1. Chat Apps enable brands to connect better with their consumers.
ü Synchronous, intimate
conversations
ü Instant gratification for
customers
ü Truly personalized
communication
ü Richer brand
experience
ü Lifecycle engagement
with their customers
1
2. Consumers today are more mobile than ever…
2
0
500
1000
1500
2009
2014
#
Smartphone
Users
Worldwide
(M)
0
1
2
3
2009
2014
Daily
9me
spent
on
Mobile
media
(hours)
0
5
10
15
20
25
30
35
40
45
1 2
P2P SMS vs. OTT Messaging
(Trillion Messages)*
2011 2018
SMS
OTT
Messages
Source: eMarketer 2015; * A2P messages will grow from $53.07 billion in 2013 to $70.32 billion by 2020, according to Transparency Research
3. … and these consumers are hanging out on Chat Apps.
Source: We Are Social 2015, Marketing Land 2015
3
0
200
400
600
800
1000
1200
1400
Facebook
QQ
Mobile
Qzone
Whatsapp
Facebook
Messenger
WeChat
Google+
Skype
Instagram
TwiHer
Viber
Baidu
Tieba
Line
Sina
Weibo
Vkontakte
Snapchat
Top Global Social Platforms by Monthly Active Users (Millions, Jan 2015)
Social
Chat Apps
4. The Chat App space is complicated and complex.
4
United States
Mexico
Latin America
South Africa
Russia
China
Malaysia
Japan
Indonesia
Korea
Philippines
Thailand
South Asia
SE Asia
Europe
Middle East
Canada
5. 5
WeChat: A free messaging & calling app that allows you to easily connect with
family & friends across countries.
Owned By:
Tencent
Regions Most Popular:
China
India
Malaysia
South Africa
Year Created:
January 2011
Audience Size:
468 Million
Demographics:
Top geographies:
• 68% users in China
• 21% in India
• 2% in USA
Age:
• 33% 16-24 y/o
• 40% 25-34 y/o
• 19% 35-44 y/o
Primary Source of Revenue:
• Stickers
• Games
• Commerce
• Branded accounts
Messaging Features:
• IM
• VoIP
• Video
Brand Presence Opportunity:
• 2 types of Approved
accounts (subscription and service)
• In chat ads (
must have over 100k followers on
WeChat to start advertising)
Biggest Differentiator:
Almost exclusive access to the large
Chinese demographic
6. 6
Line: Exchange free instant messages with friends whenever and wherever
with one-on-one and group chats.
Owned By:
Naver (Korean
search engine)
Regions Most Popular:
Japan
Indonesia
Mexico
South Korea
Thailand
USA
Year Created:
March 2011
Audience Size:
170 Million
Demographics:
• 54M users in Japan
• 33M in Thailand
• 30M in Indonesia
• 25M in USA
• 15M in Mexico
• 14M in South Korea
Primary Source of Revenue:
• Stickers
• Games
• Commerce
• Branded accounts
Brand Presence Opportunity:
• 2 types of Approved accounts
(subscription and service)
• Branded stickers (
minimum cost: $250k per month)
Biggest Differentiator:
Stickers & exclusive access to
Japan’s social demographic
Messaging Features:
• IM
• VoIP
• Video
7. 7
KakaoTalk: Multi-platform texting app that allows iPhone, Android, and
BlackBerry users to send and receive messages for free.
Owned By:
Independent
Regions Most Popular:
Korea
Philippines
Year Created:
March 2010
Audience Size:
35 Million
Demographics:
• 93% of Korean smart
phones have
KakoaTalk installed
Primary Source of Revenue:
Games
Brand Presence Opportunity:
Kakao Yellow ID service – branded
account for SMBs
Biggest Differentiator:
Exclusive access to the Korean
market
Messaging Features:
• IM
• VoIP
• Video
8. Snapchat: Snap a photo or a video, add a caption, and send it to a friend.
They’ll view it, laugh, and then the Snap disappears from the screen – unless
they take a screenshot, which also notifies the sender!
8
Owned By:
Independent
Regions Most Popular:
USA
Year Created:
September 2011
Audience Size:
140 Million
Demographics:
Age:
• 50% 18-24 y/o
• 20% 25-34 y/o
• 9% 35+ y/o
Primary Source of Revenue:
• Ads
• Money Transfers
Brand Presence Opportunity:
Discovery feeds
Biggest Differentiator:
Access to the US teen market
hooked onto Snapchat’s
ephemeral messaging
Messaging Features:
• Images
• Video
9. WhatsApp: A cross-platform mobile messaging app which allows you to
exchange messages without having to pay for SMS.
Owned By:
Facebook
Regions Most Popular:
USA
India
South Asia
EMEA
Latin America
Year Created:
February 2009
Audience Size:
800 Million
Demographics:
Age:
• 45% 18-25 y/o
• 40.8% 26-35 y/o
Top Geographies:
• 140m users in India
• 48m users in Brazil
• 33m users in Mexico
• 30m users in Indonesia
• 21m users in Germany
• 20m users in Spain
• 18m users in Turkey
• 16m users in S. Africa
• 12m users in USA
• 12m users in Malaysia
• 7.3m users in Russia
• 6.9m users in Saudi
Arabia
• 4.5 m users in UK
Primary Source of Revenue:
Subscription fees
Brand Presence Opportunity:
None
Biggest Differentiator:
• The most frequently P2P
communication app
• No immediate plans to monetize
Messaging Features:
• IM
• VoIP
10. 10
Facebook Messenger: Instantly reach the people in your life for free. Messenger is just
like texting, but you don't have to pay for every message (it works with your data plan).
Owned By:
Facebook
Regions Most Popular:
North America
South Asia
EMEA
Latin America
Year Created:
August 2011
Audience Size:
500 Million
Demographics:
20% of adult Internet users
Top
Geographies:
• 113m users in India
• 64m users in USA
• 45m users in Brazil
• 29m users in Mexico
• 20m users in
Philippines
• 17m users in Vietnam
• 14m users in UK
• 12m users in Germany
• 8.5m users in S. Korea
• 6.7m users in Canada
• 4.6m users in France
• 1.3m users in
Singapore
Primary Source of Revenue:
None – recently announced
company accounts could
change this
Brand Presence Opportunity:
Company accounts
Biggest Differentiator:
Parent company is extremely
savvy at courting brands and
audiences
Messaging Features:
• IM
• VoIP
• Video
11. 11
Viber: An app that’s lets you use your phone to make free calls and send free text and
photo messages to other Viber users, on any device, network and country.
Owned By:
Rakuten (Japanese
Internet conglomerate)
Regions Most Popular:
EMEA
India
Latin America
Year Created:
December 2010
Audience Size:
209 Million
Demographics:
• 25% APAC
• 19% Eastern Europe
• 16% Western Europe
• 15% Middle East
• 10% Central & South America
Primary Source of Revenue:
• Experimenting with
Games & Stickers
Brand Presence Opportunity:
None
Biggest Differentiator:
• Early leader in VoIP
• Positioning itself as SMS/MMS
Phone replacement
Messaging Features:
• IM
• VoIP
12. 12
Skype: Say “hello” to friends and family with an instant message, voice or video
call on Skype for free.
Owned By:
Microsoft
Regions Most Popular:
USA
Europe
Year Created:
August 2003
Audience Size:
334 Million
Demographics:
• 22% of US millennials
• 17% of adults
Primary Source of Revenue:
• Enterprise accounts
• Ads
Brand Presence Opportunity:
Banner ads
Biggest Differentiator:
Distribution of use spread across
affluent millennials and power
enterprise users is a unique mix
Messaging Features:
• IM
• Voice
• Video
• Screen sharing
13. 13
Tango: Free calls to mobile and landline numbers around the world.
Owned By:
Alibaba
Regions Most Popular:
China
Year Created:
2009
Audience Size:
250 Million
Demographics:
• 3% of adults worldwide
• 40% of user base in US
Primary Source of Revenue:
• Ads
• Games
Brand Presence Opportunity:
Profile and chat ads
Biggest Differentiator:
Ads are some of the most animated
and could be a more inexpensive
option as Tango looks to compete with
WeChat
Messaging Features:
• IM
• Voice
• Video
14. Yik Yak: An anonymous social media app that allows people to create and view posts
within a 1.5 mile (2.4 kilometer) radius.
Owned By:
Independent
Regions Most Popular:
USA
Year Created:
November 2013
Audience Size:
Unknown
Demographics:
1500+ college and high school
campuses
Primary Source of Revenue:
• Ads
• Money transfers
Brand Presence Opportunity:
None
Biggest Differentiator:
Has robust college audience but
mandatory anonymous posts makes
continued targeting difficult
Messaging Features:
Location-based message posts
(anonymous
15. Telegram: A messaging app with a focus on speed and security.
Owned By:
Independent
Regions Most Popular:
Southeast Asia
Middle East
Russia
Year Created:
August 2013
Audience Size:
Unknown
Demographics:
Unknown
Primary Source of Revenue:
Donations
Brand Presence Opportunity:
None
Biggest Differentiator:
The most secretive chat app, Telegram
bills itself as most secure platform
offering robust message and data
encryption
Messaging Features:
• IM
• File storage
• Geolocation
16. Kik: An instant messaging application for mobile devices from Kik Interactive.
Owned By:
Independent
Regions Most Popular:
USA
Saudi Arabia
Canada
Year Created:
October 2010
Audience Size:
100 million
Demographics:
50% users in USA
Primary Source of Revenue:
Ads
Brand Presence Opportunity:
Ads
Biggest Differentiator:
Built on HTML5 so web ads are
easiest to port onto Kik’s platform
Messaging Features:
• IM
• Web browsing
