Instant Messaging (IM) is older than the Internet. The first iterations appeared during the 1960s on operating systems such as CompatibleTime Sharing System (CTSS), not the most catchy of names I grant you. However, IM did not reach mass popularity until the 1990s with the likes of AIM (AOL), and later in 1999 with the release of MSN Messenger – launching instant, free communications to the nascent Internet population.
At its pinnacle, MSN Messenger had over half a billion active users sharing billions of messages (source: Microsoft). MSN, AIM and others created a shift in human interactions, producing a new global behavior for how we communicated peer-to-peer. In a few short years, users dwindled as social media and advancements in mobile devices bore another transition of behavior.
This shift has witnessed the birth of platforms that are ‘mobile first’ – WhatsApp being a best in class example of how users have transitioned from desktop based IM to mobile platforms. Launching in 2009, it now has over 300 million active users globally with 11 billion messages sent and 325 million photos shared per day, with no signs of slowing down (source: All Things D).
But there is competition in this space from Asia. WeChat (China), LINE (Japan) and Kakao Talk (Korea), all have plans in place to turn their regional dominance into global leadership.
Of the three, WeChat has the financial clout to make this move – owned by Tencent, which is the third largest Internet company globally. With around 270 million active users and 600 million registered users, 100 million outside of China, it already has scale to rival WhatsApp (source: Tech In Asia, The Next Web). WeChat provides content, mobile payments, stickers (the evolution of emoticons), voice chat, video call and other innovative features on top of the core chat function. WhatsApp has the basic features you would expect and is rolling out its voice messaging service currently.
What does all this mean for brands? IM has not died, but evolved with the latest technological and behavioral advances of our time, presenting new opportunities to engage customers. People have become used to (perhaps even expect) short, simple forms of communication (whether we like it or not), and we as marketers need to think about how we can communicate with them effectively in this way.
For example, WeChat has a myriad of ways for brands to use the platform, it has been open to integration and building native solutions to facilitate relationships between brands and customers; be that through branded hubs, customer service and e-commerce. Intel partnered with WeChat during the London 2012 Olympics, using voice messages to share daily updates on results and news from the Games. McDonalds is currently testing in-app purchases through discounts to WeChat users, whilst Nike and KFC are also signed up as official accounts. China Southern Airline was the first carrier to allow check-in via WeChat.
With the financial power and growing user base, 2014 may be the year we see the rise of China’s first true globally known Internet brand.
The essay is taken from MEC’s fourth annual Review Preview, a collection of global essays that recap the most significant takeaways and innovations from the past year, and set the trends for 2014. The full report is available to download here:http://mecglobal.com/what-we-think/publications/Review-Preview-RP4/.
By Andrew Coroneo, Head of Interaction at MEC Singapore.
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