Mobile Messaging Platforms How Facebook’s Hedge Strategy Is Changing The Face Of Messaging

Karol Severin and Mark Mulligan

October 2015

In just a few short years mobile messaging apps have become home to the largest group of digital audiences on the planet, with billion cumulative monthly active users. Following websites and social networks, messaging platforms are emerging as the third phase of how audiences congregate digitally. Facebook is particularly threatened by this potential disruption. But rather than stick its head in the sand Facebook embraced the disruption to the extent that it is now the single most important player in the mobile messaging landscape.

Companies and services mentioned in this report: AOL, Buzz Feed, CNN, Facebook, Facebook, MSN, Messenger, Friendster, GeoCities, Instagram, Kik, KakaoTalk, LINE, MTV, MySpace, QQ, Skype, Snapchat, Tencent, Twitter, Yahoo, Vox, WeChat, WhatsApp

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