Theriseofsmartphonescould bring with it a shift from online social networks to a new generation of mobile
messaging apps. Among youth in Asia
and Europe, that transition is already
well underway. If it becomes a global
phenomenon, it could spell trouble for
brands accustomed to engaging with
customers through Facebook, Twitter
and other platforms.
This new class of messaging tools
is known as Over the Top (OTT),
because they operate over a wireless
broadband Internet connection, not
a wireless network. Users download
the app and install it, and are able
to engage in messaging and other
activities without paying a cent to
their mobile provider.
With Facebook, Google+ and other
networks that brands are accustomed
to, it’s easy to establish a brand page
and then take whatever steps work
to get people to like or follow the
page. Mobile messaging apps offer no
equivalent to the brand page, and
most haven’t offered advertising.
As messaging apps start chipping
away at social networks’ user base,
how will businesses maintain existing
relationships or build new ones with
people who have made the switch?
It’s time for the communication
industry to get up to speed.
Get the message
Mobile messaging apps are gaining momentum. Is your business ready
to connect with customers who are using this new class of tools?
see for yourself
The Wall Street Journal Live examines the rise of WeChat, a mobile
messaging app from China with more than 300 million users.
While there is
data to suggest
some of these teens
are turning to Twitter
as an alternative,
outside North America
the adoption of
messaging apps is
the dominant trend.