4. OTT MESSAGING
Uses VoIP (Voice over IP, or voice over internet
protocol)
▸Provides any communication service without going
through telecom company
▹Uses wifi/data to send messages
▸Allows communication abroad for no charge
5. GROWING POPULARITY
Messaging apps have
surpassed social
networks in monthly
active users.
Souce: BI Insider
Big 4 Messaging Apps: WhastApp, Messenger, WeChat, Viber
Big 4 Social Networking Apps: Facebook, Twitter, LinkedIn, Instagram
10. WhatsApp
Monthly Active
Users (MAU)
▸Messaging
▸File sharing
▸Video/audio calls
▸Location sharing
▸Messaging Bots
Capabilities
WhatsApp was created in 2009 by two former Yahoo! employees. To prevent itself
from growing too quickly, it switched from free to paid service, charging $1/year.
It was acquired by Facebook in 2014 and switched back to a free service.
Chat List Chat Interface
▸1 Billion
11. Facebook Messenger
Monthly Active
Users (MAU)
Capabilities
▸Supports SMS on Andriod
▸P2P payments
▸Messaging Bots
▸Order Lyft/Uber
▸Other extensions
▸Messaging
▸File sharing
▸Video/audio calls
▸Location sharing
▸P2P payments
▸Sticers/GIFs
Facebook messaging was launched in 2011. Messenger was unbundled
from Facebook in 2014, and users were forced to download a separate app
or chat from the mobile web version. Since then, Facebook has been
adding more and more capabilities to the chat app.
▸1 Billion
12. Home Screen Chat Interface Web/Desktop
FB Messenger Screenshot Examples
13. Kik
Monthly Active
Users (MAU)
▸Messaging
▸Image sharing
▸Bots
▸Send gifs
▸Use stickers
▸Messaging bots
▸Games
▸Make new friends
Capabilities
Released in 2010, Kik is a Canadian messaging app. It differs from the other
ones in that it is anonymous. Users need only an email and birthday (must be
over 13) to register a username.
▸175 MM
Chat Interface Discover People
14. Monthly Active
Users (MAU)
▸Messaging
▸Image sharing
▸Voice/video calls
▸Voice messages
▸P2P payments
▸City services
▸Moments
Capabilities
WeChat
Tencent, Chinese internet giant, first released WeChat in 2011. The app is
mainly a chat app, but also offers a timeline-like capability called “Moments.”
What makes WeChat stand out from other apps is its city services.
▸762 MM
Chat List Chat Interface Video Call
15. WeChat users can hail a cab, buy movie tickets,
book a doctor’s appointment, and pay their
utility bills all within the app.
WeChat City Services
16. Monthly Active
Users (MAU)
▸Messaging
▸Image sharing
▸Voice/video calls
▸Voice messages
▸P2P payments
▸Stickers
▸Document storage
Capabilities
Line
Line is Japan’s largest social app. It is owned by Line Corporation, which is
a subsidiary of the Korean internet giant Naver Corporation. The app also
has a brick and mortar store. Line launched in Japan in 2011 and released
its IPO on the Tokyo and NYC markets in 2016.
▸215 MM
Chat Interface
17. APPS TO LOOK OUT FOR
▸Yubl
▸iMessage in iOS 10
▸Tinder Social
▸Snapchat
20. THE PLACE OF BRANDS
Sponsored
Messages
▸Sending message
through publisher
Messages Instead
of Notifications
▸Location-based
messages
▸Sync with email
Add-Ons
▸Stickers
▸Gifs
▸Bitmoji
IMAGE SOURCE: http://www.adweek.com/news/advertising-branding/infographic-consumers-dont-mind-hearing-brands-messaging-apps-172431
21. Branded Gif
Branded Stickers
FB Messenger Branded Elements
Brands can create
branded GIFs (left)
and stickers (right).
Many movies and
sporting events
release a set of
stickers to build
excitement for the
upcoming event.
22. FB Messenger Branded Elements
Brands can create extensions for Messenger. Below is an example of
sharing something from Spotify inside Messenger.
23. Bitmoji
Brands will be able to create
branded bitmojis, where
users can dress their emoji
selves in the brand’s clothes.
Recently acquired by
Snapchat, bitmoji will now
have more reach.
24. WeChat Burberry
Burberry created a parallel
social event, messaging
their followers with
behind-the-scenes content
from their London runway
show. The brand also
provided Chinese
commentary.
Each person who
messaged them also
received a picture of a
personalized plaque.
25. WeChat Burberry
During the New Year,
Burberry sent
followers a
personalized New Year
greeting. Users had to
shake, tap, or swipe
their phones to open
it. Once they opened it,
users could change
the greeting and
forward it to friends
and family.
26. WeChat Tag Heur
Tag Heur combined
gamification and brought
online offline. The brand
engaged people in a digital
“treasure hunt” in a travelling
exhibit.
Users received “keys” as they
went through the exhibit by
scanning QR codes. At the end
of the game, users could go to a
stand in the exhibit for a
special flash drive containing
more information about the
brand.
27. WeChat Red Envelopes
To get people to start using
the WeChat wallet, WeChat
released the red envelope
game.
Tencent gave away money
during a popular New Year’
s TV show, and users had to
shake their phones during
certain broadcast times to
get a red envelope.
Users can also send
envelopes to friends in
random amounts.
30. The growth of messaging bots
represents a shift in mindset:
from trying to make people think
like computers (past) to trying to
make computers think like
people (future).
31. Facebook bots appear when the
user taps the search bar.
An expanded list of available
bots can be found on botlist.
FACEBOOK BOTS
32. FACEBOOK BOTS
When a user clicks on a bot, he/she can
click on a button to get started or type a
simple “hi.”
Users can click on “Manage” to
manage bot messages and
block sponsored messages.
33. FACEBOOK BOTS
Many bots can recognize cues in natural language and perform actions based on
those commands. This example shows a bot that helps book flights and hotels.
34. FACEBOOK BOTS: TROLLI
Trolli continues in its quirky branding efforts and has three
different bots with which users can chat.
▸Egg Bot: basically a
magic-8 ball
▸Crawler Bot: a modern
tamogachi
▸Blast Bot: gives you
memes and gifs
36. FACEBOOK BOTS: OTHER BRANDS
Some brands like HP and 1-800-Flowers are already on Messenger.
In August, users will be able to order pizza from Pizza Hut via
Facebook Messenger bot.
37. FACEBOOK BOTS: TECHCRUNCH
Articles sent in Messenger can either be read inside the chat
interface or linked out to the web page. Below, TechCrunch sent the
article as messages.
38. KIK BOTS
Kik has a bot store that
displays more bots (left),
breaking them down by topics.
Users can also tag bots in
group chats (right).
39. KIK BOTS: ADVENTURES AND GAMES
Kik also has bots that let you
choose your own adventure and
play games.
A choose your own adventure is
pictured to the right.
42. THE RISE OF MESSAGING
Increased
smartphone
penetration
▸95% of adults have
smartphones
Evolution of
technology
▸Presence of
wifi/data almost
everywhere
▸Smarter software
Comfort with
technology
▸Using it more
▸Using it more often
43. WhatsApp
Owner Encrypted?
Monthly Active
Users (MAU)
Facebook,
USA
1 Billion Yes
▸Messaging
▸File sharing
▸Video/audio calls
▸Location sharing
▸Messaging bots
Capabilities
WhatsApp was created in 2009 by two former Yahoo! employees. To prevent
itself from growing too quickly, it switched from free to paid service,
charging $1/year. It was acquired by Facebook in 2014 and switched back to a
free service.
45. Facebook Messenger
Owner Encrypted?
Monthly Active
Users (MAU)
Capabilities
Facebook,
USA
1 Billion No
Facebook messaging was launched in 2011. Messenger was unbundled
from Facebook in 2014, and users were forced to download a separate app
or chat from the mobile web version. Since then, Facebook has been adding
more and more capabilities to the chat app.
▸Supports SMS on Andriod
▸P2P payments
▸Messaging Bots
▸Order Lyft/Uber
▸Other extensions
▸Messaging
▸File sharing
▸Video/audio calls
▸Location sharing
▸P2P payments
▸Sticers/GIFs
46. Home Screen Chat Interface Web/Desktop
FB Messenger Screenshot Examples
48. Kik
Owner Encrypted?
Monthly Active
Users (MAU)
Kik Interactive,
Canada 175 MM No
▸Messaging
▸Image sharing
▸Bots
▸Send gifsCapabilities
▸Use stickers
▸Bots
▸Games
▸Make new friends
Released in 2010, Kik is a Canadian messaging app. It differs from the other
ones in that it is anonymous. Users need only an email and birthday (must be
over 13) to register a username.
50. Asia has already far outpaced
how advanced their apps are
compared to apps in other
countries. WeChat and Line
seem to be leading the pack,
creating new ways of engaging
users.
51. Owner Encrypted?
Monthly Active
Users (MAU)
Tencent,
China 762 MM No
▸Messaging
▸Image sharing
▸Voice/video calls
▸Voice messagesCapabilities
▸P2P payments
▸City services
▸Moments
WeChat
Tencent, Chinese internet giant, first released WeChat in 2011. The app is
mainly a chat app, but also offers a timeline-like capability called
“Moments.” What makes WeChat stand out from other apps is its city
services.
53. WeChat users can hail a cab, buy movie tickets,
book a doctor’s appointment, and pay their
utility bills all within the app.
WeChat City Services
54. WeChat Red Envelopes
To get people to start using
the WeChat wallet, WeChat
released the red envelope
game.
Tencent gave away money
during a popular New Year’
s TV show, and users had to
shake their phones during
certain broadcast times to
get a red envelope.
Users can also send
envelopes to friends in
random amounts.
55. Owner Encrypted?
Monthly Active
Users (MAU)
Line Corp,
Japan 215 MM No
▸Messaging
▸Image sharing
▸Voice/video calls
▸Voice messagesCapabilities
▸P2P payments
▸Stickers
▸Document storage
Line
Line is Japan’s largest social app. It is owned by Line Corporation, which is
a subsidiary of the Korean internet giant Naver Corporation. Line launched
in Japan in 2011 and released its IPO on the Tokyo and NYC markets in
2016.
57. Line Here:
Share your
location
with your
friends for
a set time.
Line Egg: Camera filters.
Line Games: A game store with
games users can play inside the app.
Line Extensions
58. Store
▸Sells merchandise based
on popular sticker
characters
IPO
▸Opened on Tokyo and
NYC markets
▸Largest expected tech IPO
of 2016
Line Store and IPO
60. THE RISE OF BOTS
▸More DTC ▸Increased
capabilities of AI
▸The rise of
messaging
61. TWO TYPES OF BOTS
AI-Based:
▸understands language
(not just commands), gets
smarter as you talk to it
Rule-Based:
▸user message (input) goes
through a tree of rules and
bot replies with what it’s
supposed to, based on
programmed commands
63. STRUGGLES OF MESSAGING
Difficult to
monetize
Others need
same app
Need
wifi/data
connection
Saturated
market,
small growth
opportunities
64. CONNECTING THE APPS
Some other apps, like Smooch (for busineses, left) and
Franz (desktop only so far, right), have already begun to
try solving one of the problems. These extensions gather
all the different messaging apps together and allow the
user to use them at the same time.
65. THE FUTURE OF MESSAGING
▸Bots might replace search and apps
▸Telecom providers can’t fight OTT messaging growth
▸Messaging apps have to grow, monetize sustainably
▸Still have a long way to go before AI-based bots will
be able to chat with users without causing
frustration
66. SlidesCarnival icons are editable shapes.
This means that you can:
● Resize them without losing quality.
● Change line color, width and style.
Isn’t that nice? :)
Examples: