Sagar Chauhan

8/17/2019 Sagar Chauhan

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TABLE OF CONTENTS

S.No. CHAPTER PLAN PAGE

NO.

1 Chapter I: Introduction

Objectives of the study Review of Literature

Research Methodology

– – Research Design

– – Data Collection

– – Data Analysis Techniques to be

used

Liitations of the study

Chapter II: Pro!i"e o! the Or#ani$ation

% Chapter III: Ana"&'i' and Interpretation o! (ata

) Chapter I*: Conc"u'ion' and Reco++endation'

, Bi-"io#raph&

Anne/ure

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E0ECTI*E S22AR3

!"#$ has undoubtedly %roven to be the year of virtual chat with ore than &"' of sart

%hone users busy te(ting each other using soe a%% or other) *n fact+ social networ,inga%%lications has eerged as the ost %o%ular a%% aong *ndians with virtually every

second cell %hone custoer using the a%%)

As %art and %artial fulfillent of anageent course subject of ar,eting research for

--A %rogra * have selected .social networ,ing a%%lications . for general

understanding of the ar,eting research) /owever in %articular y e%hasis was on to

fulfill the objective of research and to find out and to e(%lore the analyses of %riary

data)

0hatsA%% *nc) was founded in !""& by Aericans -rian Acton and 1an 2ou 3also the

C4O5+ both forer e%loyees of 6ahoo7+ and is based in Mountain 8iew+ California) The

co%any e%loys 99 %eo%le)

This :roject Re%ort is to easure the ;atisfaction level ofsocial networ,ing

a%%lications < custoer satisfaction is a easure of how %roducts and services su%%lied

by a co%any eet custoer e(%ectation) Custoer satisfaction is critical if a co%anyis to register high sales %rofits)

The study of on this %roject hel%ed e to ,now current ar,et scenarios of 0hatsa%%

and also the variety of services that it offers to the users)

*n today=s tough econoic cliate all organi>ations need to i%rove efficiency and+ even

in idsi>e firs that usually ean coordinating large quantities of inforation)

/owever+ technology and thin,ing has %rogressed and+ billions of user nowadays using

social networ,ing a%%lications

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Pro!i"e

1.1 4HAT IS 2OBILE APPLICATION5

Mobile a%%lications 3a%%s5 have been gaining rising %o%ularity due to the advances inobile technologies and the large increase in the nuber of obile users) Consequently+

several a%% distribution %latfors+ which %rovide a new way for develo%ing+

downloading+ and u%dating software a%%lications in odern obile devices+ have

recently eerged)

A obile a%%lication is a software a%%lication designed to run on sart%hones+ tablet

co%uters and other obile devices) They are usually available through a%%lication

distribution %latfors+ which are ty%ically o%erated by the owner of the obile o%erating

syste+ such as the A%%le A%% ;tore+ ?oogle :lay+ 0indows :hone ;tore+ and

-lac,-erry A%% 0orld)

;oe a%%s are free+ while others ust be bought by usually+ they are downloaded fro

the %latfor to a target device+ such as an i:hone+ -lac,-erry+ Android %hone or

0indows :hone+ but soeties they can be downloaded to la%to%s or des,to%s) @or a%%s

with a %rice+ generally a %ercentage+ !"$"'+ goes to the distribution %rovider 3such as

iTunes5+ and the rest goes to the %roducer of the a%%)

In'tant +e''a#in# has becoe the ,iller a%% on obile as sart %hone ado%tion has

grown across the globe and the *ndian scene is no e(ce%tion) Three out of every four

sart %hone user in *ndia is now high on obile chatting a,ing the ar,et a lucrative

one for chat a%% co%anies)

0hatsA%% reigns su%ree aong obile chat a%% with about B' of sart %hone users

in *ndia using it to te(t each other+ revealed a recent study on sart%hone usage in *ndia

by *nforate Mobile *ntelligence)

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1. (IFFERENT SOCIAL 2ESSENGER APP':

1. 4hat'App:

0hatsA%% Messenger is a %ro%rietary+ cross%latfor

instant essaging service for sart%hones) *n addition to

te(t essaging+ users can send each other iages+ video+

and audio edia essages) *n addition to te(t essaging+

users can send each other iages+ video+ and audio edia essages) The client

software is available for Android+ -lac,-erry O;+ -lac,-erry #"+ iO;+ o,ia

;eries E"+ ;ybian 3;"5+ and 0indows :hone)

. Face-oo6:

@aceboo, is an online social networ,ing service) @aceboo,

was founded in @ebruary !""E by Mar, Fuc,erberg with his

college rooates and fellow /arvard Gniversity students

4duardo ;averin+ Andrew McCollu+ Dustin Mos,ovit> and

Chris /ughes) The founders had initially liited the websiteHs ebershi% to

students of the Gniversity of /arvard+ but later e(%anded it to colleges in the

-oston area+ the *vy League+ and ;tanford Gniversity) *t gradually added su%%ort

for students at various other universities before it o%ened to high school students+

and eventually to anyone ages #$ and over) @aceboo, now allows anyone who

clais to be at least #$ years old to becoe a registered user of the website)

%. 4eChat:

0eChat 3ChineseI 微信 < %inyinI 0Ji(Kn< literally .icro

essage.5 is a obile te(t and voice essagingcounication service develo%ed by Tencent in China+ first

released in 1anuary !"##) The a%% is available on Android+

i:hone+ -lac,-erry+ 0indows :hone+ and ;ybian %latfors)

5

http://en.wikipedia.org/wiki/Social_networking_servicehttp://en.wikipedia.org/wiki/Mark_Zuckerberghttp://en.wikipedia.org/wiki/Harvard_Universityhttp://en.wikipedia.org/wiki/Eduardo_Saverinhttp://en.wikipedia.org/wiki/Andrew_McCollumhttp://en.wikipedia.org/wiki/Dustin_Moskovitzhttp://en.wikipedia.org/wiki/Chris_Hugheshttp://en.wikipedia.org/wiki/Chris_Hugheshttp://en.wikipedia.org/wiki/Ivy_Leaguehttp://en.wikipedia.org/wiki/Stanford_Universityhttp://en.wikipedia.org/wiki/Mark_Zuckerberghttp://en.wikipedia.org/wiki/Harvard_Universityhttp://en.wikipedia.org/wiki/Eduardo_Saverinhttp://en.wikipedia.org/wiki/Andrew_McCollumhttp://en.wikipedia.org/wiki/Dustin_Moskovitzhttp://en.wikipedia.org/wiki/Chris_Hugheshttp://en.wikipedia.org/wiki/Ivy_Leaguehttp://en.wikipedia.org/wiki/Stanford_Universityhttp://en.wikipedia.org/wiki/Social_networking_service


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0eChat %rovides ultiedia counication with te(t essaging+ holdtotal,

voice essaging+ broadcast 3onetoany5 essaging+ %hotovideo sharing+

location sharing+ and contact inforation e(change) 0eChat su%%orts social

networ,ing via shared streaing content feeds and locationbased social %lugins

3.;ha,e.+ .Loo, Around.+ and .Drift -ottle.5 to chat with and connect with local

and international 0eChat users)

). T7itter:

Twitter is an online social networ,ing and icroblogging

service that enables users to send and read .tweets.+ which

are te(t essages liited to #E" characters) Registered users

can read and %ost tweets but unregistered users can only read

the) Gsers access Twitter through the website interface+ ;M;+ or obile device

a%%) Twitter *nc) is based in ;an @rancisco and has offices in ew 6or, City+

-oston+ and ;an Antonio)

,. BB2 8B"ac6Berr& 2e''en#er9:

-lac,-erry Messenger 3--M5 is a %ro%rietary *nternetbased

instant essenger and videotele%hony a%%lication included

on -lac,-erry devices that allows essaging 3and

videocalls for -lac,-erry #" sart%hones5 between

-lac,-erry users) *t was develo%ed by the anufacturer of the -lac,-erry+

-lac,-erry Liited 3forerly ,nown as Research *n Motion Liited 3R*M55)

Messages sent via -lac,-erry Messenger are sent over the *nternet and use the

-lac,-erry :* syste+ so counication was only %ossible between -lac,-erry

devices until !"#$) There are B" illion --M users worldwide and -lac,-erry

infrastructure handled $" %etabytes of data traffic each onth by early !"#$)0ith

the release of -lac,-erry Messenger B)" in Deceber !"#!+ voice chat was

introduced) The new feature is called --M 8oice Call)

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--M was officially released on iO; and Android on !# October !"#$) 9 illion

downloads were recording in the first hours of its release) *n total+ the a%% had

over #" illion downloads on the first day) At !E @ebruary -lac,-erry officially

confired --M for 0indows :hone)

. S6&pe:

;,y%e is a freeiu voiceover*: 38o*:5 service and

instant essaging client that is currently develo%ed by the

Microsoft ;,y%e Division) The nae originally derived

fro .s,y. and .%eer.)

;,y%e was first released in August !""$< it was written by 4stonian develo%ers

Ahti/einla+ :riit2asesalu+ and 1aan Tallinn+ Danish 1anus @riis+ and ;wedish

i,lasFennstrN+ who had also originally develo%ed 2a>aa) ;,y%e had $ illion

registered users as of the end of !"#") *t was bought by Microsoft in !"## for )9

billion)

. LINE:

Line is a 1a%anese %ro%rietary a%%lication for instant

essaging on sart%hones and :Cs) Line users e(change

te(t essages+ gra%hics+ video and audio edia+ a,e free

8o*: calls+ and hold free audio or video conferences) Line+

launched in 1a%an in !"##+ reached #"" illion users within eighteen onths and

!"" illion users only si( onths later)

Line was originally develo%ed as a obile a%%lication for Android and iO;

sart%hones) The service has since e(%anded to -lac,-erry 3August !"#!5+ o,ia

Asha 3Asia and Oceania+ March !"#$5+ and 0indows :hone 31uly !"#$5) The

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a%%lication also e(ists in versions for la%to% and des,to% co%uters using the

Microsoft 0indows and Mac O; %latfors)

;. Other:

*i-er:8iber is a %ro%rietary cross%latfor instant essaging voiceover*nternet

:rotocol a%%lication for sart%hones develo%ed by 8iber

Media) *n addition to te(t essaging+ users can e(change

iages+ video and audio edia essages) The client

software is available for Mac O;+ Android+ -lac,-erry O;+

iO;+ ;eries E"+ ;ybian+ -ada+ 0indows :hone+ and Microsoft 0indows) 8iber

wor,s on both $?E? and 0i@i networ,s) *t first requires installation on a %hone

in order to wor, on a des,to% o%erating syste environent) 8iber reached !""

illion users as of May B+ !"#$)

*t was founded and coowned by four *sraeli %artnersI Talon Marco+ *gor

Meg>ini,+ ;aniMaroli and Ofer;ocha) Talon Marco serves as its C4O) On #E

@ebruary !"#E+ the startu% was acquired by Ra,uten for &"" illion)

SnapChat:;na%chat is a %hoto essaging a%%lication develo%ed by 4van ;%iegel

and Robert Mur%hy+ then ;tanford Gniversity students)

Gsing the a%%lication+ users can ta,e %hotos+ record videos+

add te(t and drawings+ and send the to a controlled list of

reci%ients) These sent %hotogra%hs and videos are ,nown as

.;na%s.) Gsers set a tie liit for how long reci%ients can view their ;na%s 3as of

Deceber !"#$+ the range is fro # to #" seconds5+ after which they will be hidden

fro the reci%ientHs device and deleted fro ;na%chatHs servers)

Tan#o:Tango is third%arty+ cross %latfor essaging a%%lication software for

sart%hones develo%ed by TangoM4+ *nc) in !""&) The a%% is %o%ular for offering

video calls over $?+ E? and 0i@i networ,s+in addition to video calls+ is also

o%tii>ed for voice calls+ te(ting+ %hoto sharing+ and %laying gaes)

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Tango has ore than " illion registered users as at March

!"#$ and+ aong Android devices+ it is the #!th ost

downloaded a%%) *t is rated by :CMag as .the si%lest

obile chat a%%lication out there+ with a good range of

su%%ort).

Tango is %riarily geared towards Android devices) The a%% is also co%atible with iO;+

0indows :hone B+ and :Cs) Tango has %artnered with Aviary to %rovide %hotoediting

ca%abilities

1.% THE FTRE OF 2OBILE 2ESSAGING:

Pre+iu+ content< -rand de=e"op+ent< #a+in#< and in>app pa&+ent' o!!er

re=enue #eneration po''i-i"itie'

Most a%%s are focusing on growing its user base and i%roving the core %roduct with

new features+ ho%ing the oney will follow) The ar,et valuation of Twitter+ the

acquisition of 0hatsA%%P*nstagra by @aceboo,+ and the offers for ;na%Chat fro

@aceboo, and ?oogle+ suggest that this ay be the right strategy+ with user growth

ore highly valued than revenues or %rofitability)

Li,e search and social a%%lications before it+ obile essaging a%%lications have not

been instantly lucrative) Advertising becae the doinant business odel in both of

these areas+ but it is unli,ely that advertising will be able to generate the obile

revenues that it was able to do on the :C) The sall for factor eans dis%lay

advertising can be ore irritating than relevant) Alost all obile essaging

a%%lications are avoiding advertising+ and are e(%loring different ways of generating

revenues) @our different business odels are being e(%lored by ar,et %artici%ants)

Charging for %reiu content such as wall%a%ers+ stic,ers+ and thees has eerged

as the de facto way to generate revenues) ot only does %reiu content i%rove the

custoer e(%erience+ it is not intrusive and can be a way for brands to interact with

custoers) Alost all a%%s are offering %reiu content in one way or another)+

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Allowing brands to use the %latfor has eerged as a %otential new revenue strea)

0ith official accounts+ brands and erchants can connect and interact with fans and

custoers in a %ersonal and realtie fashion) The %ossibility of the integration of

locationbased services such as i-eacons fro A%%le or -luetooth Low 4nergy will

enable business to reach their custoers at increasingly relevant ties driving online

and offline %urchases)

?aing and %latfor ;D2s is another revenue strea that has %roven to be lucrative

for both L*4 and 2a,aoTal,) *ngae %urchases and the social nature of the

%latfors offer a very stic,y e(%erience and is %ossibly the only revenue strea that

builds an ecosyste of users+ develo%ers+ and business around the %latfor) The

success of gaing on obile essaging suggests a real o%%ortunity for theseco%anies to develo% into fully fledged content distribution %latfors+ and further

oneti>ing users) *t is not a lea% to iagine obile essaging co%anies offering

usic or television cli%s+ and charging content a,ers for referrals+ or even offering

full albus+ boo,s+ or fils)

The co+panie' that e/pand -e&ond +e''a#in# and de=e"op a content di'tri-ution

p"at!or+ 7i"" 7in in thi' +ar6et

The obile essaging a%%lication ar,et is %ossibly the hottest in technology right

now) As internet giants ?oogle+ @aceboo,+ and 6ahoo atte%t to oneti>e users on

obile+ essaging a%%lications are e(%loring a variety of different ways to generate

revenues) *t is clear that the advertising odel that wor,ed so well in the :C era will

not be as successful on obile) *nstead+ new innovative business odels are eerging)

Three different ways to oneti>e users have eerged in the obile essaging ar,et<

distribution of %reiu content+ the %latfor as a brand building tool+ and gaing and

ina%% %urchasing) These oneti>ation techniques ta,e a%%lications beyond the

discrete world of obile essaging into the infinite %ossibilities associated with

obile distribution %latfors) Many a%%s use a variety of these oneti>ation

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techniques+ and each technique has different regional dynaics) ;tic,ers+ for e(a%le+

are far ore %o%ular in Asia than they are in orth Aerica and 4uro%e)

*n today=s obile world+ generating revenue is alost of secondary i%ortance to user

engageent and user growth+ so a balance ust be struc, between oneti>ation and

custoer e(%erience) The ,ey to success for these co%anies will be to %rovide rich

and diverse content+ and to build an ecosyste around the a%%lication) The %latfor

ust %rovide uch ore than just essaging with friends)

This ecosyste will serve to build a sense of loyalty and stic,iness+ creating a barrier

for the user to leave for another a%%lication) The ar,et o%%ortunity is huge+

according to 4ricsson+ as there were #)& billion sart%hones at the end of !"#$ and by

the end of !"#& there will be 9) billion) @or those co%anies that can attract and

retain users+ the revenue %otential is virtually liitless)

1.) SOCIAL 2ESSENGER 4AR:

A survey of $+B9& Android and iO; sart%hone owners in the G;+ -ra>il+ ;outh

Africa+ *ndia and China+ carried out by obile ar,et research co%any On

Device Research+ reveals that @aceboo, Messenger no longer leads in socialessaging)

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• 0hatsA%% has overta,en @aceboo, as the leading social essaging service

on obile+ according to a research by On Device)

• A survey found that EE %er cent use 0hatsA%% at least once a wee,+ whereas

just $9 %er cent use @aceboo, essenger)

• The re%ort also confired that social essaging a%%s – including 0eChat+

Twitter+ --M and ;,y%e – are the doinant way in which %eo%le

counicate on their %hone)

• *t found that %er cent use social essaging daily+ while B$ %er cent use

their %hones for voice calls+ B9 %er cent use ;M; essages+ and " %er cent

use eail)

•

;ocial essaging a%% use in at least once a wee,< in G;+ -ra>il+ China+;outh Africa+ *ndian sart%hone

Owners %o%ularity of 0eChat is ostly driven by China

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LITERATRE RE*IE4

Whatsapp There are any studies done on 0hatsA%% and youth both in *ndian and international

scenario) A study entitled QThe i%act of 0hatsA%% essenger usage on students

%erforance in tertiary institutions in ?hana by 1ohnson 6eboah and ?eorge Doinic

4wur %ublished in the journal of 4ducation P :ractice in the year !"#E+ has concentrated

on the negative as%ects of 0hatsA%%) Their study %roved that the usage of 0hatsA%% has

i%acted negatively on the %erforance of students in ?hana) ;oe of the findings of

the study were the following) 0hatsA%% usage has led to lac, of concentration during

lectures+ consues uch of students study tie+ distracts students fro co%leting their

assignents+ destroys students= s%ellings and graatical construction of sentences)

Another study entitled Q;art%hone a%%lication usage aongst students at a ;outh

African Gniversity+done in the year !"#!+ assesses the usage of sart%hone a%%lications

s%ecifically social networ,ing a%%lications aongst the users in ;outh African

Gniversity) The study %roved that students reain online for # hours a day and s%ends

an average of 9 hours %er day on their sart %hones interacting with others through social

networ,ing a%%lications) An article Q*ndian 6outh %refers 0hatsA%%+ @aceboo, over

;M; %ublished on 1une #+ !"#$+ in The Ties Of *ndia Online news%a%er) The survey

was conducted by Tata Consultancy ;ervices in the years !"#! !"#$) The study was

conducted covering #B+9"" high school students across #E *ndian cities) The study

revealed that today=s youth are collaborating through social networ,ing tools and

building virtual counities aided by affordable bandwidth and sart devices) The

survey %roved that alost B"' of the students %ossess sart %hones and have startedutili>ing the full %otential of sart %hones) The article titled Q0hatsA%% could hel%

@aceboo, retain youth in countries li,e *ndia %ublished online on The

*ndian 4(%ress)co+ dated @ebruary !#+ !"#E+ tal,s about the acquisition of 0hatsA%%

by @aceboo,) The reason they state in the article is increasing nuber of sart %hone

users in *ndia and the %roliferation of chea%er sart %hones and data %lans in *ndia)

Recent re%orts suggest that the youth have been oving away fro @aceboo,)

0hatsA%%+ on the other hand+ is the fastest growing essaging a%%) The acquisition is a

way of future%roofing growth+ es%ecially in a young country li,e *ndia) 6outh in *ndia

have started s%ending ore tie on essaging a%%s)

Face-oo6

This %a%er is a literature review of research about @aceboo, %ublished in the %ast five

years+ and it focuses on the otivations with regards to @aceboo, use) 0hy and how do

individuals use @aceboo,S 0hat ade @aceboo, a worldwide %henoenon in such a

short tieS ;everal studies have been carried out analysing how and why %eo%le use this

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%articular social networ,) The ai of this %a%er is to %resent the and to outline their

coonalities as well as the eerging %atterns of thought about social networ,s) 0hen

thin,ing about social networ,s a cou%le of decades ago+ we could easily iagine one

%erson surrounded by %eo%le and ore or less connected to theI faily+ friends+ co

wor,ers+ and friends of friends) owadays+ when thin,ing about a social networ,+ it

sees alost i%ossible not to thin, about online social networ,s+ which are websites

that foster interactions between users online) *ndividuals can counicate and share

inforation instantly and inde%endently fro their geogra%hical location) *n addition+

%eo%le can now tell the world what they thin, and do easily for online counities

based on affinities+ interests+ %olitical and religious views+ and coon causes) Aong

these websites+ @aceboo, indeed stands as the ost %o%ular and influential social

networ,ing website with ore than E9 illion users reached in Deceber !"##

3@aceboo,)co5) The website was created in !""E by a sall grou% of students+ and was

restricted to a few universities to allowcollege students to be in touch with each other)

@aceboo, was released worldwide only in ;e%teber !"" 3@aceboo,)co5+ and hasquic,ly becoe the ost used social networ, on the %lanet) Due to its global s%read+

@aceboo, has becoe ore and ore a subject of interest for researchers and since its

creation ore than a hundred studies have been %ublished) This review %rovides

researchers with an overview on the current state of research on @aceboo,+ on the

eerging trends+ as well as on the ethodologies that have been coonly used until

now) After a %rocess of selection of the studies+ eight ain thees have been identified)

This %a%er focuses on @aceboo, use+ for which si( categories have been definedI

initiating and aintaining relationshi%s+ learning about others+ recognition+ %ersonality

and willingness to counicate+ social influence+ and e(%erience) The ajor studies for

each category are %resented+ with an e%hasis on the ost influential ones in the field)The focus of the review is on the ethodologies e%loyed in the studies+ as well as on

the coonalities and differences that arise fro the results) /y%otheses are %resented

when %ossible and a few theoretical e(%lanations are %rovided) *n conclusion+ this

research shows that @aceboo, is ainly used to ,ee% in touch with other %eo%le+ but not

in a conventional way as users tend to s%y= on other users= %rofiles) This %henoenon

leads to a growing e(hibitionis+ which is in turn related to individuals= %ersonality traits)

Gse of @aceboo, is also influenced by %eers and e(%erience with the website) A few

liitations are discussed+ and gender is found to be a %ossible factor influencing

@aceboo, use) ;uggestions for further study are %rovided)

T4ITTER

;ocial networ,s are around as long as huans organi>ed theselves into grou%s) The

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digital age introducing social edia gave social networ,s an un%recedented i%ulse to

flourish) Meanwhile+ quite a few studies have been carried out on social edia and social

networ,s) *n order to get a co%rehensive view of the literature+ we liit our focus on the

ost widely used online social networ, for scientific analysis+ Twitter) Most of the

research in this field is based on data gathered fro Twitter) Although research has been

done based on other social net wor,s and edia li,e @aceboo, and 6ouTube+ this wor,

has not led to new insights+ new a%%roaches or novel contributions+ as co%ared to

Twitter) /ence+ the research question we address in this %a%er isI what is the current state

ofart in both describing and e(%laining online behavior within Twitter and+ based on this+

what future research do we e(%ect to be ost %roisingS To answer this research

question we have organi>ed the literature on online behavior within Twitter according to

three ty%es of characteristics+ naely actor+ essage+ and networ, characteristics) @irst

and foreost+ actor characteristics deter ine to what e(tent individuals are %art of the

net wor, and how uch influence the individual actor has to s%read the inforation

further) 4vidently+ actors for the building bloc,s of a social networ,) *t is between theseactors that counication or inforation e(change ay or ay not occur) ;econd+

essage characteristics for a %art of the e(%lanation to the e(tent to which infora tion

circulates through the social networ,) Mes sage characteristics %lay a role in the

distribution and %ro%agation of inforation) An attractive or stiulating essage is ore

li,ely to s%read to various individuals within the networ,) Gna%%ealing or uninforative

essages are li,ely to die out quic,ly) Third+ networ, characteristics give us insight in

the relational features between actors instead of features confined to one actor only) The

e(tent to which inforation s%reads is not solely deterined by either the characteristics

of the actor or the es sage characteristics) The social conte(t or networ, 3who is

connected to who+ and in which way5 to a large e(tent deterines the flow anddiffusion of inforation) This relational a%%roach is a distinctive feature of a social

networ, a%%roach) This %a%er is divided into sections where we review the literature on

actor+ essage and networ, characteristics and their effects on online social behavior+

res%ectively) *n the final section+ we draw conclusions on all of these to%ics and discuss

the o%en issues suitable for future research)

INSTANT 2ESSAGE

*nstant essaging 3*M5 has becoe a trend these days es%ecially with the youth) A trend+

%ioneered by the iensely %o%ular 0hatsA%% *M a%%lication+ others li,e ibu>> and

;asungHs %ro%rietary ChatO essenger are trying to follow suit as well)

The latest entrant in this genre is /i,e+ a counication a%% that offers both instant

essaging and ;M; under one roof) Develo%ed by -harti ;oftban,+ a 9"9" %artnershi%

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between *ndiaHs -harti Teleco and 1a%anHs ;oftban, teleco %rovider+ the a%% is the

brainchild of 2avin -harti Mittal)

A cross %latfor essenger a%%+ /i,e is siilar to 0hatsA%% but is better in the sense

that it also allows users to counicate over ;M;+ which is certainly a big advantage for

those who do not have access to obile *nternet or data on thego and for counicating

with your friends without /i,e a%% fro within the sae a%%)

That said+ we %layed around with the a%% a bit on the iO; and Android %latfors to see

what is refreshing about it that has ade it the o)# To% @ree a%% in the ?oogle :lay

;tore 3*t is %laced at the third %osition under To% @ree a%%s in the *ndia A%%le A%% ;tore5)

HI?E

Let the ;M;ing begin7

/i,e offers essaging in three different ways) /i,eto/i,e essaging with other %hones

is unliited and free worldwide) ;econd+ you can counicate with other sart%hone

users who donHt have /i,e via ;M;+ which is only restricted to *ndia at the oent)

@inally+ you can essage any other %hone user via ;M;) -ut beware+ if you constantly

bug another user with /i,e+ they are given a code that they can use to bloc, you)

On the bright side+ each /i,e user gets #"" @ree /i,e ;M; every onth to essage

those friends who arenHt on /i,e)+ which gets re%lenished each onth and in case any

friend joins the a%% on your request via ;M;+ you get #" @ree ;M; e(tra and the

co%any will also be awarding each user with 9" free ;M; %er onth for each friend

they have invited to /i,e) Other ways of inviting friends are through @aceboo,+ Twitter

and eail)

.Introduction

.1 4hat'App:

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0hatsA%% Messenger is a %ro%rietary+ cross%latfor instant essaging service for

sart%honeswithout having to %ay for ;M;) *n addition to te(t essaging+ users can send

each other iages+ video and audio edia essages as well as their location using

integrated a%%ing features) The client software is available for ?oogle Android+

-lac,-erry O;+ and A%%le iO;+ selected o,ia ;eries E"+ ;ybian+ selected o,ia Asha

%latfor+ Microsoft 0indows :hone and -lac,-erry #")

0hatsA%% *nc) was founded in !""& by Aericans -rian Acton and 1an 2ou 3also the

C4O5+ both forer e%loyees of 6ahoo7+ and is based in Mountain 8iew+ California) The

co%any e%loys 99 %eo%le)

0hatsA%%+ a drea coe true of tal,ing to a friend sitting oceans a%art through radio

waves+ eans absolutely free) 0hat used to cost a soewhere between Rs) 9#9 %er

essage was brought down to being free by online essaging li,e 0ay!;M;)

This was still found to be cubersoe by %eo%le ainly due the involveent of internet

which required logging or signing in a %ersonal co%uter or la%to%) This is where

0hatsA%% wal,ed in to a,e life easy for ;art%hone users) *t leveraged on the

increasing %o%ularity of the ter+ ;tay Connected=)

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0here %eo%le wanted staying in touch with their friends and loved ones for as low a %rice

as %ossible+ 0hatsA%% reoved the %rice as%ect fro it) *t sees this a%%lication builders

leveraged on the growing %o%ulation of ;hort essage service 3;M;5= users)

Co%eting with a nuber of Asianbased essaging services 3li,e L*4+ 2a,aoTal,+

0eChat5+ 0hatsA%% handled ten billion essages %er day in August !"#!+ growing fro

two billion in A%ril !"#!+ and one billion the %revious October) On 1une #$+ !"#$+

0hatsA%% announced that they had reached their new daily record by %rocessing !B

billion essages) According to the @inancial Ties+ 0hatsA%% .has done to ;M; on

obile %hones what ;,y%e did to international calling on landlines).

As of oveber #"+ !"#$+ 0hatsA%% had over #&" illion onthly active users+ E""

illion %hotos are shared each day+ and the essaging syste handles ore than #"

billion essages each day) *n a Deceber !"#$ blog %ost+ 0hatsA%% claied that E""

illion active users use the service each onth)

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On @ebruary #&+ !"#E+ @aceboo, *nc) announced it is acquiring 0hatsA%% *nc) for

G;#& billion) @aceboo, will %ay E billion in cash+ #! billion in @aceboo, shares and

$ billion in restricted stoc, units to be granted to 0hatsA%% founders and e%loyees

that will vest over four years

. BAC?GRON(

Hi'tor&

An invention by two guys with an e(%erience of !" years at 6ahoo7 *nc)= as %er the

official website+ 0hatsA%% stirred hard the broth -lac,-erry 3--5 had tried to+ but could

only cater to -lac,-erry users+ in the for of -- Messenger) o wonder+ the success of

0hatsA%% is uch greater 3in ters of nuber of users5 co%ared to -lac,-erryMessenger) *t is su%%orted by any %latfors – 0indows+ -lac,-erry+ Android etc) *t

has even anaged to enter the territory of A%%le+ which is otherwise difficult to cross for

a nonA%%leade a%%lication)

0hat=s u%=+ the ongoing hoony %un+ soehow a,es it easier for the youth to

connect with 0hatsA%% 3*ntelligent naing5)

@ro being a ulti%ur%ose+ userfriendly+ connectivity a%%lication to allowing sharing of

not only essages but also iages+ audio files and videos+ 0hatsA%% is a rage) The

reason is %retty obvious – @ro downloading it to using it+ 0hatsA%% is free7

-ut then 0hatsA%% does cost you soething) *t deands an internet connection+ on the

sart%hone handset+ to be in use) 1ust out of curiosity+ * wonder then why should one not

be as cra>y about using ?tal, or 6ahoo essenger or AOL as well) ;oe of us ust

have heard of the ,i,= a%%lication which followed in the footste%s of 0hatsA%% and was

a declared success) 0hy+ all of these are free too+ with the internet connectionS That

a,es the as well equi%%ed as 0hatsA%%)

0hat+ then+ distinguishes 0hatsA%% fro the other free of cost a%%licationsS

TECHNICAL

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social networ,ing a%%lications uses a custoi>ed version of the o%en standard 4(tensible

Messaging and :resence :rotocol 3UM::5) G%on installation+ it creates a user account

using oneHs %hone nuber as the usernae 31abber *DI V%hone nuberW

Xs)whatsa%%)net5) social networ,ing a%%lications autoatically co%ares all the %hone

nubers fro the deviceHs address boo, with its central database of social networ,ing

a%%lications users to autoatically add contacts to the userHssocial networ,ing

a%%licationscontact list) :reviously the Android and ;E" versions used an MD9hashed+

reversedversion of the %honeHs *M4* as %assword+ while the iO; version used the

%honeHs 0i@i MAC address instead of *M4*) A !"#! u%date now generates a rando

%assword on the server side)

social networ,ing a%%lications is su%%orted on ost Android+ -lac,-erry+ i:hone+ o,ia+

and 0indows sart%hones) All Android %hones running the Android !)# and above+ all

-lac,-erry devices running O; E)B and later+ including -lac,-erry #"+ and all i:hones

running iO; E)$ and later)

Multiedia essages are sent by u%loading the iage+ audio or video to be sent to an

/TT: server and then sending a lin, to the content along with its -aseE encoded

thubnail 3if a%%licable5)

PRI*AC3

A ajor %rivacy and security %roble has been the subject of a joint CanadianDutch

governent investigation) The %riary concern was that social networ,ing a%%lications

required users to u%load their obile %honeHs entire address boo, tosocial networ,ing

a%%lications servers so thatsocial networ,ing a%%lications could discover who+ aong the

usersH contacts+ is available viasocial networ,ing a%%lications) 0hile this is a fast and

convenient way to quic,ly find and connect the user with contacts who are also

usingsocial networ,ing a%%lications+ it eans that their address boo, was then irrored

on the social networ,ing a%%lications servers+ including contact inforation for contacts

who are not using social networ,ing a%%lications) This inforation was stored in hashed+

though not salted for and without .additional. identifying inforation such as a nae+

although the stored identifying inforation is sufficient to identify every contact)

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On March $#+ !"#$+ the telecounications authority in ;audi Arabia+ the

Counications and *nforation Technology Coission 3C*TC5+ issued a stateent

regarding %ossible easures againstsocial networ,ing a%%lications+ aong other

a%%lications+ unless the service %roviders too, serious ste%s to co%ly with onitoring

and %rivacy regulations)

One of the drawbac,s of social networ,ing a%%lications is that the user does not need to

send a friend request to send essages to another user) /owever+ users can bloc,

nubers onsocial networ,ing a%%lications)

.% AC@ISITION:A 1 -i""ion -et -& Face-oo6 On @ebruary #&+ !"#E+ @aceboo, announced it would be acquiring0hatsA%% for S1

-i""ion) *t will %ay E billion in cash+ #! billion in @aceboo, shares and an

additional $ billion in restricted stoc, units to be granted to 0hatsA%%Hs

founders+ 1an 2ou+ -rian Acton+ and e%loyees that will vest

over four years subsequent to closing) The

transaction is the largest %urchase of a

co%any bac,ed by venture ca%italists

ever) The deal ha%%ened only onths after

a venture ca%ital financing round valued

the business at alost #)9 billion)

At a ,eynote %resentation at the Mobile 0orld

Congress in -arcelona in @ebruary !"#E+ @aceboo, C4O Mar, Fuc,erberg said that

@aceboo,Hs acquisition of 0hatsA%% was closely related to the *nternet)org vision)

According to a TechCrunch article+ Fuc,erbergHs vision for *nternet)org was as followsI

.The idea+ he said+ is to develo% a grou% of basic internet services that would be free of

charge to use Y Qa # for the internet) These could be a social networ,ing service li,e@aceboo,+ a essaging service+ aybe search and other things li,e weather) :roviding a

bundle of these free of charge to users will wor, li,e a gateway drug of sorts Y users

who ay be able to afford data services and %hones these days just don=t see the %oint of

why they would %ay for those data services) This would give the soe conte(t for why

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they are i%ortant+ and that will lead the to %aying for ore services li,e this Y or so

the ho%e goes).

.) 4h& 'e 'ocia" net7or6in# app"ication' 8Ad=anta#e'9

*t ay be any one of the following –

No Hidden Co't: Once download the a%%lication+ can use it to chat as uch as

one want) ;end a illion essages a day for free7 social networ,ing a%%lications

uses *nternet connectionI $?4D?4 or 0i@i when available) @irst year @R447

3")&& G;Dyear after5) 2u"ti+edia: ;end 8ideo+ *ages+ and 8oice notes to friends and contacts) The

%lethora of cool and fun,y eoticons offered by social networ,ing a%%lications No need to add -uddie'I Adding a friend onsocial networ,ing a%%lications is

si%le) 6our contacts who already have social networ,ing a%%lications hisher

sart%honewill be autoatically dis%layed and connected to you viasocial

networ,ing a%%lications) No need to Lo#inLo#out Isocial networ,ing a%%lications doesn=t require any

;ignin= or Log out=) o ore confusion about getting logged off fro another

co%uter or device) 0ith %ush notifications social networ,ing a%%lications is

AL0A6; O and AL0A6; CO4CT4D) Group Chat: 4njoy grou% conversations with one=s contacts)

No Internationa" Char#e': just li,e there is no added cost to send an

international eail+ there is any cost to sendsocial networ,ing a%%lications) Chat

with friends all over the world as long as they havesocial networ,ing

a%%licationsinstalled and avoid those %es,y international ;M; costs) Sa& no to PIN' and 'erna+e': 0hy even bother having to reeber yet

another :* or usernaeS social networ,ing a%%lication wor,s with %hone

nuber+ just li,e ;M; would+ and integrates flawlessly with e(isting %hone

address boo,) O!!"ine 2e''a#e'I 4ven if soeone iss %ush notifications or turn off

%hone+social networ,ing a%%licationswill save essages offline until retrieve

the during the ne(t a%%lication use)

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And 2uch 2oreI ;hare location+ 4(change contacts+ Custo wall%a%er+ Custo

notification sounds+ Landsca%e ode+ :recise essage tie sta%s+ 4ail chat

history+ -roadcast essages and MM; to any contacts at once and uch uch

ore7

There can be a lot ore than these) @or soe+ it=s the ease of clic,ing thesocial

networ,ing a%%lications icon+ going to the chat with a friend and seeing when was the last

tie heshe was seen online on the a%%) @or others+ it=s the cool way in which one can

u%date hisher status without really bothering everyone on hisher friend list to becoe

aware of the sae by a %o%u% in their res%ective %rofile 3 A friend=s status can be ,nown

only by going to 8iew %rofile=5)

The teleco industry did not ta,e long to reali>e that Conference call= was a uch

needed value added service) /ence+ acce%ting the custoer deands+ social networ,ing

a%%lications too added a fascinating feature of ?rou% Chat= in @eb !"##) ot only is it

easy to create a grou% onsocial networ,ing a%%lications+ it is equally easy to quit the

grou% too)

social networ,ing a%%lications has constantly been adding ore and ore handsets to its

,itty over the tie and inforing users of the sae through its website and blog)

-ut fae is a doubleedged sword) And so it ha%%ens that there has been a ruour ta,ing

soe rounds< recently there was a hoa( aboutsocial networ,ing a%%lications charging a

fee for its usage to the users whose screen logo did not turn red)

'ocia" net7or6in# app"ication'top' Nie"'en India Con'u+er Ran6in#:

Mobile essenger 0hatsA%%H eerges as the ost engaging obile a%%< nearly half

3EB'5 of the res%ondents engage with sart%hone essenger servicesocial networ,ing

a%%lications and s%end !E inutes a day chatting a,ing it the to% sart%hone a%% for urban *ndian consuers) 0hile social networ,ing website @aceboo, 3!nd5+ reaches out to

over half the res%ondents 39#'5+ engageent tie on the sart%hone a%% is #" inutes a

day)

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24/67

This is the findings of Consuer Ran,ings for *ndia launched recently+ by Nie"'en+ a

global %rovider of inforation and insights into what consuers watch and buy)

;ourceIhtt%Iwww)dqwee,)codqwee,news#BE&&!whatsa%%fli%,artvodafoneto%snielsenindiaconsuerran,ing

., 4h& 'ocia" net7or6in# app"ication' i' 'o popu"ar in India:

According to recent re%orts+social networ,ing a%%lications=s active user base has ore

than doubled to E$" illion active users fro nearly !"" illion users in August !"#$

and now handles around 9" billion essages 3sent and received5 daily) ;o in the industry

it is believe that with such an accelerating growth volue+ the cross%latfor essaging

%latfor ay soon overta,e the ;M;7

On its growing %o%ularity+ users have cited different reasons such as its ease of use+ great

s%eed offered by the a%%lication and ulti%le device co%atibility) ;till others feel that

the technology offers a cost effective way of sharing things with %eo%le in any %art of the

world)

# social networ,ing a%%lications has been the to% driver for sart%hone %enetration

in *ndia)

! The big a%%eal of this instantessaging a%% that wor,s across all sart%hones wasthat it was nearly free barring the low cost of a basic obile data %lan unli,e

;M; te(t)social networ,ing a%%lications did to ;M; what ;,y%e did to

international %hone calls)$ social networ,ing a%%lications now %ac,s in ore features+ while reaining clean+

fast+ si%le) *tHs the %referred way to share ultiedia now %ictures+ audio and

video) MM; a version of ;M; once used for ultiedia is dead)E *ts ost %o%ular feature today is its handling of grou%s) That one thing ta,es it into

the real of social edia)9 Tata (oco+otoo has joined hands with 0hatsA%% develo%ers and launched

e(clusive social networ,ing a%%lications data pac6'to offer unliited social

networ,ing a%%lications usage to its subscribers for less than !") Q0e have seen a

decrease of about !" %er cent in ;M; traffic in the recent %ast after our subscribers

24

http://www.dqweek.com/dq-week/news/174992/whatsapp-flipkart-vodafone-tops-nielsen-india-consumer-rankinghttp://www.dqweek.com/dq-week/news/174992/whatsapp-flipkart-vodafone-tops-nielsen-india-consumer-rankinghttp://www.dqweek.com/dq-week/news/174992/whatsapp-flipkart-vodafone-tops-nielsen-india-consumer-rankinghttp://www.dqweek.com/dq-week/news/174992/whatsapp-flipkart-vodafone-tops-nielsen-india-consumer-rankinghttp://www.dqweek.com/dq-week/news/174992/whatsapp-flipkart-vodafone-tops-nielsen-india-consumer-ranking


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started to use obile a%%lication li,e 0hatsA%%+ the s%o,es%erson for a teleco

co%any said)

. 4hat'App Reache' ),D 2i""ion Acti=e 'er'

This chart illustrates the incredible growth of sart %hone essaging service

0hatsa%%)

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'ocia" net7or6in# app"ication' > Fi=e Force' Ana"&'i'

Bar#ainin# Po7er o! Supp"ier'

Hi#h co+petition a+on# 'upp"ier' – /igh levels of co%etition aong su%%liers acts

to reduce %rices to %roducers) This is a %ositive forsocial networ,ing a%%lications) ./igh

co%etition aong su%%liers 3social networ,ing a%%lications5. has a significant i%act+

so an analyst should %ut ore weight into it) This stateent will have a shortter

%ositive i%act on this entity+ which adds to its value) ./igh co%etition aong su%%liers

3social networ,ing a%%lications5. is an easily defendable qualitative factor+ so co%eting

institutions will have a difficult tie overcoing it) ./igh co%etition aong su%%liers

social networ,ing a%%lications . will have a longter negative i%act on this entity+

which subtracts fro the entityHs value)

Bar#ainin# Po7er o! Cu'to+er'

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Lar#e nu+-er o! cu'to+er' 0hen there are large nubers of custoers+ no one

custoer tends to have bargaining leverage) Liited bargaining leverage hel%s social

networ,ing a%%lications.

Product i' i+portant to cu'to+er 0hen custoers cherish %articular %roducts they

end u% %aying ore for that one %roduct) This %ositively affectssocial networ,ing

a%%lications) This stateent will have a shortter negative i%act on this entity+ which

subtracts fro its value)

Inten'it& o! E/i'tin# Ri=a"r&

Fa't indu'tr& #ro7th rate – 0hen industries are growing revenue quic,ly+ they are less

li,ely to co%ete+ because the total industry si>e is also growing) The only way to grow

in slow growth industries is to steal ar,etshare fro co%etitors) @ast industry growth

%ositively affects)

Re"ati=e"& !e7 co+petitor' @ew co%etitors ean fewer firs are co%eting for the

sae custoers and resources+ which is a %ositive for social networ,ing a%%lications)

.Relatively few co%etitors social networ,ing a%%lications . has a significant i%act+ so

an analyst should %ut ore weight into it) .Relatively few co%etitors social networ,ing

a%%lications will have a longter %ositive i%act on the this entity+ which adds to its

value)

Threat o! Su-'titute'

Su-'titute ha' "o7er per!or+ance A lower %erforance %roduct eans a custoer is

less li,ely to switch frosocial networ,ing a%%lications to another %roduct or service)

Su-'titute i' "o7er ua"it& – A lower quality %roduct eans a custoer is less li,ely to

switch fro social networ,ing a%%lications to another %roduct or service)

27

http://www.wikiwealth.com/five-forces-customer:whatsapp:product-is-important-to-customhttp://www.wikiwealth.com/five-forces-rivalry:whatsapp:fast-industry-growth-rate-whatshttp://www.wikiwealth.com/five-forces-rivalry:whatsapp:relatively-few-competitors-whathttp://www.wikiwealth.com/five-forces-substitute:whatsapp:substitute3-whatsapphttp://www.wikiwealth.com/five-forces-substitute:whatsapp:substitute2-whatsapphttp://www.wikiwealth.com/five-forces-customer:whatsapp:product-is-important-to-customhttp://www.wikiwealth.com/five-forces-rivalry:whatsapp:fast-industry-growth-rate-whatshttp://www.wikiwealth.com/five-forces-rivalry:whatsapp:relatively-few-competitors-whathttp://www.wikiwealth.com/five-forces-substitute:whatsapp:substitute3-whatsapphttp://www.wikiwealth.com/five-forces-substitute:whatsapp:substitute2-whatsapp


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Threat o! Ne7 Co+petitor'

Stron# di'tri-ution net7or6 reuired – 0ea, distribution networ,s ean goods are

ore e(%ensive to ove around and soe goods don=t get to the end custoer) The

e(%ense of building a strong distribution networ, %ositively affectssocial networ,ing

a%%lications.

Stron# -rand na+e' are i+portant *f strong brands are critical to co%ete+ then new

co%etitors will have to i%rove their brand value in order to effectively co%ete)

;trong brands %ositively affectsocial networ,ing a%%lications.

Patent' "i+it ne7 co+petition :atents that cover vital technologies a,e it difficult

for new co%etitors+ because the best ethods are %atented) :atents %ositively

affectsocial networ,ing a%%lications. .:atents liit new co%etition 3social networ,ing

a%%lications5. has a significant i%act+ so an analyst should %ut ore weight into it)

Ad=anced techno"o#ie' are reuired Advanced technologies a,e it difficult for new

co%etitors to enter the ar,et because they have to develo% those technologies before

effectively co%eting) The requireent for advanced technologies %ositively

affectssocial networ,ing a%%lications.

PESTLE ANAL3SIS

Po"itica"

The %o%ular free unliited servicesocial networ,ing a%%licationsight be bloc,ed in

;audi Arabia Hwithin wee,sH+ local news%a%er Aleqtisadiah re%orted)

CountryHs Counications and *nforation Technology Coission 3C*TC5 claied

that the service doesn=t co%ly with local rules and regulations)

28

http://www.wikiwealth.com/five-forces-competitor:whatsapp:strong-distribution-networkhttp://www.wikiwealth.com/five-forces-competitor:whatsapp:strong-brand-names-are-imporhttp://www.wikiwealth.com/five-forces-competitor:whatsapp:patents-limit-new-competitiohttp://www.wikiwealth.com/five-forces-competitor:whatsapp:advanced-technologies-are-rehttp://www.aleqt.com/http://www.wikiwealth.com/five-forces-competitor:whatsapp:strong-distribution-networkhttp://www.wikiwealth.com/five-forces-competitor:whatsapp:strong-brand-names-are-imporhttp://www.wikiwealth.com/five-forces-competitor:whatsapp:patents-limit-new-competitiohttp://www.wikiwealth.com/five-forces-competitor:whatsapp:advanced-technologies-are-rehttp://www.aleqt.com/


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Econo+ic

@avorable econoic environent

Socia"

Age – owadays+social networ,ing a%%lications is used by in between !" to E" years of

age) 4arlier %eo%le used te(t essages+ that is+ ;M;+ but nowadays they have started

using it for counications with their friends and faily) :eo%le can also send voice

essages+ iages+ as well as video through social networ,ing a%%lications) As we

,now+social networ,ing a%%lications is available in free of cost for # year) And for

accessing data+ one needs data %lant to send and receive essages)

Techno"o#ica"

Co+pati-i"it& > The co%atibility for social networ,ing a%%lications starts fro o,ia

;E" %hones+ the least one a%%sco%atibility wise) After this its co%atibility increases to

o,ia ;E" ;ybian+ ;"+ and AndroidiO;-- O;0indows+ etc)

Inter!ace social networ,ing a%%lications interface is quite easy and si%le to handle)

social networ,ing a%%lications launches u%dates frequently to a,e its interface ore

a%%ealing and user friendly but ainly its interface de%ends on ty%e of %latfor who are

using)

Band7idth – 0ith just te(ting o%tion+ social networ,ing a%%lications does not ta,e uch

bandwidth) Only downloading ay force it to use high networ, charges+ but if you are

te(ting only+ then social networ,ing a%%lications ta,es very less bandwidth)

Securit& – One need to have wor,ing registered %hone nubers to use social networ,ing

a%%lications) The a%%s scans contact list and searches for %eo%le who already use it) One

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can chat with the+ but bloc,ing o%tions is also there for security) *f one don=t want to

chat or contact that annoying %erson in one=s contact list+ one can bloc, the) -loc,ing

soeone eans that one don=t receive essages fro the %erson one bloc,ed)

Le#a"

social networ,ing a%%lications legal factors consists of I

Acceptance – *t is an agreeent between social networ,ing a%%lications the owner and

o%erator of www)whatsa%%)co + the whatsa%% software including social networ,ing

a%%lications and user of software) Gsing the service+ user agrees to the ters of service

and %rivacy %olicy)

4hat'app Ser=ice – The ters of service a%%lies to the all users of social networ,ing

a%%lications) *nforation %rovided by users to social networ,ing a%%lications+ ay

%rovide lin,s to third %arty websites)

Acce'' – social networ,ing a%%lications %erits user service only for %ersonal use and

doesn=t not grand %ersission to resend or change use of access for service) The user will

not be able to du%licates or co%y any %art of service)

Grand Strate#&

30

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• ?rand strategies+ often called aster or business strategies+ %rovide basic

direction for strategic actions) *t *ndicate the tie %eriod over which longrange

objectives are to be achieved)

• Many firs involved with ulti%le industries+ businesses+ %roduct lines+ or

custoer grou%s usually cobine several grand strategies)

• Any one of these strategies could serve as the basis for achieving the ajor long

ter objectives of a single fir)

The four alternatives of grand strategy are as followsI

Sta-i"it& ;tability eans to reain the sae si>e or to grow slowly and in a

controlled fashion) *n case of social networ,ing a%%lications stability+social

networ,ing a%%lications is available on every o%erating systes of sart%hones)

@uadrant I

G"o-a" Brand Strate#&

o social networ,ing a%%lications should a,e available in country s%ecific

languages)Product Line (e=e"op+ent

1. Allow requesting other syste+ that is+ user should be able to contact other

%eo%le who are not in his %hone directory). *t should be able to a,e calls)%. ;creen sharing)

3-Strategyon 'ocia" net7or6in# app"ication'

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IT STRATEG3 ON 'ocia" net7or6in# app"ication'

social networ,ing a%%lications has been a ajor contributor of !9' decline of ;M; in

;%ain) Chinese 0e Chat has over $"" illion users) Over &"' of 2orean sart %hone

users use 2a,aotal,) These are just a few e(a%les of the rising trend of the obileinstant essaging 3M*M5)

*nstant essaging as such is not a new thing 3reeber *CZS5+ but there are certain

reasons why it has had its resurrection nowI

1. Phone' are increa'in#"& +ore a-out data than ta"6in#

*n develo%ed countries nearly every new %hone sold is sart %hone) ;art %hones

are increasingly ore about being sart than %hone) There is a%% for that+ now

also for the basic %hone features 3tal,ing and te(ting5). That data i' #ettin# !a'ter

ew E? LT4 3Long ter evolution5 %hones will enable highs%eed data for obile

%hones) This o%ens new o%%ortunities for what ,ind of content we can e(change in

M*M %latfors)%. Face-oo6 i' 'o hu#e that it i' a"read& +a'' -roadca'tin#

*f you are average @aceboo, user sending your status u%date+ the odds are that the

essage will be seen by your faily+ friends and colleagues %lus countless of

%eo%le you do not even ,now about) This is great+ but serves ore of %eo%le[s

need for vanity and instant recognition) The ost eaningful conversations

ha%%en with the %eo%le you ,now) ;ae %henoenon has been also reason for the

success of :ath)). There i' a"7a&' need !or 1>to>1 co++unication

;oe ight argue that @aceboo, essage does the tric,) /owever the challenge is

that @aceboo, is already flooded with so any essages+ it is not that reliable way

to catch %eo%le 3at least not all of the5) :hone has been relevant for so long

because you can be quite certain that your essage is received) Although

@aceboo, has increased the nuber of Qfriends+ it has not really increase the

nuber of Qreal friends) The aount of those real friends is liited and any of

interactions with those %eo%le we want to ,ee% %rivate)

Face-oo6 2e''en#er *'4hat'app 2e''en#er in D1%

32

http://www.guardian.co.uk/technology/shortcuts/2012/dec/04/whatsapp-new-text-messaginghttp://www.guardian.co.uk/technology/shortcuts/2012/dec/04/whatsapp-new-text-messaginghttp://www.guardian.co.uk/technology/shortcuts/2012/dec/04/whatsapp-new-text-messaginghttp://en.wikipedia.org/wiki/WeChathttp://en.wikipedia.org/wiki/WeChathttp://www.techinasia.com/kakaotalk-windows-phone-app-launch/http://www.techinasia.com/kakaotalk-windows-phone-app-launch/http://www.techinasia.com/kakaotalk-windows-phone-app-launch/http://en.wikipedia.org/wiki/LTE_(telecommunication)http://www.postadvertising.com/2012/03/path-the-anti-social-network/http://www.postadvertising.com/2012/03/path-the-anti-social-network/http://www.postadvertising.com/2012/03/path-the-anti-social-network/http://www.guardian.co.uk/technology/shortcuts/2012/dec/04/whatsapp-new-text-messaginghttp://www.guardian.co.uk/technology/shortcuts/2012/dec/04/whatsapp-new-text-messaginghttp://en.wikipedia.org/wiki/WeChathttp://www.techinasia.com/kakaotalk-windows-phone-app-launch/http://www.techinasia.com/kakaotalk-windows-phone-app-launch/http://en.wikipedia.org/wiki/LTE_(telecommunication)http://www.postadvertising.com/2012/03/path-the-anti-social-network/http://www.postadvertising.com/2012/03/path-the-anti-social-network/


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,. 4or"d i' #ettin# '+a""er

Majority of M*M a%%lications wor, internationally) The bread and butter of Telcos

%rofit argins has been charging for international calls and roaing) M*M

a%%lications do not have those international boundaries) 6ou want to counicate

with your friends no atter where they geogra%hically are). 4or"d i' #ettin# +ore =i'ua"

Although ;M;essages have been relatively chea%+ telcos are still ta,ing quite

big %reiu with ultiedia essages) 0ith M*M a%%lications you can send

whatever data %ossible and the because of the %oint ! the alternatives are actually

increasing all the tie) -asic ;M; ty%e of essaging is just the beginning for

M*M a%%lications and there will be %robably lots of innovations in what ,ind of

counication there will be)

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• Advanced technology

• Recogni>ed a%%lication

• Moderni>ation of %eo%le

• *ncreased deand for sart %hones

Threat':

• Co%etition

•

:roduct substitution

• ;iilar a%%lications and free

%.1 'ocia" net7or6in# app"ication'2ICHAEL PORTERS FI*E FORCES

ANAL3SIS

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1. Inten'it& o! E0ISTING Ri=a"r&

Fa't indu'tr& #ro7th rate – 0hen industries are growing revenue quic,ly+ they are less

li,ely to co%ete+ because the total industry si>e is also growing) The only way to grow

in slow growth industries is to steal ar,etshare fro co%etitors) @ast industry growth

%ositively affects)

Re"ati=e"& !e7 co+petitor' @ew co%etitors ean fewer firs are co%eting for thesae custoers and resources+ which is a %ositive for social networ,ing a%%lications)

.Relatively few co%etitors 3social networ,ing a%%lications5. has a significant i%act+ so

an analyst should %ut ore weight into it) .Relatively few co%etitors 3social networ,ing

a%%lications5. will have a longter %ositive i%act on the entity+ which adds to its value)

. Barrier' o! ENTR3

Stron# di'tri-ution net7or6 reuired – 0ea, distribution networ,s ean goods are

ore e(%ensive to ove around and soe goods don=t get to the end custoer) The

e(%ense of building a strong distribution networ, %ositively affects social networ,ing

a%%lications.

Stron# -rand na+e' are i+portant *f strong brands are critical to co%ete+ then new

co%etitors will have to i%rove their brand value in order to effectively co%ete)

;trong brands %ositively affect social networ,ing a%%lications.

Patent' "i+it ne7 co+petition :atents that cover vital technologies a,e it difficult

for new co%etitors+ because the best ethods are %atented) :atents %ositively affect

36

http://www.wikiwealth.com/five-forces-rivalry:whatsapp:fast-industry-growth-rate-whatshttp://www.wikiwealth.com/five-forces-rivalry:whatsapp:relatively-few-competitors-whathttp://www.wikiwealth.com/five-forces-competitor:whatsapp:strong-distribution-networkhttp://www.wikiwealth.com/five-forces-competitor:whatsapp:strong-brand-names-are-imporhttp://www.wikiwealth.com/five-forces-competitor:whatsapp:patents-limit-new-competitiohttp://www.wikiwealth.com/five-forces-rivalry:whatsapp:fast-industry-growth-rate-whatshttp://www.wikiwealth.com/five-forces-rivalry:whatsapp:relatively-few-competitors-whathttp://www.wikiwealth.com/five-forces-competitor:whatsapp:strong-distribution-networkhttp://www.wikiwealth.com/five-forces-competitor:whatsapp:strong-brand-names-are-imporhttp://www.wikiwealth.com/five-forces-competitor:whatsapp:patents-limit-new-competitio


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social networ,ing a%%lications. .:atents liit new co%etition 3social networ,ing

a%%lications5. has a significant i%act+ so an analyst should %ut ore weight into it)

Ad=anced techno"o#ie' are reuired Advanced technologies a,ing it difficult for

new co%etitors to enter the ar,et because they have to develo% those technologies

before effectively co%eting) The requireent for advanced technologies %ositively

affects social networ,ing a%%lications.

%. Bar#ainin# Po7er o! CSTO2ERS

Lar#e nu+-er o! cu'to+er' 0hen there are large nubers of custoers+ no one

custoer tends to have bargaining leverage) Liited bargaining leverage hel%s social

networ,ing a%%lications.

Product i' i+portant to cu'to+er 0hen custoers cherish %articular %roducts they

end u% %aying ore for that one %roduct) This %ositively affects social networ,ing

a%%lications) This stateent will have a shortter negative i%act on this entity+ which

subtracts fro its value)

). Bar#ainin# Po7er o! SPPLIERS

Hi#h co+petition a+on# 'upp"ier' – /igh levels of co%etition aong su%%liers acts

to reduce %rices to %roducers) This is a %ositive for social networ,ing a%%lications) ./igh

co%etition aong su%%liers 3social networ,ing a%%lications5. has a significant i%act+

so an analyst should %ut ore weight into it) This stateent will have a shortter

%ositive i%act on this entity+ which adds to its value) ./igh co%etition aong su%%liers

3social networ,ing a%%lications5. is an easily defendable qualitative factor+ so co%eting

institutions will have a difficult tie overcoing it) ./igh co%etition aong su%%liers

3social networ,ing a%%lications5. will have a longter negative i%act on this entity+which subtracts fro the entityHs value)

,. Threat o! SBSTITTES

Su-'titute ha' "o7er per!or+ance A lower %erforance %roduct eans a custoer is

less li,ely to switch fro social networ,ing a%%lications to another %roduct or service)

37

http://www.wikiwealth.com/five-forces-competitor:whatsapp:advanced-technologies-are-rehttp://www.wikiwealth.com/five-forces-customer:whatsapp:product-is-important-to-customhttp://www.wikiwealth.com/five-forces-supplier:whatsapp:high-competition-among-suppliehttp://www.wikiwealth.com/five-forces-substitute:whatsapp:substitute3-whatsapphttp://www.wikiwealth.com/five-forces-competitor:whatsapp:advanced-technologies-are-rehttp://www.wikiwealth.com/five-forces-customer:whatsapp:product-is-important-to-customhttp://www.wikiwealth.com/five-forces-supplier:whatsapp:high-competition-among-suppliehttp://www.wikiwealth.com/five-forces-substitute:whatsapp:substitute3-whatsapp


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Su-'titute i' "o7er ua"it& – A lower quality %roduct eans a custoer is less li,ely to

switch fro social networ,ing a%%lications to another %roduct or service)

%. PESTLE ANAL3SIS

Po"itica"

The %o%ular free unliited service social networ,ing a%%lications ight be bloc,ed in

;audi Arabia Hwithin wee,sH+ local news%a%er Aleqtisadiah re%orted)

CountryHs Counications and *nforation Technology Coission 3C*TC5 claied

that the service doesn=t co%ly with local rules and regulations)

Econo+ic

@avorable econoic environent

Socia"

Age – owadays+ social networ,ing a%%lications is used by in between !" to E" years of

age) 4arlier %eo%le used te(t essages+ that is+ ;M;+ but nowadays they have started

using it for counications with their friends and faily) :eo%le can also send voice

essages+ iages+ as well as video through social networ,ing a%%lications) As we ,now+

social networ,ing a%%lications is available in free of cost for # year) And for accessing

data+ one needs data %lant to send and receive essages)

Techno"o#ica"

Co+pati-i"it& > The co%atibility for social networ,ing a%%lications starts fro o,ia

;E" %hones+ the least one a%%sco%atibility wise) After this its co%atibility increases to

o,ia ;E" ;ybian+ ;"+ and AndroidiO;-- O;0indows+ etc)

38

http://www.wikiwealth.com/five-forces-substitute:whatsapp:substitute2-whatsapphttp://www.wikiwealth.com/five-forces-substitute:whatsapp:substitute2-whatsapphttp://www.aleqt.com/http://www.wikiwealth.com/five-forces-substitute:whatsapp:substitute2-whatsapphttp://www.aleqt.com/


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Inter!ace social networ,ing a%%lications interface is quite easy and si%le to handle)

0hatsa%% launches u%dates frequently to a,e its interface ore a%%ealing and user

friendly but ainly its interface de%ends on ty%e of %latfor who are using)

Band7idth – 0ith just te(ting o%tion+ whatsa%% does not ta,e uch bandwidth) Only

downloading ay force it to use high networ, charges+ but if you are te(ting only+ then

whatsa%% ta,es very less bandwidth)

Securit& – One need to have wor,ing registered %hone nubers to use whatsa%%) The

a%%s scans contact list and searches for %eo%le who already use it) One can chat with

the+ but bloc,ing o%tions is also there for security) *f onedoesn=t want to chat or contact

that annoying %erson in one=s contact list+ one can bloc, the) -loc,ing soeone eans

that one don=t receive essages fro the %erson one bloc,ed)

Le#a"

social networ,ing a%%lications legal factors consistofI

Acceptance – *t is an agreeent between social networ,ing a%%lications *nc)+ the owner

and o%erator of www)whatsa%%)co + the social networ,ing a%%lications software

including whatsa%% essenger and user of software) Gsing the service+ user agrees to the

ters of service and %rivacy %olicy)

4hat'app Ser=ice – The ters of service a%%lies to the all users of social networ,ing

a%%lications) *nforation %rovided by users to social networ,ing a%%lications+ ay

%rovide lin,s to third %arty websites)

Acce'' – social networ,ing a%%lications %erits user service only for %ersonal use and

doesn=t not grand %erission to resend or change use of access for service) The user will

not be able to du%licates or co%y any %art of service)

Grand Strate#&

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?rand strategies+ often called aster or business strategies %rovide basic direction

for strategic actions) *t *ndicate the tie %eriod over which longrange objectives

are to be achieved)

Many firs involved with ulti%le industries+ businesses+ %roduct lines+ or

custoer grou%s usually cobine several grand strategies)

Any one of these strategies could serve as the basis for achieving the ajor long

ter objectives of a single fir)

The four alternatives of grand strategy are as followsI Sta-i"it& ;tability eans to reain the sae si>e or to grow slowly and in a

controlled fashion) *n case of 0hatsa%%stability+0hatsa%% is available on every

o%erating syste of sart%hones) G"o-a" Brand Strate#&

o

0hatsa%% should a,e available in country s%ecific languages) Product Line (e=e"op+ent

#) Allow requesting other syste+ that is+ user should be able to contact other

%eo%le who are not in his %hone directory)!) *t should be able to a,e calls)$) ;creen sharing)

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Future

0hat lies ahead is ,nown by none) The a%%lication is free today but ay not be

toorrow or so the tal,s go around)

As far as the facilities %rovided are concerned+ social networ,ing a%%lications today does

not %rovide the o%tion of Calling= 3although its logo has a %hone receiver inscribed in the

centre75) *t ay have this in future) 0ith the technology growing in lea%s and bounds+ we

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ay also e(%ect a ;,y%eli,e free video call via social networ,ing a%%lications) 0hat has

been a userfriendly+ connectivity a%%lication till date ay ta,e a turn towards shared

inforation holding %latfor li,e Dro% bo(+ eaning %eo%le ay not only be able to chat

on social networ,ing a%%lications but also share and store coon data)

0ith the advent of Cloud Co%uting=+ the world has virtually shrun, down to the si>e of

a roo) *t ay not coe as a sur%rise hence+ to see such a large networ,sharing su%%ort

on social networ,ing a%%lications soeday)

0hether the ole will actually becoe a ountain soeday is a ystery) Till then+ we

enjoy the %resent and await the sur%rises of future)

)Re'earch 2ethodo"o#&

Re'earch 2ethodo"o#&Topic: Custoer ;atisfaction towards social networ,ing a%%lications

).1 O-ecti=e':

QTo easure how uch custoers are satisfied by social networ,ing

a%%lications

• To ,now current ar,et scenarios of social networ,ing a%%lications)

• To ,now custoer behaviour on social networ,ing a%%lications)

• To ,nowusage %attern of social networ,ing a%%lications)

To find out ,ey success featuresof social networ,ing a%%lications)

). 2ethodo"o#&

)..1 Re'earch de'i#n u'ed:

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o Co%any database

Re'earch Area

• Delhi ;tate

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).% LI2ITATIONS OF THE RESEARCH

@ollowing are soe of the liitations of the study

• * considered Delhi region only because of liited tie)

• As the quantitative research was conducted using online surveys+ there was

inial control over the co%osition of the res%ondents in total sa%le)

• Another liitation of the study is that+ @indings of the study are based on the

assu%tion that the res%ondents have given correct inforation)

• Res%ondent -ias was one of the ajor liitations of research+ and there ight not

be %erfect %ositive res%onse fro all the res%ondents)

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• /ere we can observe that+ percentageofmale& female in respondentsare almost

equal, agegroup 16 – 25 years is more, followed by 26-35 years and the monthly

family income is starting from !"15### to 6#### abo$e%

• tudents fored the ma'or percentage of the res%ondent+ followed by the ser$icecategory)

@.1 (o &ou 7ant to -e in touch 7ith the peop"e -& u'in# App'5

PARTICLAR FRE@ENC3

64; #"!

O E

TOTAL 1D

NO; 4

YES; 102

INTERPRETATION: *n the above table and gra%h we can say that+ out of the #"

res%ondent &' i)e) #"! res%ondentswantto be in touch with the %eo%le by using A%%s)

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@. 4hat do &ou pre!er +ore !or 'ta&in# in touch 7ith peop"e on &our

phone5

PARTICLAR FRE@ENC3

;ocial essaging A%%s &$

8oice calls 9E

;M; #9

4ail $

Social messaging Apps Voice calls SMS Email0

10

20

30

40

50

60

70

80

90

100 93

54

15

3

!a" #o $o% p&e'e& mo&e 'o& s"a$ing in "o%c! (i"! people on $o%& p!one)

INTERPRETATIONI&$ out of #" res%ondents %refer ;ocial essaging A%%sfor

staying in touch with %eo%le fro their %hone followed by 8oice calls) 0hereas ;M; P

4ail are less %referred now a day+ ;o ;ocial essaging A%%s have overta,en traditional

;M;)

@.% 4hich 'ocia" +e''a#in# app do &ou u'e5

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PARTICLAR FRE@ENC

3

0hatsA%% #"#

@aceboo, Messenger "0eChat $"

Twitter #E

--M 3-lac,berry

Messenger5

;,y%e $

Line 9

Other ##

0

20

40

60

80

100

120101

60

30

148 3 5

11

!ic! social messaging app #o $o% %se

INTERPRETATION: 0hatsA%% is widely used social essaging a%%+ alost &9'

res%ondents use 0hatsA%%) Then coes @aceboo, and 0eChat with 9B' and !'

res%ectively and Twitter+ Other 3li,e 8iberPTango5 isused by average %o%ulation which is

#$' P #"') A%% li,e--M+ ;,y%ePLine is very less used)

@.) (o &ou u'e 4hat'App on an acti=e -a'i'5

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PARTICLAR FRE@ENC3

All The Tie E&

Most Of the Tie E#

;oeties ##

ot At All 9

All *!e *ime; 49

Mos" O' "!e *ime; 41

Some"imes; 11

No" A" All; 5

INTERPRETATION: @ro the above table and gra%h we can inter%ret that+ E'

%eo%le use Q0hatsA%% all the Tie and $&' %eo%le use it Most of the tie) *t indicates

that the ajor%art of our sa%les use 0hatsA%% frequently) And+ 9' %eo%le are not using

0hatsA%% as they are using alternate a%% li,e @aceboo, or they are not having

;art%hone with data0i@i connection)

@., Tic6 the rea'on8'9 7h& &ou do not u'e 4hat'App.

51

PARTICLAR FRE@ENC3

Did not ,now 0hatsA%% 4(isted #

o data %lanlac, of easy access to

0i@i$

ot enough friends using the sae

a%%lication"

Gsing Alternate Messenger 3fb+

0eChat+ 4tc5!

Gnreliable 3:oor Connection+

0hatsA%% unable to wor,+ 4tc5"


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00+5

11+5

22+5

33+5

1

3

0

2

0

*ic, "!e &eason-s. (!$ $o% #o no" %se !a"sApp+

INTERPRETATION: @ro the above analysis * can inter%ret that+ fro 9'

res%ondents which are not using 0hatsA%%+ ajor reason is lac, of ;art%hone with

access to Data%lan0i@i and others are using alternate Messenger< only # res%ondent

did not ,now 0hatsA%% e(isted)

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@. 4hat'App 2e''en#er i' a proprietar&< cro''>p"at!or+ in'tant +e''a#in#

'u-'cription 'er=ice !or '+art phone'. In addition to te/t +e''a#in#< u'er' can 'end

each other i+a#e'< =ideo< and audio +edia +e''a#e'. The c"ient 'o!t7are i' a=ai"a-"e

!or App"e< Android< B"ac6Berr& OS< No6ia< and 4indo7' Phone.

(id thi' in!or+ation a-out 4hat'App encoura#e &ou to u'e the app"ication5

→ 6es+ -ut due to lac, y %hone+ i a not using whatsa%%

→ o+ dont have ;art%hone

→ 6es

→ 6es

→ 6es

@. Ha=e &ou purcha'ed S+artphone< on"& -co$ &ou can u'e

4hat'App5

PARTICLAR FRE@ENC364; !9

O B9

NO; 75

YES; 25

INTERPRETATION: !9' of res%ondent have %urchased ;art%hone+ only

becausethey can use Q0hatsA%%+ this shows that 0hatsA%% has been the to% driver for

sart%hone %enetration in *ndia)

@.; Fro+ 7hich +ediu+ &ou ca+e to 6no7 a-out 4hatApp5

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PARTICLAR FRE@ENC3

0ord of Mouth "

*nternet $E

Advertiseent

ews%a%er "

o o' Mo%"! /n"e&ne" A#e&"isemen" Ne(spape&0

10

20

30

40

50

60

70

60

34

6

0

&om (!ic! me#i%m $o% came "o ,no( ao%" !a"App)

INTERPRETATION: @ro the above analysis+ * have inter%reted that 0ord of Mouth

is the ajor source of the awareness for 0hatsA%%= and after that *nternet %ublicity has

also wor,ed well for the 0hatsA%%) And Advertiseent is very less effective)

;o it=s easy to conclude that a Mouth :ublicity P :eo%le recoendation %lays highest

role in %o%ularity of 0hatsA%%)

@. 4hich 4hat'App !eature' i+pre''e' &ou5

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55/67

01020304050607080

56 57

3949

73

!ic! !a"sApp 'ea"%&es imp&esses $o%)

INTERPRETATION: Allost every features of 0hatsA%% i%resses res%ondents+ but

ajor feature which i%resses res%ondent is sharing 3e)g) video+ audio+ :hoto+ ;tatus etc5

because it allows users to send edia instantly+ then ?rou% Chatting is also %o%ular+

55

PARTICLAR FRE@ENC

3

4ase of avigation Gser @riendly *nterface 9

?rou%s chatting 9B

;%eed $&

CrossCo%atibility 3A%%le+ Android+

-lac,-erry O;+ o,ia+ and 0indows

:hone5

E&

;haring 3e)g) 8ideo+ audio+ :hoto+ ;tatus etc5 B$


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followed by Gser @riendly interface) CrossCo%atibility P ;%eed of 0hatsA%% are also

i%ressingfeatures)

@.1D 4hich !eature' &ou 7ou"d "i6e to 'u##e't in 4hat'App to enhance

it' appea"5

010203040506070 65

26 25

48

8 11

!ic! 'ea"%&es $o% (o%l# li,e "o s%gges" in !a"sApp "o en!ance i"s appeal)

56

PARTICLAR FRE@ENC3

8ideo Calling ;ervices 9

;u%%ort voice calls !

;u%%ort @or :Cs to :Cs:hone 8ice 8ersa !9

:rivacy who can view P add E

*ncrease ?rou% Chat :artici%ants fro $" Other ##


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INTERPRETATION: -ecause of the good services+ features of 0hatsA%%+ ost of the

consuer are satisfied on the e(isting features) -ut Res%ondent believes that there are

soe features required in 0hatsA%% for better essaging)

The ajor feature which are suggestedby res%ondents are 8ideo Calling ;ervice+ :rivacy

– who can view the status P %rofile+ and voice call P0hatsA%% for :C are also one of

the suggested features);oe res%ondents said :hotos P 8ideos of any si>e ust be

allowed+ it eans that 0hatsA%% should wor, on additional features to enhance its

a%%eal)

@.11 A' a 'ocia" +e''a#in# app"ication< ho7 7ou"d &ou rate

4hat'App5 Fro+ a 'ca"e o! 1 8Lea't 'ati'!ied9 to , 82o't 'ati'!ied9

010203040506070

0 0

7

34

59

As a social messaging applica"ion !o( (o%l# $o% &a"e !a"sApp) &om a scale o' 1

-eas" sa"ise#. "o 5 -Mos" sa"ise#.

57

PARTICLAR FRE@ENC3# Least satisfied3don=t download5 "

! Dissatisfied "

$ eutral B

E ;atisfied $E

9 Most satisfied 3A ustuse a%%lication5 9&


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INTERPRETATION: Most of the res%ondents are satisfied by using 0hatsA%%) 9&'

of res%ondent are ostsatisfied eans 0hatsA%% is ustuse a%%lication+ $E' at

Qsatisfied level+ only B' %eo%le are neutral) *t eans 0hatsA%% earns very good

custoer satisfaction level aong social essenger a%%s)

@.1 Fina" @ue'tion. A' the 'ucce'' o! 4hat'App depend' on -ein#

7ider 'pread a+on# u'er'< 7ou"d &ou reco++end 4hat'App to &our

!riend'< !a+i"ie'< co""ea#ue'5

PARTICLAR FRE@ENC3

64; #""

O "

YES NO0

20

40

60

80

100

120

100

0

inal %es"ion+ As "!e s%ccess o' !a"sApp #epen#s on eing (i#e& sp&ea# among

%se&s (o%l# $o% &ecommen# !a"sApp "o $o%& '&ien#s 'amilies colleag%es)

INTERPRETATION: @ro the above analysis+ #""' of res%ondent are going to

recoend and suggest to use 0hatsA%% to their friends+ failies+ colleagues in future)

58


59/67

.1 FIN(INGS

According to survey+ * have found that around B)B' %eo%le%refer ;ocial

essaging A%%s for staying in touch with %eo%le fro their %hone) 0hereas

;M; P 4ail are less %referred now a day) ;o social networ,ing a%%lications

has overta,en traditional ;M;)

Alost &9' %eo%le use social networ,ing a%%lications+ so this shows that social

networ,ing a%%lications is ost %o%ular aongst chat a%%sli,e @aceboo,+

0eChat)

social networ,ing a%%lications is %o%ular aong youth P %rofessionals

disres%ect of the deogra%hic variables 3li,e gender+ age+ incoe5< 6ouths are

using 0hatsA%% ost of the tie co%are to that of @aceboo,)

0ord of outh is ajor source of s%reading of social networ,ing a%%lications

%o%ularity+ here the friend=s recoendations+ as ost of the are using and

recoendingit< ins%ire the %erson to use 0hatsA%%)

;oe s%ecial data%lans by teleco co%anies 3li,e DoCoMo5+ advertiseent

by sart%hone co%anies hel%ed social networ,ing a%%lications to gain ar,et+so indirectly social networ,ing a%%lications has been the to% driver for

sart%hone)

The features li,e ?rou%s chatting+ easy ;haring 3e)g) 8ideo+ audio+ :hoto+ ;tatus

etc)5 and Gser @riendly *nterface of social networ,ing a%%lications have earned

very uch custoer satisfaction+ and these three features are becoing a brand

identity of the social networ,ing a%%lications ?eneral suggestion about social networ,ing a%%lications fro all the users is

sae) Most res%ondent who use social networ,ing a%%lications want video calls

as one of the features and %rivacy is also on %riority of ost of the user) 8oice

59


60/67

calls is also one of the i%ortant feature to be added as %er soe res%ondent

Palso the su%%ort fro :C) ;atisfaction level of social networ,ing a%%lications is high but it should focus on

adding soe new and attractive features in order to stay ahead in co%etition as

a%%s li,e 0eChat+ Line are ahead in features+ which will increase co%etition in

future) @ew res%ondents say that co%any should allow sharing the %hotos+ and videos of

any si>e) Co%any should introduce the syste to share and send docuents which will

increase usage of social networ,ing a%%lications and increase the satisfaction of

%otential custoers) :eo%les now a day are giving ore %reference to :rivacy in internet) ;o+ ;ocial

Messengers should loo, after the %rivacy of %eo%le and give good P safe social

connectivity o%tions) And we all ,now that finally social networ,ing a%%lications

has introduced the new :rivacy o%tions fro March !"#E)

60


61/67

. CONCLSION

@ro the research * cae to ,now about the i%ortant conclusion regarding the

custoer satisfaction of social networ,ing a%%lications)

0hatsA%% has been in ar,et for quite soe tie and is being used by ost and offers

functionality li,e te(t based essaging and files transfers)0hatsA%% is clearly eerging

as an alternate for ;M; and MM; essaging)Deogra%hic ratio does not affect the

usage of 0hatsA%%)

The word of outh has given great advantage to aware the custoers about the

%roducts) 0ithincreasing sart%hone ar,et 0hatsA%% has ca%turedthe ar,et but

co%any has to ,ee% innovating to aintain the satisfactory level of e(isting custoers)

-ecause with given enough tie 0eChat+ Line are a ca%able %roduct and in the future

they hold the %otential to overta,e 0hatsA%%+ unless soe new innovations is ado%ted

by the world leader in essengers)

61


62/67

Bi-"io#raph&

BOO?S:

#) aresh2) Malhotra+ ()ar*eting "esearch+ n pplied rientation./th 0dition)

:rentice /all+ !""E)2% :hili% 2otler+ 2evin Lane 2eller+ Abraha 2oshy+ Mithileshwar1ha)+ Q )ar*eting

)anagement – south ndian perspecti$e.- 13thedition%:earson 4ducation+ !""&)

4EBSITES:

htt%Iwww)whatsa%%)co

htt%Ien)wi,i%edia)orgwi,i0hatsA%%

htt%Iwww)frost)coc#"$&!blogblogdis%lay)doSid\$$#$E9!

htt%Iwww)c(otoday)costoryiswhatsa%%overta,ingthesssoon

htt%Iwww)wi,iswot)co;0OTE]0hatsa%%)htl

htt%Inivedithg)blogs%ot)in!"#!#"wechatobilea%%review)htl

htt%Iwww)wi,iwealth)cofiveforcesIwhatsa%%

htt%Iin)news)yahoo)cowhatsa%%#&billionbetfaceboo,"9"!!"B)htl

htt%Iwww)statista)co

62

http://www.whatsapp.com/http://en.wikipedia.org/wiki/WhatsApphttp://www.frost.com/c/10392/blog/blog-display.do?id=3313452http://www.cxotoday.com/story/is-whatsapp-overtaking-the-sms-soon/http://www.wikiswot.com/SWOT/4_/Whatsapp.htmlhttp://nivedithg.blogspot.in/2012/10/wechat-mobile-app-review.htmlhttp://www.wikiwealth.com/five-forces:whatsapphttp://in.news.yahoo.com/whatsapp-19-billion-bet-facebook-050220867.htmlhttp://www.statista.com/http://www.whats

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Sagar Chauhan