The document discusses the differences between higher profile apps like Facebook and LinkedIn versus lower profile apps like WhatsApp and Snapchat. Higher profile apps encourage extensive public profiles linked across platforms to target advertising, while lower profile apps focus on privacy and allow limited or anonymous profiles. While higher profile apps will see erosion of their youth customer base due to privacy concerns, lower profile apps will rise in prominence and may eventually be acquired by larger companies if they can maintain users' privacy.

1. mobileyouth.org http://www.mobileyouth.org/post/infographic-the-10-most-popular-messaging-apps-in-the-world/
Graham
Brown
Mobile Youth
Infographic: The 10 Most Popular Messaging Apps in the World

2. HIGH vs LOW PROFILE APPS

3. Higher Profile Low Profile
Examples Facebook, Linkedin, Google Plus Whatsapp, Instagram, Kik, Viber, Snapchat, Whisper
Attributes Encourages users to create extensive public
profiles. Links profiles across related apps.
Profile attempts to reflect real world, real name
etc.
Can be used with limited (or no) profile. Profile can be
avatar, representative or nickname.
Driver Advertising. Tracking & Auditing of user
behavior. Building comprehensive
demographic and behvioral profiles to sell to
potential advertising
Privacy. Users want Social Space where they can
interact freely and express themselves without fear of
public excoriation or reprisal
Outlook HPAs will suffer gradual erosion of customer
base, particularly in the sensitive youth market.
Effect will eventually feed-through until apps
become old or irrelevant.
LPAs will rise to prominence and eventually be acquired
by larger players. Their continued significance will rest
on the acquirer’s capacity to allow the app to stay largely
unconnected to the HPA.
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