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Vn mobile day2013 - zalo sharing

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Vn mobile day2013 - zalo sharing

  1. 1. Inside Zalo: Developing a mobile messenger for the audience of millions BY THANH DAO, VNG CORP.
  2. 2. 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.
  3. 3. Agenda • Background of Zalo • The user growth story • Continuous development
  4. 4. Landscape before Zalo 4 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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,…)
  9. 9. Agenda • Background of Zalo • The user growth story • Continuous development
  10. 10. Agenda • Background of Zalo • The user growth story • Continuous development
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. Agenda • Background of Zalo • The user growth story • Continuous development
  15. 15. 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.
  16. 16. 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…
  17. 17. ZAComm Router ZA Socket Protocol ZAComm #1 Worker Worker Pool Conn Manager ZAComm #2 Worker Pool Conn Manager ZAComm #N Worker Pool Conn Manager VIP LBS Room Worker Msg Group Share Worker Avatar Photo Cover Worker Contact Privacy Friend MemCache LBS Persistent Caching Message Items Persistent Caching Photo Persistent Caching Background Job Monitoring
  18. 18. 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 per box • I/O speed: 200K message/sec
  19. 19. 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…).
  20. 20. 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.
  21. 21. Operation • Tracking user feedbacks(CS, Store, FB, ZM, Noti5, Buzz…). • Monitor everything: – System performance(Server load/traffics, Memory, Network…). – Business metrics. – QoS statistics: Load-times; errors. – Trending monitors.
  22. 22. 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.
  23. 23. Questions?
  24. 24. Ready to embrace new challenges? We are hiring… lepm@vng.com.vn Thank you!

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