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Chat Apps enable brands to connect better with their consumers.
ü  Synchronous, intimate
conversations
ü  Instant gratif...
Consumers today are more mobile than ever…
2
0	
  
500	
  
1000	
  
1500	
  
2009	
   2014	
  
#	
  Smartphone	
  Users	
 ...
… and these consumers are hanging out on Chat Apps.
Source: We Are Social 2015, Marketing Land 2015
3
0	
  
200	
  
400	
 ...
The Chat App space is complicated and complex.
4
United States
Mexico
Latin America
South Africa
Russia
China
Malaysia
Jap...
5
WeChat: A free messaging & calling app that allows you to easily connect with
family & friends across countries.
Owned B...
6
Line: Exchange free instant messages with friends whenever and wherever
with one-on-one and group chats.
Owned By:
Naver...
7
KakaoTalk: Multi-platform texting app that allows iPhone, Android, and
BlackBerry users to send and receive messages for...
Snapchat: Snap a photo or a video, add a caption, and send it to a friend.
They’ll view it, laugh, and then the Snap disap...
WhatsApp: A cross-platform mobile messaging app which allows you to
exchange messages without having to pay for SMS.
Owned...
10
Facebook Messenger: Instantly reach the people in your life for free. Messenger is just
like texting, but you don't hav...
11
Viber: An app that’s lets you use your phone to make free calls and send free text and
photo messages to other Viber us...
12
Skype: Say “hello” to friends and family with an instant message, voice or video
call on Skype for free.
Owned By:
Micr...
13
Tango: Free calls to mobile and landline numbers around the world.
Owned By:
Alibaba
Regions Most Popular:
China
Year C...
Yik Yak: An anonymous social media app that allows people to create and view posts
within a 1.5 mile (2.4 kilometer) radiu...
Telegram: A messaging app with a focus on speed and security.
Owned By:
Independent
Regions Most Popular:
Southeast Asia
M...
Kik: An instant messaging application for mobile devices from Kik Interactive.
Owned By:
Independent
Regions Most Popular:...
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Nexmo Chat App Map

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Nexmo explains the chat app landscape

Published in: Marketing
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Nexmo Chat App Map

  1. 1. Chat Apps enable brands to connect better with their consumers. ü  Synchronous, intimate conversations ü  Instant gratification for customers ü  Truly personalized communication ü  Richer brand experience ü  Lifecycle engagement with their customers 1
  2. 2. Consumers today are more mobile than ever… 2 0   500   1000   1500   2009   2014   #  Smartphone  Users  Worldwide  (M)   0   1   2   3   2009   2014   Daily  9me  spent  on  Mobile  media  (hours)   0 5 10 15 20 25 30 35 40 45 1 2 P2P SMS vs. OTT Messaging (Trillion Messages)* 2011 2018 SMS OTT Messages Source: eMarketer 2015; * A2P messages will grow from $53.07 billion in 2013 to $70.32 billion by 2020, according to Transparency Research
  3. 3. … and these consumers are hanging out on Chat Apps. Source: We Are Social 2015, Marketing Land 2015 3 0   200   400   600   800   1000   1200   1400   Facebook   QQ  Mobile   Qzone   Whatsapp   Facebook   Messenger   WeChat   Google+   Skype   Instagram   TwiHer   Viber   Baidu  Tieba   Line   Sina  Weibo  Vkontakte   Snapchat   Top Global Social Platforms by Monthly Active Users (Millions, Jan 2015) Social Chat Apps
  4. 4. The Chat App space is complicated and complex. 4 United States Mexico Latin America South Africa Russia China Malaysia Japan Indonesia Korea Philippines Thailand South Asia SE Asia Europe Middle East Canada
  5. 5. 5 WeChat: A free messaging & calling app that allows you to easily connect with family & friends across countries. Owned By: Tencent Regions Most Popular: China India Malaysia South Africa Year Created: January 2011 Audience Size: 468 Million Demographics: Top geographies: •  68% users in China •  21% in India •  2% in USA Age: •  33% 16-24 y/o •  40% 25-34 y/o •  19% 35-44 y/o Primary Source of Revenue: •  Stickers •  Games •  Commerce •  Branded accounts Messaging Features: •  IM •  VoIP •  Video Brand Presence Opportunity: •  2 types of Approved accounts (subscription and service) •  In chat ads ( must have over 100k followers on WeChat to start advertising) Biggest Differentiator: Almost exclusive access to the large Chinese demographic
  6. 6. 6 Line: Exchange free instant messages with friends whenever and wherever with one-on-one and group chats. Owned By: Naver (Korean search engine) Regions Most Popular: Japan Indonesia Mexico South Korea Thailand USA Year Created: March 2011 Audience Size: 170 Million Demographics: •  54M users in Japan •  33M in Thailand •  30M in Indonesia •  25M in USA •  15M in Mexico •  14M in South Korea Primary Source of Revenue: •  Stickers •  Games •  Commerce •  Branded accounts Brand Presence Opportunity: •  2 types of Approved accounts (subscription and service) •  Branded stickers ( minimum cost: $250k per month) Biggest Differentiator: Stickers & exclusive access to Japan’s social demographic Messaging Features: •  IM •  VoIP •  Video
  7. 7. 7 KakaoTalk: Multi-platform texting app that allows iPhone, Android, and BlackBerry users to send and receive messages for free. Owned By: Independent Regions Most Popular: Korea Philippines Year Created: March 2010 Audience Size: 35 Million Demographics: •  93% of Korean smart phones have KakoaTalk installed Primary Source of Revenue: Games Brand Presence Opportunity: Kakao Yellow ID service – branded account for SMBs Biggest Differentiator: Exclusive access to the Korean market Messaging Features: •  IM •  VoIP •  Video
  8. 8. Snapchat: Snap a photo or a video, add a caption, and send it to a friend. They’ll view it, laugh, and then the Snap disappears from the screen – unless they take a screenshot, which also notifies the sender! 8 Owned By: Independent Regions Most Popular: USA Year Created: September 2011 Audience Size: 140 Million Demographics: Age: •  50% 18-24 y/o •  20% 25-34 y/o •  9% 35+ y/o Primary Source of Revenue: •  Ads •  Money Transfers Brand Presence Opportunity: Discovery feeds Biggest Differentiator: Access to the US teen market hooked onto Snapchat’s ephemeral messaging Messaging Features: •  Images •  Video
  9. 9. WhatsApp: A cross-platform mobile messaging app which allows you to exchange messages without having to pay for SMS. Owned By: Facebook Regions Most Popular: USA India South Asia EMEA Latin America Year Created: February 2009 Audience Size: 800 Million Demographics: Age: •  45% 18-25 y/o •  40.8% 26-35 y/o Top Geographies: •  140m users in India •  48m users in Brazil •  33m users in Mexico •  30m users in Indonesia •  21m users in Germany •  20m users in Spain •  18m users in Turkey •  16m users in S. Africa •  12m users in USA •  12m users in Malaysia •  7.3m users in Russia •  6.9m users in Saudi Arabia •  4.5 m users in UK Primary Source of Revenue: Subscription fees Brand Presence Opportunity: None Biggest Differentiator: •  The most frequently P2P communication app •  No immediate plans to monetize Messaging Features: •  IM •  VoIP
  10. 10. 10 Facebook Messenger: Instantly reach the people in your life for free. Messenger is just like texting, but you don't have to pay for every message (it works with your data plan). Owned By: Facebook Regions Most Popular: North America South Asia EMEA Latin America Year Created: August 2011 Audience Size: 500 Million Demographics: 20% of adult Internet users Top  Geographies:   •  113m users in India •  64m users in USA •  45m users in Brazil •  29m users in Mexico •  20m users in Philippines •  17m users in Vietnam •  14m users in UK •  12m users in Germany •  8.5m users in S. Korea •  6.7m users in Canada •  4.6m users in France •  1.3m users in Singapore Primary Source of Revenue: None – recently announced company accounts could change this Brand Presence Opportunity: Company accounts Biggest Differentiator: Parent company is extremely savvy at courting brands and audiences Messaging Features: •  IM •  VoIP •  Video
  11. 11. 11 Viber: An app that’s lets you use your phone to make free calls and send free text and photo messages to other Viber users, on any device, network and country. Owned By: Rakuten (Japanese Internet conglomerate) Regions Most Popular: EMEA India Latin America Year Created: December 2010 Audience Size: 209 Million Demographics: •  25% APAC •  19% Eastern Europe •  16% Western Europe •  15% Middle East •  10% Central & South America Primary Source of Revenue: •  Experimenting with Games & Stickers Brand Presence Opportunity: None Biggest Differentiator: •  Early leader in VoIP •  Positioning itself as SMS/MMS Phone replacement Messaging Features: •  IM •  VoIP
  12. 12. 12 Skype: Say “hello” to friends and family with an instant message, voice or video call on Skype for free. Owned By: Microsoft Regions Most Popular: USA Europe Year Created: August 2003 Audience Size: 334 Million Demographics: •  22% of US millennials •  17% of adults Primary Source of Revenue: •  Enterprise accounts •  Ads Brand Presence Opportunity: Banner ads Biggest Differentiator: Distribution of use spread across affluent millennials and power enterprise users is a unique mix Messaging Features: •  IM •  Voice •  Video •  Screen sharing
  13. 13. 13 Tango: Free calls to mobile and landline numbers around the world. Owned By: Alibaba Regions Most Popular: China Year Created: 2009 Audience Size: 250 Million Demographics: •  3% of adults worldwide •  40% of user base in US Primary Source of Revenue: •  Ads •  Games Brand Presence Opportunity: Profile and chat ads Biggest Differentiator: Ads are some of the most animated and could be a more inexpensive option as Tango looks to compete with WeChat Messaging Features: •  IM •  Voice •  Video
  14. 14. Yik Yak: An anonymous social media app that allows people to create and view posts within a 1.5 mile (2.4 kilometer) radius. Owned By: Independent Regions Most Popular: USA Year Created: November 2013 Audience Size: Unknown Demographics: 1500+ college and high school campuses Primary Source of Revenue: •  Ads •  Money transfers Brand Presence Opportunity: None Biggest Differentiator: Has robust college audience but mandatory anonymous posts makes continued targeting difficult Messaging Features: Location-based message posts (anonymous
  15. 15. Telegram: A messaging app with a focus on speed and security. Owned By: Independent Regions Most Popular: Southeast Asia Middle East Russia Year Created: August 2013 Audience Size: Unknown Demographics: Unknown Primary Source of Revenue: Donations Brand Presence Opportunity: None Biggest Differentiator: The most secretive chat app, Telegram bills itself as most secure platform offering robust message and data encryption Messaging Features: •  IM •  File storage •  Geolocation
  16. 16. Kik: An instant messaging application for mobile devices from Kik Interactive. Owned By: Independent Regions Most Popular: USA Saudi Arabia Canada Year Created: October 2010 Audience Size: 100 million Demographics: 50% users in USA Primary Source of Revenue: Ads Brand Presence Opportunity: Ads Biggest Differentiator: Built on HTML5 so web ads are easiest to port onto Kik’s platform Messaging Features: •  IM •  Web browsing

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