Expanding Message Apps

Continuing from last time, we introduce major trends from Dentsu Inc. Aegis Network Carat's "TOP 10 TRENDS" for 2016.

Now, a large number of people actively use messaging apps. It's no longer just about exchanging messages with friends; they connect with other apps and services to share images, videos, music, and more.

WeChat is a pioneer in app integration. Users can hail taxis through the built-in ride-hailing app Didi Kuaidi and pay via Alipay. In some Chinese regions, its communication functions have diversified further, enabling everything from hospital appointments and police reports to flight bookings.

In March 2015, Facebook integrated apps and games like Giphy, Memes, and Doodle Draw into Messenger. For these apps, being embedded within Messenger represents an opportunity to reach millions of users. Facebook is also testing features for M, Messenger's personal assistant, to perform specific tasks like requesting refunds from Amazon. Due to its high reliability in security, Messenger is also frequently used for business-to-business communication.

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To compete with emerging messaging apps, advertisers must not only develop content tailored to different operating systems but also consider whether it functions effectively within the app's ecosystem.

The constant emergence of new platforms also presents significant potential for businesses to leverage them in customer support.