![]() Successful monetization strategies vary greatly across platforms and regions as the messaging app space serves an extraordinarily diverse and global user base. The massive number of messaging app users presents huge opportunities for those who can take advantage and convert app downloads into revenue. The top messaging apps by revenue are more fragmented than those by MAU in Q3 2015. As a result, Skype and Viber are Q3 2015’s top revenue-generating messaging apps in many of the markets where Facebook’s apps led by MAUs. In addition, Facebook Messenger does not currently directly monetize its users and WhatsApp Messenger only charges $0.99 per year (after a one-year free trial). For example, Skype and Viber expanded their successful business model of charging for credits from desktop to their mobile apps. The global landscape for MAU (as seen in the figure above) looks much different than that for revenue (in the figure below). For example, WeChat leads in China, LINE is dominant in Japan and KakaoTalk is top in South Korea. In Asia, heavyweight apps have built up a substantial user base and strong network effect in their local markets. Facebook Messenger is particularly strong in North America, while WhatsApp Messenger leads in Latin America and Europe.įacebook Messenger and WhatsApp Messenger were the top messaging apps by MAU in key countries, such as the United States and Brazil, in Q3 2015. Both are, in terms of Q3 2015 monthly active users (MAU), the top messaging apps in many key countries around the world. The strength of Facebook Messenger and WhatsApp Messenger is reflected in usage as well. WhatsApp Messenger and Facebook Messenger account for two of them, and Microsoft’s Skype is the other.įacebook Messenger and WhatsApp Messenger are among the Top 10 all-time most-downloaded apps on the iOS App Store. To put Facebook’s success in context, there are three messaging apps among the Top 10 apps (outside of games) by all-time worldwide downloads on the iOS App Store. Later that year, it made the decision to move all worldwide messaging functionality from Facebook to Facebook Messenger. The company acquired hugely popular WhatsApp Messenger in February 2014. Through acquisition and strategic unbundling, Facebook expanded its presence into the messaging app space. (To see how we define messaging apps, please check the notes at the end of this report.) Facebook Grabs the Globe, Local Players Dominate Asia In this report, we provide an overview of the messaging app landscape and highlight the leading apps and discuss their evolution into full-fledged platforms, which is expanding their revenue opportunities and increasing their influence in the overall app economy. Facebook’s WhatsApp Messenger and Facebook Messenger are particularly strong throughout the West, while local heavyweights such as WeChat, LINE and KakaoTalk lead in key markets across Asia. Messaging apps are an increasingly important part of the mobile app space.
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