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Global Messaging Trends: WeChat, Facebook, Bots, and Apps

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Grata's keynote presentation at CHat Beijing April 24, 2016 discussing the latest trends in messaging. The other presentations from the event can be found here: http://chinachannel.co/chat-beijing-presentations

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Global Messaging Trends: WeChat, Facebook, Bots, and Apps

  1. 1. Grata.co April 2016Chat Beijing | Global Messaging Trends Global Messaging Trends Distractions, hype, and what really matters Andrew Schorr Founder @ Grata.co Image Credit: Kathleen Wilson/Baltimore Academy of Illustration
  2. 2. Grata.co April 2016Chat Beijing | Global Messaging Trends Peak Messaging Hype ©REUTERS   We recently hit Facebook F8 Developer Conference 12 April 2016
  3. 3. Grata.co April 2016Chat Beijing | Global Messaging Trends Suddenly texting a weather cat is better than opening a weather app
  4. 4. Grata.co April 2016Chat Beijing | Global Messaging Trends vs. Slack Tacobot Tacobell.com …and typing pico de gallo is faster than a screen tap
  5. 5. Grata.co April 2016Chat Beijing | Global Messaging Trends Evidence everywhere of a hype cycle
  6. 6. Grata.co April 2016Chat Beijing | Global Messaging Trends It lasted about 10 days…
  7. 7. Grata.co April 2016Chat Beijing | Global Messaging Trends Meanwhile, in China… 1 Voice message to a WeChat Official Account Are there any tickets on a sleeper train from Beijing to Shanghai this Sunday? 2 Tap your itinerary from instant response 3 Select ticket type and book Mobvoi’s Chumen Wenwen WeChat account launched in 2013. Google invested US$60M in Mobvoi in October 2015
  8. 8. Grata.co April 2016Chat Beijing | Global Messaging Trends 60 billion messages/day 3x peak volume of SMS + This isn’t to say messaging isn’t a big deal.
  9. 9. Grata.co April 2016Chat Beijing | Global Messaging Trends Official Accounts Aug 2012 Wallet Aug 2013 P2P Payments Jun 2014 Open Platform Oct 2013 Responding to WeChat WeChat 1.0 Jan 2011 Push-to-talk May 2011 Moments Apr 2012 Push-to-talk Aug 2013 2011 2012 2013 2014 2015 2016 People Nearby Aug 2011 Offline Payments Sep 2014 Rejects $3B from FB Nov 2013 WeChat is “role model” Sep 2013 Google searches for “WeChat” peak in US Dec 2013 FB buys for $22B Feb 2014 FB Requires Download Apr 2014 WeChat invests $50M Aug 2015 P2P Payments Jun 2015 Messenger 1.0 Aug 2011 Flagship product at F8 Mar 2015 “Wants to be WeChat of West” November 2014 Alibaba invests $200M Mar 2015 Open Platform Apr 2016 Spring Festival Red Packets Feb 2014
  10. 10. Grata.co April 2016Chat Beijing | Global Messaging Trends Regional + User Fragmentation Closed Markets The APac story FB FTW The rest of the world Generational Trends FB’s biggest threat How many winners? Image Credit: Dave Simmons
  11. 11. Grata.co April 2016Chat Beijing | Global Messaging Trends Local Player vs. FB in Asia Pacific (2015Q1) Retrieved from https://medium.com/art-marketing/the-hidden-homescreen-70c794ff9ada#.91l3z7wzl Basically closed markets
  12. 12. Grata.co April 2016Chat Beijing | Global Messaging Trends FB’s Demographic Threat? (2015 Spring) Retrieved from http://simplymeasured.com/blog/9-things-social-media-marketers-need-to-know-from-mary-meekers-2015-internet-trends-report
  13. 13. Grata.co April 2016Chat Beijing | Global Messaging Trends Snapchat vs Facebook with <34yo (2015 Oct) Retrieved from http://www.vertoanalytics.com/2015/10/the-demographics-of-social-media-properties-looking-beyond-downloads/
  14. 14. Grata.co April 2016Chat Beijing | Global Messaging Trends Payments Image Credit: Niki Koch hauntedatheart.tumblr.com Fundamental to Messaging as a Platform FB Payments? Breakout moment will be when Messenger supports online + offline payments WeChat’s beachhead abroad? Driving merchant adoption, but unlikely to impact app downloads
  15. 15. Grata.co April 2016Chat Beijing | Global Messaging Trends WeChat’s Payment Success Image Credit: Melissa Capaletti High-frequency app Pay in-app, online, & offline 300M+ of 700M MAU have linked a payment account Clever forcing functions Red Packet sharing; payment account required to join groups chats of 100+ people
  16. 16. Grata.co April 2016Chat Beijing | Global Messaging Trends Facebook on Payments “We don’t view ourselves as a payments business, that’s not the type of company that we are. We’ll partner with everyone who does payments.” http://venturebeat.com/2016/03/29/facebook-messenger-is-reportedly-taking-on-apple-pay-and-samsung-pay/ This quote can be misleading. Messenger will soon be handling a huge volume of payments. Mark Zuckerberg, January 2016
  17. 17. Grata.co April 2016Chat Beijing | Global Messaging Trends Payments in US Source: McKinsey Retrieved from Jan 2016 Tweet https://twitter.com/andreatdell/status/684496659997454336
  18. 18. Grata.co April 2016Chat Beijing | Global Messaging Trends Monetization Image Credit: Alex Kazanas alexkazanas.com FB approaches this differently than WeChat Advertising Sponsored Messages User Data Transactional
  19. 19. Grata.co April 2016Chat Beijing | Global Messaging Trends Average Revenue per User (2014) Source: Activate.com Note: These are estimates, don’t put too much faith in them. WeChat $7.00 KakaoTalk $4.24 LINE $3.16 WhatsApp $0.06 Viber $0.01 Messenger $0.00
  20. 20. Grata.co April 2016Chat Beijing | Global Messaging Trends Business Accounts Image Credit: Meredith Burke mdith.com WeChat dominated early, wrote the rules WhatsApp defacto Official Accounts FB has 50M businesses Best position is in the payment flow
  21. 21. Grata.co April 2016Chat Beijing | Global Messaging Trends Messaging as App Platforms Broken app discovery Context switching Social graph Over-hyped chat UI Image Credit: Marlena Murtagh
  22. 22. Grata.co April 2016Chat Beijing | Global Messaging Trends 50,000 Apps Published per Month Retrieved  from  h2ps://medium.com/art-­‐marke=ng/the-­‐hidden-­‐homescreen-­‐70c794ff9ada#.91l3z7wzl  
  23. 23. Grata.co April 2016Chat Beijing | Global Messaging Trends Yet, No one is Downloading Apps Retrieved  from  h2ps://medium.com/art-­‐marke=ng/the-­‐hidden-­‐homescreen-­‐70c794ff9ada#.91l3z7wzl  
  24. 24. Grata.co April 2016Chat Beijing | Global Messaging Trends 6 of the Top 10 Most Used Apps Retrieved from https://medium.com/intercom-inside/the-end-of-app-stores-dd379e754033#.8mjiwgybv
  25. 25. Grata.co April 2016Chat Beijing | Global Messaging Trends 20%+ of Top 50 Most Addictive Apps Source: Survey Monkey Intelligence, February 2016, Retrieved from http://venturebeat.com/2016/04/23/the-50-most-addictive-mobile-apps/
  26. 26. Grata.co April 2016Chat Beijing | Global Messaging Trends Bots & AI Finding the right use cases Multiple query search Already have context Background bots “AI” isn’t there yet Image Credit: Sarah Magida sarahmagidadesigns.com
  27. 27. Grata.co April 2016Chat Beijing | Global Messaging Trends We haven’t figured everything out yet.
  28. 28. Grata.co April 2016Chat Beijing | Global Messaging Trends CNN bot as your annoying friend Image Credit: Hank Horkoff, Magnet
  29. 29. Grata.co April 2016Chat Beijing | Global Messaging Trends Tay tweets
  30. 30. Grata.co April 2016Chat Beijing | Global Messaging Trends What’s Coming Image Credit: Sara Klementovic saraklem.com Hybrid UIs Distribution over App Downloads Rise of AI, Voice OS vs. Messaging Apps Google, Apple vs. Microsoft, FB, et al
  31. 31. Grata.co April 2016Chat Beijing | Global Messaging Trends Essential Reading, Listening, & Watching • “When One App Rules Them All: The Case of WeChat and Mobile in China” by Connie Chan 2015 Aug 06 http://a16z.com/2015/08/06/wechat-china-mobile-first/ Widely viewed analysis that made a big impact in the West’s understanding of WeChat. • “Bots and Beyond” a A16Z podcast with Connie Chan, Benedict Evans, and Chris Messina 2016 Apr 18 http://a16z.com/2016/04/18/bots-messaging-conversation-commerce What are the good use cases for bots? Customer service for one. What are the ramifications for user, platform, and brand in a messaging world? • “How chatbots are going to redefine retail customer service” by Daphne Howland 2016 April 18 http://www.retaildive.com/news/how-chatbots-are-going-to-redefine-retail-customer-service/417458 Live agent customer service is still critical to most businesses, though chatbots can provide some value filtering at the start. • “When do bots beat apps? When context and convenience matter most” by Peter Rohas 2016 Apr 04 https://medium.com/chat-bots/when-do-bots-beat-apps-when-context-and-convenience-matter- most-443c9191bb2b#.att7y88zx If bots win, it won’t simply be because of their ease of use, but by the sheer usefulness of being embedded within the context in which we are already working or conversing • “Finding Jarvis: An Insider’s Look at the Future of Digital Messaging Agents” by Ivan Lee 2016 Mar 29 https://medium.com/swlh/finding-jarvis-an-insider-s-look-at-the-future-of-digital-messaging- agents-7270782f687b#.i9zibvy44 Great discussion of the challenges and limitations facing Messaging as a platform. • Facebook Messenger F8 Keynote with David Marcus 2016 Apr 12 [video 15m56s] https://www.youtube.com/watch?v=9JbmAw1E-Wg Messenger platform opens to public, wit.ai available for writing bots… The illustrations in this PPT First appeared in this AdWeek article” Why Every Marketer Should Be Keeping Up With the Evolution of Messaging Apps” http://www.adweek.com/news/technology/why-every-marketers-should-be-keeping-evolution-messaging-apps-169998
  32. 32. Grata.co April 2016Chat Beijing | Global Messaging Trends Grata is the leading provider of enterprise contact center software for WeChat. grata_co info@grata.co grata_co

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