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State of Messengers in Asia

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This webinar puts a spotlight on:
1. The big Asian messaging platforms
2. Their adoption across key markets
3. Case studies of how brands have adapted, thrived and built revenue
4. What’s going to happen next

Published in: Social Media
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State of Messengers in Asia

  1. 1. The webinar will start shortly… Thanks for joining us today! W E B I N A R S E R I E S
  2. 2. Hello! Jonathan Nguyen Regional Director, Social Hong Kong @jonathannguyen Rob Blackie Director of Social at Ogilvy London @robblackie_oo Thomas Crampton Global Managing Director, Social London @thomascrampton
  3. 3. Tell us where you’re dialing in from! What’s the weather like in your city?
  4. 4. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com Are you on the go? You can join our webinars on mobile, too! Download the GoToWebinar app from the App Store or Google Play
  5. 5. The State of Messengers in Asia 2017 Asia leads the way when it comes to mobile messaging, so what’s going on? June 2017
  6. 6. Do you remember some time in June 2011 when… © 2016, Ogilvy & Mather Asia Pacific 6 It seemed that China copied Silicon Valley…
  7. 7. © 2016, Ogilvy & Mather Asia Pacific 7
  8. 8. But Asia is a big place © 2016, Ogilvy & Mather Asia Pacific There are are some other familiar and not so familiar contenders… Brand Value They have Selling Dialogues that builds commercial value through focused content
  9. 9. WeChat
  10. 10. WeChat at a glance © 2016, Ogilvy & Mather Asia Pacific 10 http://blog.wechat.com/2016/12/29/the-2016-wechat-data-report/
  11. 11. What are they doing? © 2016, Ogilvy & Mather Asia Pacific 11
  12. 12. Tenpay, including WeChat Pay is 37% of the market in China © 2016, Ogilvy & Mather Asia Pacific 12 https://www.analysys.cn/analysis/22/details?articleId=1000702
  13. 13. Gifting through WeChat Red Packets has exploded © 2016, Ogilvy & Mather Asia Pacific 13 https://www.analysys.cn/analysis/22/details?articleId=1000702
  14. 14. …And well in excess of 21MM rides booked © 2016, Ogilvy & Mather Asia Pacific 14 https://www.techinasia.com/wechat-21-million-taxi-rides-booked
  15. 15. Some global brands have worked out how to build serious value © 2016, Ogilvy & Mather Asia Pacific With comprehensive programs that are attributable from beginning to end Brand Value They have Selling Dialogues that builds commercial value through focused content
  16. 16. From online recruitment to in-store purchase © 2016, Ogilvy & Mather Asia Pacific H&M use OneX to map how fans receive content and then ultimately purchase Brand Value They have Selling Dialogues that builds commercial value through focused content
  17. 17. And it’s not just fashion © 2016, Ogilvy & Mather Asia Pacific Brand Value They have Selling Dialogues that builds commercial value through focused content
  18. 18. Bot platform since 2013! © 2016, Ogilvy & Mather Asia Pacific 18 https://chatbotbook.com/chinas-wechat-foretells-facebook-microsoft-bot-platforms-future-278c3bd4bf14
  19. 19. LINE
  20. 20. LINE at glance © 2016, Ogilvy & Mather Asia Pacific 20 The pioneer of monetising stickers • 217MM monthly active users worldwide • Key markets: Japan, Indonesia, Taiwan and Thailand • Growth has stalled. MAU declined from 220MM in Q3 2016 to 217 in Q4 2016 • Personal account features • Texts, group chat • Voice and video calls • End-to-end encryption • Stickers • Photo & video sharing • News & brand content • Timeline @LINE Page features • Account Page • Messaging & 1:1 chat • Timeline and Home • PR Pages & Research Pages • Statistics & Analytics
  21. 21. LINE Pay © 2016, Ogilvy & Mather Asia Pacific 21 LINE Pay allows deposits and withdrawals from Seven Bank ATMs
  22. 22. LINE has a Creators Marketplace © 2016, Ogilvy & Mather Asia Pacific 22 LINE makes US$270MM a year from selling stickers, and in the first year of opening up the sticker marketplace, third party creators made US$75MM in the first 12 months
  23. 23. …and yes you can book taxis © 2016, Ogilvy & Mather Asia Pacific 23 LINE has had a Taxi hailing app since 2014
  24. 24. Unlike many of the other messaging platforms, they monetized early © 2016, Ogilvy & Mather Asia Pacific 24 One of the biggest apps by revenue in all app stores
  25. 25. And it’s moving into AI © 2016, Ogilvy & Mather Asia Pacific 25 In addition to the company’s own CLOVA platform, they just acquired a majority stake in holographic AI company Gatebox
  26. 26. Ummm, what’s up with all this AI?
  27. 27. The BOT / AI Landgrab © 2016, Ogilvy & Mather Asia Pacific 27 All the major messengers, mobile platforms, search engines are vying to be your next mobile assistant
  28. 28. We are seeing the beginning of the end of search Personal voice assistants will become the next intermediary between you, brands and your wallet https://www.youtube.com/watch?v=BXEu8RcneZQ
  29. 29. Just start Let the experimentation begin! 1. Pick a project, and just start! 2. Don’t try to boil the ocean, be fast and light and agile 3. Improve over time 4. Assess and be really honest, did that work? Where you can get help: • James Whatley, Ogilvy London • Rika Sharma, Ogilvy Singapore • Anshuman Dimri, Ogilvy Pennywise, India
  30. 30. Hello! Jonathan Nguyen Regional Director, Social Hong Kong @jonathannguyen Rob Blackie Director of Social at Ogilvy London @robblackie_oo Thomas Crampton Global Managing Director, Social London @thomascrampton

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