How would you monetize Facebook messenger?
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in Strategy by (74 points) | 158 views

2 Answers

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The best way I believe that helps facebook messenger monetize is keep the engegement level high.

To keep this happening, we can introduce bots support and can charge for every bot that is placed on the platform.Along with this social gaming can be a way to monetize.
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1st - Ask Clarifying questions - 

  • Should we look at strictly FB consumer offerings, Business or Enterprise offerings as-well (FB @ Work)? Let's assume for this exercise we will look at consumer and Business offerings/capabilities and will exclude Enterprise as that is already monetized today. 
  • Should we do some pricing/costing exercises - Assuming no for this exercise
2nd - Discuss the current offering and landscape/market
  • Today messaging apps are used for various type of communications:
    • Chat, voice, video for 1:1 or 1:N (with-in your social network)
    • Video conferencing + screen sharing (more suited for Enterprise segment)
    • B2C interactions/messaging  (retail, services, scheduling, notifications, etc..)
  • Considering that chat, voice and video - is pretty much table stakes with stiff compeitition (Hangouts, WhatsApp, FB Messenger, Telegram, etc..) - we might need to consider various value-add's ontop so we can provide premiuim functionality. 
    • One area to explore could be around - privacy. 
      • In such, today most messaging apps inherit the security and privacy capabilities of the host OS and messaging app - but do not provide additional encryption on top. 
      • Considering that privacy or lack of it is a trending top concern for many social network users - we could look into providing a premiuim functionalioty which allows the sender to encrypt all messages as long as receving members are on the same platform. 
      • This additional security, privacy capabilities may be attractive to a certain cohort of our addressable base.
    • Another area to explore would be around - B2C interactions
      • FB in a uniq position in which many retail and service provides are adopting FB pages(+ecosystem Instagram,etc.)  presence instead of prioritizing tradiinal web pages. 
      • The ecosystem provides capabilities that help it difffreniiate such as better targetting, ad campaigns and viral netwrok effect, on rails (min tecnical savyness) for maintaing, building pages
      • Additional capabilities such as scheduling, notifications and ++workflows can be added on top of these via chat bots to bring richer functionality for B2C scenarios. 
      • Consdering FB also has a extensive partner eco-system - additional vertical specific capabilites maybe introduced to provide richer and diffrentiative capabilities over time. 
  • 3rd - Summarize scenarios and prioritize
    • So with that we can think of couple offerings and explore them across 3 key dimensions (User impact, Time to Market/Complexity and Competetive diffrentiator) and we'll t-shrit size (Small, Medium, Large)
      • Premiuim/e2e message, voice, video encyription  - User Impact : M, Time-to-Market : S, Competetive diffrentiator : L
      • B2C - Messaging bot with common workflos (scheduling, notifications, etc..) - User Impact: M , Time-to-market : M, Competetive diffrentiator : M
      • B2C - Messaging + Partner offerings/workflows for verticals - User Impact : L, Time-to-market : L, Comp. diff : L
      • B2C - Ability for business to pay and message users(+ads) - User Impact (Business) : L, Time-to-market: S, Comp. diff : L
    • With that, for MVP i would look at encryption and B2C messaging with bot for common workflows. This balances the monetization for end-users and businesses and will allow us to get learnings to fine tune our strategy going forward...
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Can you elaborate on scheduling, notifications and workflows part?
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