This document discusses the rise of mobile messaging apps and their evolution into platforms. It notes that messaging apps now dominate over SMS, with WhatsApp carrying 42 billion messages daily compared to around 20 billion SMS. Popular messaging apps like WhatsApp, Facebook Messenger, LINE, KakaoTalk, and WeChat have billions of monthly active users and are becoming platforms for services like payments, commerce, and bots beyond just messaging.

2. MESSENGERS
FROM MOBILE APPS
TO PLATFORMS
#UNIT2016
@zoobeapp
@smonicats

4. WHO OWNS YOUR CHATSTHAT‘S WHO

5. 2011 2012 2013 2014 2015
0
5
10
15
20
25
30
35
MESSAGES SENT PER DAY IN BN
WHATSAPP
SMS
MESSENGERS DOMINATE
MOBILEMESSENGERS ARE THE NEW SOCIAL NETWORKS
SOURCE: THE ECONOMIST, BUSINESS INSIDER
4Q11 4Q12 4Q13 4Q14 1Q15
0
500
1.000
1.500
2.000
2.500
Big 4 Social Networks
Big 4 Messaging Apps
MonthlyUsersinM
MESSAGING APPS HAVE CAUGHT UP TO SOCIAL
NETWORKS
5

6. WHATSAPP + FB
MESSENGER + WECHAT+
VIBER
2.2B MONTHLY ACTIVER
USERS, ALL ON MOBILE
6 OF THE TOP 10 MOST
USED APPS ARE MOBILE
MESSAGING APPS
MESSAGING IS THE NEW
SOCIAL MEDIA
SOURCE: BUSINESS INSIDER

7. WHATSAPP CARRIED 42B
MESSAGES DAILY,
ONLY AROUND 20B SMS
DAILY
BUT SMS STILL MONETIZE
BETTER
MESSAGING IS THE NEW
SOCIAL MEDIA

8. WHICH MESSENGERS DO
YOU USE?TIME TO CONFESS

9. LOADS OF THEM!
PLAYERS

10. WE WENT FROM THIS
WHAT’S SO COOL?

11. WE WENT FROM THIS
WHAT’S SO COOL?

12. TO THIS
WHAT’S SO COOL?

13. TO THIS
WHAT’S SO COOL?

14. WHAT’S SO COOL?SMS, VOICE MESSAGE,
PICS & VIDEOS,
LOCATION,
VOICE & VIDEO CALLS,
PAYMENTS, STICKERS,
GAMES,
E-COMMERCE, FOOD
DELIVERY, TAXIS,

15. WHAT’S SO COOL?
NOT SUCH THING AS
OFFLINE
A PLATFORM IN
EVERYONE’S POCKET
ENTRY TO UNEDUCATED
CONSUMERS
NO CURATED FEED

16. WHAT’S SO COOL?
NO LIMITS OF COUNTRY,
HARDWARE, OPERATOR
MORE PRIVACY
REPLACE E-MAIL, SM, PC
IM, CALLS, FACE TO FACE
ADDICTIVE

17. WHAT’S SO COOL?
THE MESSAGING APP IS
“ONLY” THE ENTRY POINT
THE PLATFORM IS THE
GOAL

18. THE SAY GUY, ACTUALLY
THE LEADERS

19. FB MESSENGER3 YEARS AGO LOSING THE
LEAD, NOW #1
MOBILE FIRST +
ACQUISITIONS + COPY
PASTE
FB 1.55B MAU*, 1B DAU**
MESSENGER 900M MAU*MONTHLY ACTIVE USERS
** DAILY ACTIVE USERS

20. FB MESSENGER

21. FB MESSENGER

22. FB MESSENGER > BOTSCOPY PASTE FROM ASIAN
MIMs, KIK, TELEGRAM
NO NEED TO LEAVE THE
APP TO BROWSER
DISCOVERY WITHOUT APP
DOWNLOAD
MESSAGING APPS + BOTS
= THE OS OF MOBILE

23. WHATSAPP1B MAU, 70% DAILY, 42B
DAILY MESSAGES
NO ADS, NO STICKERS,
NO GAMES
CALLS, INTERNET PLANS,
DESKTOP VERSION,
ENCRYPTION

24. WHATSAPP IN JAN 2015:
700M MAU

25. WHATSAPP IN SEPT 2015:
900M MAU

26. WHATSAPP IN FEB 2016:
1B MAU

27. WHATSAPP: 419M MAU IN
4 YEARS

28. THE MISSED
OPPORTUNITIES

29. A DETAILED LOOK AT THE
PIONEERS

30. LINEOWNED BY NAVER
600M USERS, 212M MAU,
1,88B STICKERS DAILY
$600M SALES, $112M
REVENUE
MOBILE & DESKTOP +
FAMILY OF APPS

31. LINE: STAGNATING
GROWTH

32. LINE: MONEY MAKING
MACHINE

33. LINE

34. LINE

35. LINE

36. LINE

37. LINE

38. LINE PLATFORM

39. KAKAOTALKPIONEERED THE
BUSINESS MODEL
TOOK MONEY FROM
NAVER
170M USERS, 50M MAU,
95% PENETRATION IN
SOUTH KOREA,
$120M PROFIT IN 2014SOURCE: FORBES

40. KAKAOTALK PLATFORM

41. WECHAT / WEIXIN / QQ1.1B USERS, 650M MAU,
1.5% CENSORSHIP
WECHAT + QQ = 700M
REVENUE Q2 2015
IN CHINA, + WECHAT
OFFICIAL ACCOUNTS
CREATED DAILY THAN
WEBSITES

42. WECHAT / WEIXIN / QQ
SOURCE: TECH IN ASIA

43. WECHAT / WEIXIN / QQ

44. THE NKITB: SNAPCHATDAU, 400M SNAPS DAILY
70% WOMEN & UNDER 25
YEARS OLD
YOUNGEST & FASTEST
GROWING MIM
EPHIMERAL CONTENT,
TURNED DOWN 3B FROM
FB,
NOW VALUATION AT 10B-SOURCE: BUSINESS INSIDER

45. SNAPCHAT

46. TANGO200M USERS, 70M MAU
$215M FROM ALIBABA
($25B IPO)
ALIBABA + VALUE THAN
AMAZON & EBAY
MISSED ON ASIA, GOINT
AFTER THE WORLD

47. THE WINNER TAKES IT ALL

48. THE WINNER TAKES IT ALL
FACEBOOK OWNS THE 2
APPS
THAT CAN COVER THE 2
STRATEGIES
BUT SNAPCHAT IS
GETTING CLOSER

50. MESSENGERS
FROM MOBILE APPS
TO PLATFORMS
#UNIT2016
@zoobeapp
@smonicats