PROJECT REPORT ON
IN PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE COURSE
MASTER OF MANAGEMENT STUDIES
UNIVERSITY OF MUMBAI
Abhishek Bedichandani (M - 3202)
Ketaki Mohite (M - 3228)
Raviraj Kore (M - 3224)
Nisha Pol (M - 3240)
Priyanka Shinde (M - 3248)
Ashish Tambat (M - 3250)
Nilesh Tripathi (M - 3251)
Pushpendra Verma (M - 3253)
UNDER THE GUIDANCE OF PROF: Ms. Anita Bobade
DECCAN EDUCATION SOCIETY’S
NAVINCHANDRA MEHTA INSTITUTE OF TECHNOLOGY & DEVELOPMENT
“It is not possible to prepare a project report without the assistance & encouragement of other people.
This one is certainly no exception.”
On the very outset of this report, we would like to extend our sincere & heartfelt obligation towards all
the personages who have helped us in this endeavor. Without their active guidance, help, cooperation &
encouragement, we would not have made headway in the project.
Our deepest thanks to Ms. Anita Bobade, our guide of the project, for guiding us with attention and care.
She has provided us with valuable insights during the entire project work and her co-operation at every
step. Plus, she has taken pain to go through the project and make necessary corrections as and when
We also express our deep gratitude to all who have contributed for the successful completion of this
Why we use WHATSAPP?
Five Force Model
SECTOR : IT Software
COMPANY : Whatsapp Inc.
SUBJECT : Strategy Management
The Project Report is on applying IT strategy on Whatsapp Inc.
Working on this project introduced us to the IT strategy of Whatsapp. We are applied SWOT
analysis, Pestle Analysis, Porter‟s 5 Forces model on Whatsapp.
Well, WhatsApp is a pun on What's Up.
WhatsApp Inc. is an early stage technology startup founded in the heart of Silicon Valley.
Because of better SMS alternative, Whatsapp is invented. Because we believe we can. Because
someday very soon everybody will have a Smartphone.
The study of on this project helped me to know current market scenarios of Whatsapp Inc. and
also the variety of services that it offers to the users.
In today‟s tough economic climate all organizations need to improve efficiency and, even in
midsize firms that usually mean coordinating large quantities of information. However,
technology and thinking has progressed and, billions of user nowadays using whatsapp.
WhatsApp Messenger is a cross-platform mobile messaging app which allows to exchange messages
without having to pay for SMS. WhatsApp Messenger is available for iPhone, BlackBerry, Windows
Phone, Android and Nokia.
The company was founded in 2009 and is based in Santa Clara, California.
WhatsApp, a dream come true of talking to a friend sitting oceans apart through radio-waves, means
absolutely free. What used to cost a somewhere between Rs. 5-15 per message was brought down to
being free by online messaging like Way2SMS.
This was still found to be cumbersome by people mainly due the involvement of internet which required
logging or signing in a personal computer or laptop. This is where WhatsApp walked in to make life easy
for Smartphone users. It leveraged on the increasing popularity of the term, „Stay Connected‟.
Where people wanted staying in touch with their friends and loved ones for as low a price as possible,
WhatsApp removed the price aspect from it. It seems this application builders leveraged on the growing
population of „Short message service (SMS)‟ users.
An invention by „two guys with an experience of 20 years at Yahoo! Inc.‟ as per the official website,
WhatsApp stirred hard the broth BlackBerry (BB) had tried to, but could only cater to BlackBerry users,
in the form of BB Messenger. No wonder, the success of WhatsApp is much greater (in terms of number
of users) compared to BlackBerry Messenger. It is supported by many platforms – Windows, BlackBerry,
Android etc. It has even managed to enter the territory of Apple, which is otherwise difficult to cross for a
From being a multi-purpose, user-friendly, connectivity application to allowing sharing of not only
messages but also images, audio files and videos, WhatsApp is a rage. The reason is pretty obvious –
From downloading it to using it, WhatsApp is free!
But then WhatsApp does cost you something. It demands an internet connection, on the smartphone
handset, to be in use. Just out of curiosity, I wonder then why should one not be as crazy about using G-
talk or Yahoo messenger or AOL as well. Some of us must have heard of the „kik‟ application which
followed in the footsteps of WhatsApp and was a declared success. Why, all of these are free too, with the
internet connection? That makes them as well equipped as WhatsApp.
What, then, distinguishes WhatsApp from the other free of cost applications?
It may be any one of the following –
1. The boom of 3G services followed by a fad for the same.
2. The plethora of cool and funky emoticons offered by WhatsApp.
3. Adding a friend on WhatsApp is simple. Anyone who possesses this application on his/her smartphone
and is present in your contact list at the same time is connected to you via WhatsApp.
4. WhatsApp doesn‟t require any „Sign-in‟ or „Log out‟.
5. „What‟s up‟, the on-going homonym pun, somehow makes it easier for the youth to connect with
WhatsApp (Intelligent naming).
6. WhatsApp connects with its users in more than one ways – Facebook, Blog and Twitter, riding on the
success of social networking‟s popularity.
There can be a lot more than these. For some, it‟s the ease of clicking the WhatsApp icon, going to the
chat with a friend and seeing when was the last time he/she was seen online on the app. For others, it‟s the
cool way in which one can update his/her status without really bothering everyone on his/her friend list to
become aware of the same by a pop-up in their respective profile ( A friend‟s status can be known only by
going to „View profile‟).
The telecom industry did not take long to realize that „Conference call‟ was a much needed value added
service. Hence, accepting the customer demands, WhatsApp too added a fascinating feature of „Group
Chat‟ in Feb 2011. Not only is it easy to create a group on WhatsApp, it is equally easy to quit the group
WhatsApp has constantly been adding more and more handsets to its kitty over the time and informing
users of the same through its website and blog.
But fame is a double-edged sword. And so it happens that there has been a rumour taking some rounds;
recently there was a hoax about WhatsApp charging a fee for its usage to the users whose screen logo did
not turn red.
It was on declared on WhatsApp‟s blog and everywhere else on the internet that the apparently
alarming message was a fake one.Whether this was a marketing gimmick by the parent company
or an attempt to kill competition by someone else is for the users to figure out.
IT STRATEGY ON WHATSSAPP
WhatsApp has been a major contributor of 25% decline of SMS in Spain. Chinese We Chat has over 300
million users. Over 90% of Korean smart phone users use Kakaotalk. These are just a few examples of the
rising trend of the mobile instant messaging (MIM).
Instant messaging as such is not a new thing (remember ICQ?), but there are certain reasons why it has
had its resurrection now:
1. Phones are increasingly more about data than talking
In developed countries nearly every new phone sold is smart phone. Smart phones are increasingly
more about being smart than phone. There is app for that, now also for the basic phone features
(talking and texting).
2. That data is getting faster
New 4G LTE (Long term evolution) phones will enable high-speed data for mobile phones. This
opens new opportunities for what kind of content we can exchange in MIM platforms.
3. Facebook is so huge that it is already mass broadcasting
If you are average Facebook user sending your status update, the odds are that the message will be
seen by your family, friends and colleagues plus countless of people you do not even know about.
This is great, but serves more of people´s need for vanity and instant recognition. The most
meaningful conversations happen with the people you know. Same phenomenon has been also
reason for the success of Path.
4. There is always need for 1-to-1 communication
Some might argue that Facebook message does the trick. However the challenge is that Facebook
is already flooded with so many messages, it is not that reliable way to catch people (at least not
all of them). Phone has been relevant for so long because you can be quite certain that your
message is received. Although Facebook has increased the number of “friends”, it has not really
increase the number of “real friends”. The amount of those real friends is limited and many of
interactions with those people we want to keep private.
Facebook Messenger Vs Whatsapp Messenger in 2012
5. World is getting smaller
Majority of MIM applications work internationally. The bread and butter of Telcos profit margins
has been charging for international calls and roaming. MIM applications do not have those
international boundaries. You want to communicate with your friends no matter where they
6. World is getting more visual
Although SMS-messages have been relatively cheap, telcos are still taking quite big premium with
multimedia messages. With MIM applications you can send whatever data possible and the
because of the point 2 the alternatives are actually increasing all the time. Basic SMS- type of
messaging is just the beginning for MIM applications and there will be probably lots of
innovations in what kind of communication there will be.
Why Use Whatsapp
WhatsApp Messenger is a smartphone messenger available for Android and other smartphones.
WhatsApp uses your 3G or WiFi (when available) to message with friends and family. Switch from SMS
to WhatsApp to send and receive messages, pictures, audio notes, and video messages. First year FREE!
($0.99 USD/year after)
No Hidden Cost: Once download the application, can use it to chat as much as one want. Send a
million messages a day for free! WhatsApp uses Internet connection: 3G/EDGE or Wi-Fi when
Multimedia: Send Video, Images, and Voice notes to friends and contacts.
Group Chat: Enjoy group conversations with one‟s contacts.
No International Charges: just like there is no added cost to send an international email, there is
any cost to send WhatsApp messages internationally. Chat with friends all over the world as long
as they have WhatsApp Messenger installed and avoid those pesky international SMS costs.
Say no to PINs and Usernames: Why even bother having to remember yet another PIN or
username? WhatsApp works with phone number, just like SMS would, and integrates flawlessly
with existing phone address book.
No need to Login/LogOut: No more confusion about getting logged off from another computer
or device. With push notifications WhatsApp is ALWAYS ON and ALWAYS CONNECTED.
No need to add buddies: Your contacts who already have WhatsApp Messenger will be
Offline Messages: Even if someone miss push notifications or turn off phone, WhatsApp will
save messages offline until retrieve them during the next application use.
And Much More: Share location, Exchange contacts, Custom wallpaper, Custom notification
sounds, Landscape mode, Precise message time stamps, Email chat history, Broadcast messages
and MMS to many contacts at once and much much more!
Whatsapp SWOT Analysis:
Market share leadership
No need to log
Allow send videos, pictures, voice notes
You can put profile picture
No need to add friends
No need PIN or user number
Available for all platforms
Weak distribution network
To access the account can only be paid by credit card only
Only works with a data plan or wi - fi
Modernization of people
Increased demand for smart phones
Similar applications and free
Whatsapp - Five Forces Analysis
Bargaining Power of Suppliers
High competition among suppliers – High levels of competition among suppliers acts to reduce prices
to producers. This is a positive for Whatsapp. "High competition among suppliers (Whatsapp)" has a
significant impact, so an analyst should put more weight into it. This statement will have a short-term
positive impact on this entity, which adds to its value. "High competition among suppliers (Whatsapp)" is
an easily defendable qualitative factor, so competing institutions will have a difficult time overcoming it.
"High competition among suppliers (Whatsapp)" will have a long-term negative impact on this entity,
which subtracts from the entity's value.
Bargaining Power of Customers
Large number of customers - When there are large numbers of customers, no one customer tends to
have bargaining leverage. Limited bargaining leverage helps Whatsapp.
Product is important to customer - When customers cherish particular products they end up paying
more for that one product. This positively affects Whatsapp. This statement will have a short-term
negative impact on this entity, which subtracts from its value.
Intensity of Existing Rivalry
Fast industry growth rate – When industries are growing revenue quickly, they are less likely to
compete, because the total industry size is also growing. The only way to grow in slow growth industries
is to steal market-share from competitors. Fast industry growth positively affects.
Relatively few competitors - Few competitors mean fewer firms are competing for the same customers
and resources, which is a positive for Whatsapp. "Relatively few competitors (Whatsapp)" has a
significant impact, so an analyst should put more weight into it. "Relatively few competitors (Whatsapp)"
will have a long-term positive impact on the this entity, which adds to its value.
Threat of Substitutes
Substitute has lower performance - A lower performance product means a customer is less likely to
switch from Whatsapp to another product or service.
Substitute is lower quality – A lower quality product means a customer is less likely to switch from
Whatsapp to another product or service.
Threat of New Competitors
Strong distribution network required – Weak distribution networks mean goods are more expensive to
move around and some goods don‟t get to the end customer. The expense of building a strong distribution
network positively affects Whatsapp.
Strong brand names are important - If strong brands are critical to compete, then new competitors will
have to improve their brand value in order to effectively compete. Strong brands positively affect
Patents limit new competition -- Patents that cover vital technologies make it difficult for new
competitors, because the best methods are patented. Patents positively affect Whatsapp. "Patents limit
new competition (Whatsapp)" has a significant impact, so an analyst should put more weight into it.
Advanced technologies are required - Advanced technologies make it difficult for new competitors to
enter the market because they have to develop those technologies before effectively competing. The
requirement for advanced technologies positively affects Whatsapp.
The popular free unlimited service Whatsapp might be blocked in Saudi Arabia 'within weeks', local
newspaper Aleqtisadiah reported.
Country's Communications and Information Technology Commission (CITC) claimed that the service
doesn‟t comply with local rules and regulations.
Favorable economic environment
Age – Nowadays, whatsapp is used by in between 20 to 40 years of age. Earlier people used text
messages, that is, SMS, but nowadays they have started using it for communications with their friends
and family. People can also send voice messages, images, as well as video through whatsapp. As we
know, whatsapp is available in free of cost for 1 year. And for accessing data, one needs data plant to
send and receive messages.
Compatibility - The compatibility for WhatsApp starts from Nokia S40 phones, the least one apps-
compatibility wise. After this its compatibility increases to Nokia S40 Symbian, S60, and
Android/iOS/BB OS/Windows, etc.
Interface – Whatsapp interface is quite easy and simple to handle. Whatsapp launches updates frequently
to make its interface more appealing and user friendly but mainly its interface depends on type of
platform who are using.
Bandwidth – With just texting option, whatsapp does not take much bandwidth. Only downloading may
force it to use high network charges, but if you are texting only, then whatsapp takes very less bandwidth.
Security – One need to have working registered phone numbers to use whatsapp. The apps scans contact
list and searches for people who already use it. One can chat with them, but blocking options is also there
for security. If one don‟t want to chat or contact that annoying person in one‟s contact list, one can block
them. Blocking someone means that one don‟t receive messages from the person one blocked.
Whatsapp legal factors consists of :
Acceptance – It is an agreement between Whatsapp Inc., the owner and operator of www.whatsapp.com ,
the whatsapp software including whatsapp messenger and user of software. Using the service, user agrees
Whatsapp Service – The terms of service applies to the all users of whatsapp. Information provided by
users to whatsapp, may provide links to third party websites.
Access – Whatsapp permits user service only for personal use and doesn‟t not grand persmission to
resend or change use of access for service. The user will not be able to duplicates or copy any part of
• Grand strategies, often called master or business strategies, provide basic direction for strategic
actions. It Indicate the time period over which long-range objectives are to be achieved.
• Many firms involved with multiple industries, businesses, product lines, or customer groups
usually combine several grand strategies.
• Any one of these strategies could serve as the basis for achieving the major long-term objectives
of a single firm.
The four alternatives of grand strategy are as follows:
Stability – Stability means to remain the same size or to grow slowly and in a controlled fashion.
In case of Whatsapp stability, Whatsapp is available on every operating systems of smartphones.
Global Brand Strategy–
o Whatsapp should make available in country specific languages.
Product Line Development –
1. Allow requesting other system, that is, user should be able to contact other people who
are not in his phone directory.
2. It should be able to make calls.
3. Screen sharing.
WhatsApp Reaches 300 Million Active Users
This chart illustrates the incredible growth of smart phone messaging service Whatsapp.
What lies ahead is known by none. The application is free today but may not be tomorrow or so the talks
As far as the facilities provided are concerned, WhatsApp today does not provide the option of „Calling‟
(although its logo has a phone receiver inscribed in the centre!). It may have this in future. With the
technology growing in leaps and bounds, we may also expect a Skype-like free video call via WhatsApp.
What has been a user-friendly, connectivity application till date may take a turn towards shared-
information holding platform like Drop box, meaning people may not only be able to chat on WhatsApp
but also share and store common data.
With the advent of „Cloud Computing‟, the world has virtually shrunk down to the size of a room. It may
not come as a surprise hence, to see such a large network-sharing support on WhatsApp someday.
Whether the mole will actually become a mountain someday is a mystery. Till then, we enjoy the present
and await the surprises of future.
WhatsApp on the other hand has been around for quite some time now and is being used by most and
offers functionality like text based messaging and files transfers. But given enough time Line is a capable
product and in the future it hold the potential to overtake WhatsApp, unless some new innovations is
adopted by the world leader in messengers.