brand advertising services and effectiveness
Figure 72: Kakao revenues and profits 2009 – 2013 (US $ millions)
Figure 73: Kakao revenues 2011 – 2013 (US $ millions)
Figure 74: Kakao profit and loss 2009 – 2012 (US $ millions)
Figure 75: Kakao 2012 revenues by source (US $ millions)
Figure 76: Kakao 2011 – 2012 revenues by source (%)
Figure 77: KakaoGame – growth in revenues H2 2012 – H1 2013 (billion Korean won)
Figure 78: KakaoTalk – major markets
Figure 79: KakaoTalk – growth in registered users (millions)
Figure 80: KakaoTalk development since launch (millions of global registered users)
Figure 81: KakaoGame platform – major developments
Figure 82: KakaoGame – growth in accumulated subscriptions in first 12 months
Figure 83: Kik – funding
Figure 84: Kik – growth in registered users (millions)
Figure 85: Kik – development since launch (millions of global registered users)
Figure 86: Laiwang – development since launch (millions of registered users)
Figure 87: Line – app family
Figure 88: Line – funding
Figure 89: Line – advertising rates: official account for brands
Figure 90: Line – advertising effectiveness: case studies
Figure 91: Line – mobile messaging service 2013 quarterly results (yen)
Figure 92: Line – mobile messaging service 2013 quarterly results, with sources
Figure 93: Line – 2013 quarterly gross revenues by source (US $ millions)
Figure 94: Line – 2013 quarterly gross revenues by source (%)
Figure 95: Line – revenue from stickers, games and character merchandise
Figure 96: Line – new 3C strategy, August 2013
Figure 97: Line – growth in global registered users (millions)
Figure 98: Line – development since launch (millions of global registered users)
Figure 99: Line – Japanese and international growth (registered users, millions)
Figure 100: Line – Japanese vs international registered users (%)
Figure 101: Line – major markets and international expansion
Figure 102: Line – registered users by major markets: February 2014 (millions)
Figure 103: Line app – iPhone penetration, selected countries September 2013 (%)
Figure 104: Cumulative downloads of other Line apps, September 2013 (millions)
Figure 105: Line Game downloads growth: July 2012 – November 2013
Figure 106: Nimbuzz – funding
Figure 107: Nimbuzz – registered users, major markets: March 2013, August 2012 (m)
Figure 108: Nimbuzz – registered users, major markets: March 2013, August 2012 (%)
Figure 109: Nimbuzz – growth in registered users (millions)
Figure 110: Nimbuzz development since launch (millions of global registered users)
Figure 111: Tango – funding
Figure 112: Tango – growth in global registered users (millions)
Figure 113: Tango – development since launch (millions of global registered users)
Figure 114: Viber – major markets and international expansion
Figure 115: Viber – development since launch (millions of global registered users)
Figure 116: WeChat carrier partnerships and consumer offers
Figure 117: Companies offering services via WeChat: sectors and consumer services
Figure 118: WeChat – growth in global registered users (millions)
Figure 119: WeChat – development since launch (millions of global registered users)
Figure 120: WeChat – growth in registered users outside China (millions)
Figure 121: WeChat – development since launch (registered users outside China)
Figure 122: WeChat – growth in global monthly active users (millions)
Figure 123: WhatsApp – funding
Figure 124: WhatsApp – carrier partnerships and consumer offers
Figure 125: WhatsApp – growth in global monthly active users (millions)
Figure 126: WhatsApp – growth in India (millions of monthly active users)
Figure 127: WhatsApp – messaging growth: 2011 – 2013 (billions of messages per day)
Figure 128: WhatsApp – growth in total messages sent and received per day (billions)
Figure 129: WhatsApp – messages processed per user per day
Figure 130: WhatsApp – images sent per day (millions)
Figure 131: YiChat / Yixin – development since launch (millions of registered users)

- Alibaba
- BMW
- British Airways
- Bubbly
- Burger King
- Cadillac
- China Telecom
- Coach
- Cubie
- Facebook
- Fleep
- Fossil
- Frankly
- Glide
- Gliph
- Google
- Harper’s Bazaar
- Harrods
- Hash
- Hike
- Imo.im
- Invi
- IWC
- Jaeger-LeCoultre
- KakaoTalk
- Keek
- KFC
- Kik
- L’Occitane
- Laiwang
- Lango
- Lawson
- Layer
- Line
- Martell Noblige Cognac
- McDonald’s
- MessageMe
- Mxit
- MyChat
- Naver
- NetEase
- Nike
- Nimbuzz
- ooVoo
- Pinger
- Sina
- Sisley
- Snapchat
- SNDA
- Spika
- Starbucks
- Tango
- Telegram
- Tencent
- TicToc
- Timberland
- Twitter
- Uniqlo
- Viber
- Voxer
- WeChat / Weixin
- WeMeet / Weimi
- WhatsApp
- YiChat / Yixin
- Youni
- Zalo

Sectors

- Advertising and brand marketing
- Digital
- E-commerce
- Entertainment
- Feature phones
- Internet
- Media
- Mobile
- Mobile apps
- Mobile content
- Mobile devices
- Mobile gaming
- Mobile messaging
- Mobile operators
- O2O (Online-to-offline)
- Smartphones
- SMS
- Social media
- Social networks
- Telcos

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