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2. About me
Career:
• VNG: Senior Manager - Head of Zalo & Zing
Mobile Product Group
• Past: Microsoft, Kofax
Contact:
• thanhdn@vng.com.vn
• http://me.zing.vn/thanhngocdao
• http://facebook.com/thanhdao
3. My Goals
• Talk about how we started a mobile first
product, growing the user base and the
learned lessons that lead us here.
• Give you a blueprint for how to scale your
mobile server system to millions.
5. Landscape before Zalo
5
Sticky, but...
• Don’t support mobile first
use-case and phonebook
graph.
• Not focus on enhance chat
and group chat
• My mom, sister don’t
contact me via SNS
Social Networks Traditional Messengers OTT IM
Early movers & viral, but…
• No profile, social features.
• Lack of fun features appeal
to the young users
• Can’t customize a feature
for the Vietnamese
community
• Low barrier to entry
Strong network effect on
PC, but...
• No social features
• Not fun enough
• Not mobile friendly
6. Model of Zalo
Mobile social messaging:
• Based on Mobile First & Phonebook Graph
• Combine Context Messaging & Connecting &
Circle Socializing
• Viral (i.e SMS/Zing/Facebook…)
• Sticky
• Mass market appeal
7. Target
18-25 26-30
Singles Core segment Core segment
Unmarried
couples
Potential to grow share ?
Potential to penetrate
Married
couples
X
Not target yet
X
Not target yet
8. Product
P
P
P
P
latform
roduct
1. Communication: Voice messaging & Call…
2. Social: Timeline, People Near By, Room…
3. Platform: Page, 3rd Apps, Games.
“Fun & Connection & Private”
Anchored by basic: Fast, Quality, Cheaproposition(Value)
lace (Channel)
1. App Stores: Itunes, Google Play, Nokia Store
2. Factory Preload on Nokia Asha, WP…
3. Side-load at retail shop
9. Marketing
• Position as an Expression/Lifestyle.
• Focus on messaging the brand benefit
– “Talk more to your loved ones”
• 360 Campaign launch at Online, Social, PR, TVC, OOH
(Cinema, University,…)
12. 0
5
10
15
20
25
Millions
Registered User Daily msg
User Discovery Q3/2012: Born
Product
• Zing & Phonebook mobile messenger
• voice, sticker, draw and people near by
Users feedback and data told us
• Good for dating purpose
• The draw & games, sticker are fun
• The concept of mixing up Zing &
phonebook graph is confusing, they want
a separated buddy list
• Sending speed is slow with 3G, drain the
battery lifecycle
• Nokia version is not available yet
So we
• Removed “Chat with Zing friends”
feature and focused on the Mobile First
use-cases
• Rewrote our own socket chat servers
instead of relaying via Zing Me Web Chat
servers
13. User Discovery Q4/2012: Totter
Product
• New version Nokia/Droid/IOS
• Group, Room
• Social Timeline
Users feedback and data told us
• Voice/text is fast
• UX is much better than the prev one
• Spam and privacy concerns
• Not enough friends so both retention and
engagement are problems
So we
• Improve notification services
• Improve picture quality
• Scale up advertising budget, Run 360
degree marketing campaign 0
5
10
15
20
25
Millions
Registered User Daily msg
14. User Discovery Q1/2013: Walk
Product
• Friend Circle
• Zalo Page (VIP)
• Friend invitation
• Support 18 countries
Users feedback and data told us
• Voice message is addictive
• Multi-picture upload is convenient
So we
• Run Friend Invite Campaign
• Developing Call.
• Work with 3RD party apps
0
5
10
15
20
25
Millions
Registered User Daily msg
16. Stats
• 2.3M registered users (40% Droid; 30% IOS;
30% Nokia).
• >500K new users join a month.
• 800K DAU
• 380K peak CCU
• 20M messages sent a day.
• 39 servers, 150M requests a day.
17. Server Platform
• CentOS
• Binary protocol, SSL, TCP/IP, UDP.
• C++ for core, java for other business services.
• Za-Router, long connection service map and load balancer.
• Za-DB: a key-value db storage similar to Amazon Dynamo/Google Big T.
• Za-Cache: memory caching system.
• Za-Session manager
• Za-CDN
• Za-Messaging/Signal Socket Server
• Za-Stream Download/Upload Server.
• Za-Voice/Video Media Proxy Server
• Za-Configuration center: synchronize config among services.
• Za-Monitor center + zabbix + nagios + cacti + dogslow: trend monitoring.
• Postgre SQL(PostGis): store lbs data, can handle >10k requests/sec with memory caching.
• Dynamic DNS
• HA Proxy: web load balancer(https login services).
• Squid: static content caching, small photo…
• Hadoop: data analyzing and mining
• Elastic search
• Scribe for log, backup…
19. Server Infrastructure
39 Servers:
• 6 relay storage servers
• 9 database servers
• 6 business application servers
• 3 proxy caching servers
• 4 other caching servers
• 4 backup servers
• 3 log and monitor/configuration servers
Capacity:
• 1M CCU
• I/O speed: 200K message/sec
20. Scalable Mobile Servers
• Scaling connection servers
– Each connection server handle a shard of users.
– Configuration center.
– Service map.
• Scaling database
– Distributed hash table design.
– Backup & recovery.
– No alter on large table, create new one.
– Soft deletion, Lazy write.
• N+1 design
– Build horizontally, never less than two of anything.
– No single point of failure.
• Think about monitor during design, not after.
• Identify where bottlenecks are in each tier
– Control Port(CPU).
– Data Port(Network/Memory/Cache/Storage IO…).
21. High Performance Mobile Client
• Speed:
– Different network type, different connecting strategy
• Use wi-fi as much as possible.
• Maximize bandwidth in fewer calls and group multiple
requests concurrently into a single multi-get request.
• Use bigger buffers.
– Decouple user transitions from data interactions:
• I.e Apply tricky like, silently uploading the image in
background during the user inputting description.
– Avoid large thumb:
• Send high-resolution thumb to high resolution devices and
low-resolution thumb to low resolution devices
– Cache more often, flush cache regularly
• Battery:
– HTTP versus TCP/IP reuse.
– Avoid constant polling(but be tricky when using
poll/push)…
– Download in bursts/chunks rather than continuously
streaming.
– Minimize aggressive behaviors
– Read/Write to cache then flushing a big mount of data
into device storage once.
– Use profiler tool to benchmark and measure your app
battery consume speed.
23. Team & Process
• 27 developers: Server & Backend, Mobile Client, R&D framework.
• 2 system engineers
• 5 QA engineers
• 3 graphic designers: 1 artist & 2 graphic design
• 5 product managers, each person:
– Responsible for different group of features: acquisition, connection, communication, social…etc
– Has key business metric: conversion, retention, engagement, chat…and combined metrics.
• Scrum & continuous deployment process:
– Build isolation, enable testing single build without deploy.
– Auto Unit Test -> Integrating-> Staging -> Experiment -> Launch.