New messaging apps a threat to Facebook dominance


Social media users are clearly growing tired of their conversations being publicly displayed, especially from the younger generation.

In a statement, David Ebersman, Facebook’s chief financial officer, said that, “We did see a decrease in daily users specifically among younger teens. We wanted to share this with you now because we get a lot of questions about it.”

To a certain extent, the exodus may have been brought about by moms, dads, titos (uncles) and titas (aunts) invading the Facebook walls of teenagers and generally—bursting their personal digital bubbles.

But if a person uses a smartphone, he or she could broadcast the daily happenings of his or her life without the whole world knowing it.

Pioneering this trend are mobile messaging services like KakaoTalk and WeChat that are giving birth to a new global trend of messaging platformization.

The mobile messaging service, which is used by 97 percent of the smartphone population in Korea, has not only become the single largest social network of record in its home country, but has leveraged this social network and traffic to build a platform atop its messaging service.

The model has inspired other players around the globe to follow suit, and in markets like Japan and China, the industry is witnessing phenomenal growth of services of similar models such as WeChat and Viber.

Social-savvy market
The fun, social yet private services are now expanding aggressively outside of their respective territory into social-savvy markets like the Philippines, and are rising to become some of the hottest apps out on market.

According to Don Anderson, senior vice president and director of Regional Strategic Digital Integration for Asia Pacific of FleishmanHillard, “The market’s adoption of messaging applications like KakaoTalk, Whatsapp, Viber is being driven by the combination of ease of use, convenience, privacy, and unique messaging options such as gaming and emoticons/stickers—overall heightening one’s mobile communications experience.”

FleishmanHillard is a leading global communications agency of the Omnicom Group.

While Facebook may be approaching the crossroads of relevancy, particularly among teenagers, it is far from being the next Friendster or Myspace.


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