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Whatsapp

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A study about the current market scenario & the success factors for WhatsApp

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Whatsapp

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  2. 2.  2 WINTER PROJECT REPORT On “A study about the current market scenario & the success factors for WhatsApp” Presented By: Name: Sean Rodrigues Roll No: 96 Year: 2015 Under the guidance of Prof. Simmi Prasad.
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  4. 4.  WhatsApp Inc. was founded in 2009 by Brian Acton and Jan Koum, both former employees of Yahoo!. The company is based in Mountain View, California and employs 55 people. It is in the process of takeover after Facebook announced its acquisition of WhatsApp Inc. on February 19, 2014, for US$19 billion.  As of February 2016, WhatsApp had a user base of one billion, making it the second-most popular messaging application.  They started with 2,50,000 users and now have one billion users worldwide  CEO Mark Zuckerberg in 2014 agreed to buy mobile messaging service WhatsApp for $19 billion , making it the company's largest acquisition. Company Profile 4
  5. 5.   A mobile app is a computer program designed to run on smartphones, tablet computers and other mobile devices  Various platforms available since 2008  Instant messaging (IM) is a type of online chat which offers real-time text transmission over the Internet.  More advanced instant messaging can add file transfer, clickable hyperlinks, Voice over IP, or video chat What Is Mobile Application? 5
  6. 6.   Instant messaging has become the killer app on mobile as smart phone adoption has grown across the globe and the Indian scene is no exception  Three out of every four smart phone user in India is now high on mobile chatting making the market a lucrative one for chat app companies. 6
  7. 7.  Social Messenger App’s Available 7 Whatsapp Facebook Messenger WeChat BBM LINE Viber
  8. 8.  8 SnapChat Tango Skype
  9. 9.  Global Market Scenario 9 According to a survey conducted by On Device Research, they surveyed 10,000 smartphone owners in 5 countries to get a global snapshot of popularity of particular apps but also how people use social messaging compared to calling, texting and emailing on their phones. The countries covered were the US, India, Brazil, South Africa, and China.
  10. 10.  About Whatsapp 10 • Is available for Google Android, BlackBerry OS, and Apple iOS etc • In a December 2013 blog post, WhatsApp claimed that 400 million active users use the service each month. • On February 19, 2014, Facebook Inc. announced it is acquiring WhatsApp Inc. for US$19 billion.
  11. 11.  Current scenario of whatsapp 11This chart illustrates the incredible growth of smart phone messaging service Whatsapp
  12. 12.   No Hidden Cost  Multimedia  No need to add new friends  No need to Login/Logout  Group Chat  No International Charges  Say no to PINs and Usernames Advantages Of Whatsapp 12
  13. 13.   Phones are increasingly more about data than talking  That data is getting faster  There is always need for 1-to-1 communication  World is getting smaller  World is getting more visual Reasons For Instant Messaging App’s For Being Such a Hit 13
  14. 14.  Strategies Adopted 14 SWOT Analysis Strengths: • Loyal customers • Market share leadership • No need to login • Group Chat • 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 Weaknesses: • Not diversified • Weak distribution network • To access the account can only be paid by credit card only • Only works with a data plan or Wi-Fi
  15. 15.  15 Opportunities: • Online • Advanced technology • Recognized application • Modernization of people • Increased demand for smart phones Threats: • Competition • Product substitution • Similar applications and free
  16. 16.   To study the current market scenarios of WhatsApp  To study customer behaviour on WhatsApp  To find out usage pattern of WhatsApp  To find out key success features of WhatsApp Objectives 16
  17. 17. The study is exploratory and descriptive in nature and structured questionnaire was used. Some closed ended questions were also framed to validate the responses.  Sampling technique - Non-probability and Convenience sampling method.  Sample size - 184 Respondents.  Area Of Study - Mumbai (vasai,borivali,bandra,churchgate,andheri)  Primary sources - Youth & Professionals using Smartphones(M/F) from Mumbai Research Methodology 17
  18. 18.  Data Findings And Interpretation 18 Overall Demographics Male 53% Female 47% Gender 15- 25 years 29% 26 – 30 years 43% 31 – 35 years 23% 36 – 45 years 4% above 46 years 1% Age
  19. 19.  19 Student 47% Service 34% Professional 11% Home maker 6% Unemployed 2% Ocuupation
  20. 20.  20 Q.1 Do you to be in touch with the people by using Apps? PARTICULAR FREQUENCY YES 179 NO 5 TOTAL 184YES NO INTERPRETATION In the above table and graph we can say that, out of the 184 respondent , 179 respondents want to be in touch with the people by using Apps.
  21. 21.  21 Q.2 What do you prefer more for staying in touch with people on your phone? 107 52 20 5 Social messaging Apps Voice calls SMS Email INTERPRETATION 107 out of 184 respondents prefer Social messaging Apps for staying in touch with people from their phone followed by Voice calls. Whereas SMS & Email are less preferred now a day, So Social messaging Apps have overtaken traditional SMS.
  22. 22.  22 Q.3 Which social messaging app do you use? 83 34 25 11 21 3 3 4 INTERPRETATION WhatsApp is widely used social messaging app, followed by facebook & WeChat
  23. 23.  23 Q.4 Do you use WhatsApp on an active basis? All The Time 48% Most Of the Time 44% Sometimes 5% Not At All 3% INTERPRETATION From the above graph we can interpret that, 48% people use “WhatsApp” all the Time and 44% people use it Most of the time. It indicates that the majorpart of our samples use WhatsApp frequently. And, 3% people are not using WhatsApp as they are using alternate app like Facebook or they are not having Smartphone with data/Wi-Fi connection.
  24. 24.  24 Q.5 Tick the reason(s) why you do not use WhatsApp ? 0 0 4 1 0 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 Did not know WhatsApp Existed No data plan/lack of easy access to WiFi Not enough friends using the same application Using Alternate Messenger (fb, WeChat, Etc) Unreliable (Poor Connection, WhatsApp unable to work, Etc) INTERPRETATION From the above analysis I can interpret that, from 3% respondents which are not using WhatsApp, major reason is Not enough friends using the same application
  25. 25.  25 Q.6 Have you purchased Smartphone, only because you can use WhatsApp? YES 26% NO 74% INTERPRETATION 26% of respondent have purchased Smartphone, only because they can use “WhatsApp”, this shows that WhatsApp has been the one of the driver for smartphone penetration in India.
  26. 26.  26 Q.7 From which medium you came to know about WhatApp? Word of Mouth 78% Internet 20% Advertisemen t 2% Newspaper 0% INTERPRETATION From the above analysis, Word of Mouth is the major source of the awareness for ‘WhatsApp’ and after that Internet publicity has also worked well for the WhatsApp. And Advertisement is very less effective. So it’s easy to conclude that a Mouth Publicity & People recommendation plays highest role in popularity of WhatsApp.
  27. 27.  27 Q.8 Which WhatsApp features impresses you? 22% 20% 12% 29% 17% Ease of Navigation/ User Friendly Interface Groups chatting Speed Cross-Compatibility (Apple, Android, BlackBerry OS, Nokia, and Windows Phone) INTERPRETATION Almost every features of WhatsApp impresses respondents, but major feature which impresses respondent is Cross- Compatibility (Apple, Android, BlackBerry OS, Nokia, and Windows Phone)
  28. 28.  28 Q.9 Which features you would like to suggest in WhatsApp to enhance its appeal? 23% 39% 17% 14% 4% 3% Video Calling Services Support voice calls Support For PCs to PCs/Phone Vice Versa Privacy - who can view & add Increase Group Chat Participants from 100 Other INTERPRETATION Because of the good services, features of WhatsApp, most of the consumer are satisfied on the existing features. But Respondent believes that there are some features required in WhatsApp for better messaging. The major feature which are suggested by respondents are Supporting voice calls which is already implemented
  29. 29.  29 Q.10 As a social messaging application, how would you rate WhatsApp? From a scale of 1 (Least satisfied) to 5 (Most satisfied) 0% 2% 4% 28% 66% Least satisfied(don’t download) Dissatisfied Neutral Satisfied Most satisfied (A must-use application) INTERPRETATION Most of the respondents are satisfied by using WhatsApp. 66% of respondent are most- satisfied means WhatsApp is must-use application, 28% at “satisfied” level, only 4% people are neutral. It means WhatsApp earns very good customer satisfaction level among social messenger apps.
  30. 30.  30 Q.11 As the success of WhatsApp depends on being wider spread among users, would you recommend WhatsApp to your friends, families, colleagues? 100 0 0 20 40 60 80 100 120 YES NO INTERPRETATION From the above analysis, 100% of respondent are going to recommend and suggest to use WhatsApp to their friends, families, colleagues in future.
  31. 31.  31 Findings • According to survey, I have found that around 58% peopleprefer Social messaging Apps for staying in touch with people from their phone. Whereas SMS & Email are less preferred now a day. So WhatsApp has overtaken traditional SMS. • Students formed the major percentage of the respondent, followed by the service category. • Almost 95% people use WhatsApp, so this shows that Whatsapp is most popular amongst chat appslike Facebook, WeChat. • WhatsApp is popular among youth & professionals with respect to the demographic variables (like gender, age, income); Youths are using WhatsApp most of the time compare to that of Facebook. • Word of mouth is major source of spreading of WhatsApp popularity, here the friend’s recommendations, as most of them are using and recommendingit; inspire the person to use WhatsApp.
  32. 32. • Some special data-plans by telecom companies (like DoCoMo), advertisement by smartphone companies helped WhatsApp to gain market, so indirectly WhatsApp has been the top driver for smartphone. • The features like Cross platform compatibility ,Groups chatting, easy Sharing (e.g. Video, audio, Photo, Status etc.) and User Friendly Interface of WhatsApp have earned very much customer satisfaction, and these three features are becoming a brand identity of the WhatsApp Messenger. • General suggestion about WhatsApp from all the users is same. Most respondent who use WhatsApp want video calls as one of the features and privacy is also on priority of most of the user. • Satisfaction level of WhatsApp is high but it should focus on adding some new and attractive features in order to stay ahead in competition as apps like WeChat, Line are ahead in features, which will increase competition in future. 32
  33. 33.  33 • The respondents are using the application for chatting, sharing , transferring data • The respondents like the apps because they are friendly to use and easily compatible with their phones. The major reasons for dislike is the lag due to use of this apps • Maximum respondents said that the first word that comes to their mind after hearing the word Whatsapp is simplicity ( easy interface) • Few respondents say that company should allow sharing the photos, and videos of any size & Documents as well • Peoples now a day are giving more preference to Privacy in internet. So, Social Messengers should look after the privacy of people and give good & safe social connectivity options. And we all know that finally WhatsApp has introduced the new Privacy options from March 2014.
  34. 34.  34 Recommendations • You cannot use the same whatsapp account on multiple devices (e.g. a tablet, a PC and a cellphone). The account is tied to the device with the specific cellphone number. That also means that there's no sync since it doesn't keep conversations when switching operating systems or devices. • Whatsapp should allow sharing photos and videos of any size & Documents as well • Allow video calls • It's not free, like many competitors
  35. 35.  35 Limitations of the Project • As the research was conducted only in mumbai , the location was a constraint • Time constraint • As the quantitative research was conducted using online surveys, there was minimal control over the composition of the respondents in total sample. • Another limitation of the study is that, Findings of the study are based on the assumption that the respondents have given correct information. • Respondent Bias was one of the major limitations of research, and there might not be perfect positive response from all the respondents.
  36. 36.  36 Conclusion • WhatsApp has been in market for quite some time and is being used by most and offers functionality like text based messaging and files transfers. WhatsApp is clearly emerging as an alternate for SMS and MMS messaging. Demographic ratio does not affect the usage of WhatsApp. • The word of mouth has given great advantage to aware the customers about the productsuntil the recent advertisements(online > television). With increasing smartphone market WhatsApp has captured the market but company has to keep innovating to maintain the satisfactory level of existing customers. • Because with given enough time facebook messenger, WeChat are a capable product and in the future they hold the potential to overtake WhatsApp, unless some new innovations is adopted by the world leader in messengers. • Widely accepted and user friendly by all most of the respondents with reference to age
  37. 37.  37 References BOOKS: • NareshK. Malhotra, “Marketing Research: An Applied Orientation”4th Edition. Prentice Hall, 2004. • Philip Kotler, Kevin Lane Keller, Abraham Koshy, MithileshwarJha., “Marketing Management – A south Indian perspective”- 13thedition.Pearson Education, 2009. WEBSITES: http://www.whatsapp.com/ http://en.wikipedia.org/wiki/WhatsApp http://www.frost.com/c/10392/blog/blog-display.do?id=3313452 http://www.cxotoday.com/story/is-whatsapp-overtaking-the-sms- soon/ http://www.wikiswot.com/SWOT/4_/Whatsapp.html http://www.dqweek.com/dq-week/news/174992/whatsapp-flipkart- vodafone-tops-nielsen-india-consumer-ranking
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