Mobile IM application outbreak global marketing War: line performance eye-catching

U.S. Science and Technology blog BGR today, to line, KakaoTalk and micro-letter as the representative of mobile IM applications, is a global marketing war. With the overwhelming advertising, some IM application vendors of overseas business development has made breakthroughs, but they are in different markets, but also win or lose each other. With more and more IM application vendors joining, the battle is destined to escalate. Global marketing War Japan Mobile IM application Line spent a huge amount of money on television advertising, which has been hugely rewarded, making breakthroughs in business development in three key markets such as Japan, Spain and India.　　The success of line has sounded a wake-up call for other IM applications. An era that once defined WhatsApp success may be coming to an end.　　From now on, IM app vendors could be dragged into a costly, escalating marketing battle that will sweep the world's dozens of countries. At present, the trend of the decline in text messaging has spread from European countries to the United States, and even important emerging markets such as India have not been spared. In this context, IM application vendors are gradually strengthening the global dominance of the competition.　　The number of companies involved in the competition is large, and the "battle" is fast changing. For example, line's pioneering in the Indian market has finally made important progress. With a barrage of television commercials, line ranked on the iphone app download list, rising from 300 to the top 5.　　This completely duplicates line's successful model in Spain. It was with a massive advertising campaign that line made a major breakthrough in the Spanish market 9 months ago.　　At the same time, line has made positive progress in the U.S. market, after a spring slump, the app finally ranked among the top 200 iphone apps in Sunday. The competition is becoming more and more intense now, line's main competitor in Asia, KakaoTalk, is gradually shrouded in its shadow. KakaoTalk is the Korean IM application market hegemony, but in the new market encountered a lot of setbacks.　　Currently, KakaoTalk is ranked among the top 100 downloads in two overseas markets such as Malaysia and Indonesia. Last winter, when the mobile social-networking site's path disappeared from the top 1000 list of free downloads in the United States, the app was widely seen as a slump and completely dispelled the idea of a Facebook takeover. But in April of this year, path staged a "Return of the King", with the help of a new round of user acquisitions to return to the free application of 10.　　But in the past few days, path has been at an unexpected rate of decline, the number of downloads in the Top 500 application list, has not its shadow, some people even suspected that the April download surge is only the path bounce. Interesting is that KiK has recently been a strong performer in the US market and has also been expanding in many countries in Africa and the Caribbean, and has jumped the list of top 40 of these countries ' downloads in recent days.　 At the same time, Kik's main rival, Viber, has made a remarkable record in the past week, topping the list of apps in many African countries and, in countries such as Tanzania and Botswana, even the top-ranked iphone app. Manufacturers in Africa has become an important battlefield for many IM applications.　　Nimbuzz, once the overlord of the Africa IM application market, is now under serious threat from Kik, Viber and micro-credit. Many of these IM applications have seen huge fluctuations, and in just a few days they ranked high and low on the download list of apps in dozens of countries around the world.　　Industry insiders generally believe that this situation is because the major IM application vendors are currently experimenting with different marketing strategies, such as the path of the April in the United States launched the advertising campaign. Obviously, IM applications such as path and KakaoTalk are now at risk of being marginalized as line, micro-trust and Kik launch large-scale marketing campaigns around the world.　　In this increasingly fierce competition, nimbuzz and tango and other traditional IM application days may be more and more sad. The development of IM application market has reached a critical point, and it may now be one of the most promising market segments in the global application market.　　The reason for this is that there are two reasons: first, many IM applications of the weekly active level far more than the common mobile games, and the second is that countless competitors are competing for the top three. Obviously, many consumers now do not mind the use of three, four or even five IM applications, so that this is a number of vendors in this area has been successful, leaving ample room. (Qing Chen)