Monetising mobile messaging: Asian apps' content strategies lead the way

November 01, 2013  | Subscribers Only

Jack Kent Jack Kent Director, Media and Advertising
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Social and communications apps came second only to games in terms of mobile application store performance in Q2 2013. But many apps are looking beyond core communications to drive revenue growth with more complete mobile content strategies. Asian apps lead the way so far with KakaoTalk, Line and WeChat all looking to use content to generate revenues. Western services will look to follow suit, but are unlikely to match the scale of success seen so far in Japan and South Korea. Operators have already felt the impact of free and low cost messaging services, but the over the top (OTT) apps? move into the content space could further undermine their ability to fight back.

Tables and charts included:

  • Share of app revenues by content genre Q2 2013 - USA;Facebook Advertising revenues by platform;Spain: total messaging revenues;Spain: messaging share of operator revenues;Smartphone penetration by country;Mobile content ARPU by country;Tencent mobile games revenues;China: 3G+ subscriptions by operator;World: mobile advertising revenues by format;Facebook users by platform;Mobile app consumer spend by region;World: smartphone installed base by OS

Pages: 17

Tables and charts: 12

Jack Kent

Director, Media and Advertising

Jack Kent leads IHS Markit’s Media and Advertising research, heading up a team of analysts covering Games, Cinema, TV Channels & Programming, Home Entertainment and Advertising research.

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