The Rise of Asia's Mobile Messengers

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Curated from MSLGROUP Slideshare page Did you know that mobile messenger apps such as WhatsApp & LINE are projected to account for 75 percent of all mobile messaging traffic, ahead of SMS or mobile email in 2018? 'The Rise of Asia's Mobile Messengers' our report with Jana mobile offers insight on how to engage with the New Connected Consumer - who are accessing internet via mobile & account for over 40 per cent of the world's internet users. Some of the key topics covered by this report Why should CMOs care about mobile messengers? What do you need to know about mobile messengers? What does it mean for brands? Key Takeaways and; The Future of Mobile Messengers To learn more about how your brand can stay relevant with the evolving connected consumer, connect with us @msl_group

Text of The Rise of Asia's Mobile Messengers

  • 1. 1The Rise of Asia's Mobile MessengersAlice Hu @alicehu Manager, Social & Digital MSLGROUP Asia

2. 2Why should CMOS CARE ABOUT MOBILE MESSENGERS?What do you need to know about mobile messengers?What does it mean for brands?Key TakeawaysFuture of Mobile MessengersTable of Contents 3. 3Mobile messenger apps such as WhatsApp and LINE are projected to account for 75 percent of all mobile messaging traffic, ahead of SMS or mobile email in 2018.We need information now, fast and designed for mobile.Source: Statista 4. 4What are mobile messengers?In the simplest sense, mobile messengers are text and voice messaging smartphone applications. But within the last few years, various messengers have evolved to include more capabilities. WeChat, Line and KakaoTalk are some of the fastest growing mobile messengers.The recent explosion of mobile messengers shows that these platforms have become the de facto tools for the socially connected consumer. They allow the user to express themselves in more ways, such as sending photos, stickers, videos, voice messages, locations and making calls. Sometimes all you need to express yourself is a goofy smiley face.With some applications including mobile payments and commerce capabilities, mobile messengers will change how we go about or daily lives, not just how we communicate. 5. 5Over 40 percent of the worlds Internet users live in Asia.They are socially connected consumers, accessing Internet via mobile. it is no surprise mobile messengers are already the most popular social networks in many Asian Countries.MOBILE MESSENGERS ARE THE new way to connectSource: Statista 6. 6How will your brand stay relevant with the evolving connected consumer?By Understanding mobile messengers now 7. 8WeChat, Line and KakaoTalk are Replacing many of the applications we use daily with one that houses everything. These platforms are where people go to pay bills, book taxis, catch-up with friends, create multimedia content, buy things, and much more.What are mobile messengers? 8. 9What are mobile messengers?JapanChinaKoreaAsias Mobile Messengers Are from. 9. 10Comparing Mobile MessengersWhatsAppLineKakaoTalk500M Monthly Active Users355MMonthly ActiveUsers175MMonthly ActiveUsers140MRegistered Users*WeChat* Monthly Active Users: Number of people using the platform each month. KakaoTalk has not provided these numbers. 10. 11Comparing Mobile MessengersHow do WeChat, Line and KakaoTalk stack up amongst each other? 11. 12Each has their own special point of differentiationComparing Mobile Messengers 12. 13WeChat wins at mobile payments and commerceLine leads in games and overall international usersKakaoTalk wins in content; users love access to K-pop celebritiesComparing Mobile Messengers 13. 14WeChatTencent is China's largestand most used Internet service portal.Established2010600M RegisteredUsers355MMonthlyActiveUsers17%InternationalusersLargest WeChat User BaseNext LargestUser BaseChinaIndonesiaMalaysiaIndiaWeChat or Weixin () mobile messenger is arguably Chinas most popular social network. it is quickly being adopted in other Asian countries.Mobile payments& commerceParent CompanyusersCoolest FeatureCompany InformationGlobal Footprint 14. 15Line85%InternationalusersNaver leads the korean internet industry. Line Corporation, a Naver spinoff, operates line in japan.Largest Line User BaseNext Largest User BaseThailandTaiwan370MRegisteredUsers175MonthlyActiveUsersLine launched as a response to the 2011 Japan earthquake. Its Internet-based mobile messenger platform enabled people to connect and mobilize quickly though national telecommunication infrastructure was damaged.Company InformationGlobal FootprintEstablished2011Parent CompanyJapanusersCoolest FeatureCustomized Stickers& Games 15. 16KakaoTalk40%InternationalusersKakao has the most popular mobile messaging and gaming service in south korea.Largest KakaoTalk User BaseNext Largest User BasePhilippinesIndonesia140MRegisteredUsersN/AMonthlyActiveUsersKakaoTalk is on more than 90 percent of smartphones used in Korea and is by far the most popular mobile messenger & social networking platform there.Company InformationGlobal FootprintEstablished2010Parent CompanySouth KoreaCoolest FeatureusersGroup chat features 16. 17Features to Watch?Mobile payments and commerceCustomized Stickers and GamesGroup chat features 17. 18WeChat Mobile PaymentsWeChat has a variety of mobile payment options for Chinese users to make their on- the-go lives easier. From booking and paying for taxis in-app to splitting a meal with friends, WeChat has evolved from a social, chat-based mobile messenger platform into powerful multifunctional one.Purchase more cellphone creditsShoppingPurchase Movie TicketsManage FinancesPurchase QQ* Virtual CurrencyBook and Pay for a TaxiSend a Chinese New Year Red EnvelopeRequest and Track Payments from friends 18. 19WeChat Red EnvelopesDuring Chinese New Year, red envelopes containing money are given out to family and friends. For the first time, these red envelopes were digitized by WeChat for Chinese New Year 2014. More than 40 million red envelopes were sent, totaling an approximate value of 400M RMB ($65.5M USD).Users can choose to gift money to individuals or to send a lump sum to a group of friends who then draw for money. WeChat randomly selects how much money is won by participants. For example, you send $100 dollars to 6 friends. Some may draw $5 while others may receive $25. It all depends on luck. But before you give and receive money, you must link your bank card to WeChat.By having users link their bank cards, WeChat now has a base of users who can use mobile payments and has increased potential users of this mobile messenger feature by millions. 19. 20Line Stickers and GamesLines popularity quickly spread in Japan and Asia after its launch in 2011, in part because of the expressive stickers. Now there are over 1 billion stickers sent every day via Line. Key sticker characters Brown the bear and Cony the rabbit have entered mainstream culture and the real world via plush stuffed animals and other paraphernalia. Line even opened a theme park in Taiwan in February 2014.Brands, celebrities and organizations can open official accounts on the mobile messenger and share customized stickers with fans to increase engagement and brand affinity. Line mobile messenger users can download Hello Kitty, Disney, Real Madrid and many more stickers to express their moods in chats.20 percent of Lines revenues come from sticker sales (2013)60 percent of Lines revenues are from games (2013) 20. 21KakaoTalk Group FeaturesKorean celebrities and games have attracted most of South Korea to the mobile messenger app. KakaoTalk is different from WeChat and Line in that it has more group chat features.Group Calls: Up to 5 people can chat on a group callVoice filters: Talking Tom and Talking Ben voice filtersScheduling: Use the schedule feature to find a time to meet-up with friendsVote: Not sure what to do with friends? Take a vote! 21. 22Who is using mobile messengers? 22. 23children to grandparentsRural to urbanBlue to white collarBeijing to Sao Paolo 23. 24Becoming the most popular social network within Asia and gaining traction around the world, especially with developing countries 24. 25All 4 mobile messengers are being used in countries surveyed*We used jana to ask about Whatsapp, WeChat, Line and KakaoTalk in some of these countriesPeople are using the most mobile messengers (on average 3 different platforms)highest in mobile commerce and mobile payments usageWeChat, Line and Kakaotalk are more popular than Whatsapp, but there is no clear winnerWeChat is the second most popular mobile messenger in NigeriaWhatsapp is the most popular, but wechat and line are gaining usersPhilippinesBRAZILVIETNAMNigeriaindonesia*Real-time mobile surveys conducted via Jana. 25. 26Are consumers willing to engage with brands via mobile messenger? 26. 27From our real-time Jana mobile surveys,the answer was a resounding YES.Philippines87%Brazil 75%Indonesia70%India65%Vietnam63%Nigeria80% 27. 28Lionel MessiReal Madrid & Barcelona Football TeamsK-pop Stars and CelebritiesCelebrities are helping mobile messengers expand internationallyWeChat partnered with Lionel Messi in July 2013 to attract international users. This campaign launched in 15 countries.Real Madrid and Barcelona have official accounts to interact with fans, share real-time news and customized stickers. They have attracted over 9 million and 3 million fans respectively.There are over 400 brands, businesses, celebrities, artists and media connecting with the 140 million user base. 28. 29So what does this mean for brands?FANS THAT MATTERTo even receive messages from brands, users need to actively search for them and opt in to start the conversation. Users are in control, but brands benefit. Users who opt in truly want to receive information from them.REAL ROIWith these platforms exploring varying mobile payments and commerce integration, brands are able to make it easier for consumers to purchase.Relevant CONTENTContent matter more than ever. Mobile messengers are a more intimate medium. Users are on-the-go and expect information shared to reflect that. Messages are pushed to the user the fastest way to communicate is via mobile messenger. 29. 30Key TakeawaysM-commerce & CRMRelevant engagementDiversification & integrationExpect more m-commerce and mobile payment options across all platforms in 2014.With all platforms adding more m- commerce capabilities , there will be more opportunities for the integration of social, mobile and commerce. CRM from the mobile messenger can be linked to a companys bigger system to provide even more insights such as real-time sales data.In China, brands can customize official accounts to create special tabs on WeChat. Plus Friends was introduc