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Software is eating the world. That’s what famed venture capitalist Marc Andreessen said in a Wall Street Journal article in 2011. Fast forward five years and it’s clear that he was correct – software is indeed ubiquitous.
But not all software is equal. Messaging apps are experiencing a meteoric rise above all others. Flurry, a mobile analytics firm, says that messaging app sessions saw a 103 percent rise globally as far back as 2014, and sustained a 51 percent rise in 2015. General-purpose chat app WhatsApp had 50 percent greater traffic than all global text message use. And WeChat, the dominant chat app in China, had more mobile transactions over the 2016 Chinese New Year than PayPal had during all of 2015.
This evolution of messaging platforms and the rise of chatbots represents a paradigm shift in our always-on world. Marketers now have the opportunity to be more plugged in to their target consumers’ conversations. And, as a business today, it is critical to understand this mega-trend and respond in short order. This is the dawn of the “post app” era and will be as transformational for businesses and consumers as apps were a decade ago.