Landscape before Zalo
5
Sticky, but
•
Don’t support mobile first
use-case and phonebook
graph.
•
Not focus on enhance chat
and group chat
•
My mom, sister don’t
contact me via SNS
Social Networks Traditional Messengers
OTT IM
Early movers & viral, but…
•
No profile, social features.
•
Lack of fun features appeal
to the young users
•
Can’t customize a feature
for the Vietnamese
community
•
Low barrier to entry
Strong network effect on PC,
but
•
No social features
•
Not fun enough
•
Not mobile friendly
Model of Zalo
Mobile social messaging:
–
Based on Mobile First & Phonebook Graph
–
Combine Context Messaging & Connecting &
Circle Socializing
–
Viral (i.e SMS/Zing/Facebook…)
–
Sticky
–
Mass market appeal
Target
18-25 26-30
Singles
Core segment Core segment
Unmarried
couples
Potential to grow share
?
Potential to penetrate
Married
couples
X
Not target yet
X
Not target yet
Product
P
P
P
P
latform
roduct
1. Communication: Voice messaging & Call…
2. Social: Timeline, People Near By, Room…
3. Platform: Page, 3rd Apps, Games.
“Fun & Connection & Private”
Anchored by basic: Fast, Quality, Cheap
roposition(Value)
lace (Channel)
1. App Stores: Itunes, Google Play, Nokia Store
2. Factory Preload on Nokia Asha, WP…
3. Side-load at retail shop
Marketing
•
Position as an Expression/Lifestyle.
•
Focus on messaging the brand benefit
–
“Talk more to your loved ones”
•
360 Campaign launch at Online, Social, PR, TVC, OOH (Cinema, University,…)
Agenda
•
Background of Zalo
•
The user growth story
•
Continuous development
Agenda
•
Background of Zalo
•
The user growth story
•
Continuous development
0
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Registered User Daily msg
User Discovery Q3/2012: Born
Product
–
Zing & Phonebook mobile messenger
–
voice, sticker, draw and people near by
Users feedback and data told us
–
Good for dating purpose
–
The draw & games, sticker are fun
–
The concept of mixing up Zing & phonebook
graph is confusing, they want a separated
buddy list
–
Sending speed is slow with 3G, drain the
battery lifecycle
–
Nokia version is not available yet
So we
–
Removed “Chat with Zing friends” feature
and focused on the Mobile First use-cases
–
Rewrote our own socket chat servers instead
of relaying via Zing Me Web Chat servers
User Discovery Q4/2012: Totter
Product
–
New version Nokia/Droid/IOS
–
Group, Room
–
Social Timeline
Users feedback and data told us
–
Voice/text is fast
–
UX is much better than the prev one
–
Spam and privacy concerns
–
Not enough friends so both retention and
engagement are problems
So we
–
Improve notification services
–
Improve picture quality
–
Scale up advertising budget, Run 360 degree
marketing campaign
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User Discovery Q1/2013: Walk
Product
–
Friend Circle
–
Zalo Page (VIP)
–
Friend invitation
–
Support 18 countries
Users feedback and data told us
–
Voice message is addictive
–
Multi-picture upload is convenient
So we
–
Run Friend Invite Campaign
–
Developing Call.
–
Work with 3RD party apps
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