What is your strategic analysis of mobile messaging applications?

I will answert this in a fav qn format:

Step 1 : Describe the product:

These can be divided into two dimensions

1) Native built applications e.g imessage is a Apple specific mobile messaging format that works for apple devices. 

2) Non native or platform independent applications, these are further classified into 

a)  Integrated with the main app e.g. linkedin messaging

b) Standalone messaging apps e.g. msn messenger, facebook messenger, whatsapp etc.

Step 2- Users of the applications

a) Professional relationships e.g. Linkedin messenger

b) Personal relationships e.g. whatsapp and facebook messenger

c) Use messenger as a calling service e.g. whatsapp

d) Use messenger as a broadcast platform e.g. whats app groups

Step 3: What do we like in the messenger application

a) Simple to use

b) Privacy

c) Intuitive

d) Can be used for various purposes, chatting,calling, video calling etc.

e) Can take various formats of content like audio, video, RTMP etc.

Step 4: Comparitive analysis

1) Each messenger application caters to its unique niche

1a. facebook messenger is an extension of its engagement capabilities e.g. connect room, sharing content etc.

1b. Whatsapp provides free messaging to retail customer but charges commerical users to send message to their customers

1c. Linked in messenger allow for relationship building between official connects

2) Messenger application have differing capabilities e.g. imessage is designed mostly for SMS and MMS and uses facetime for video calling , whatsapp has a very high content transfer capabilities

3) The geographic spread varies e.g. imessage is limited to Apple users which are very low in number in developing countries. Whatsapp has a high presence in developing nations where it is also used unofficially for commercial purposes

Step 5: What is the recommended strategies or areas of recommendations

1) Usage of messaging apps for payments- Whatsapp was experimented briefly in asian countries as content for the mobile payments apps. Given the scale of engagement for whatsapp, its easy to expand into payments

2)  Mobile gaming is big business on social networking apps and can also be expanded into messenger apps

3) Education. Facebook wants to get into education through Facebook groups. The same capability can also be extended to whatsapp. This will reduce entry cost for education related uses for students since laptops will be expensive compared to mobile

4) Mobile messenger for dating

5) Mobile messenger for selling custom user generated content

Thus the success of messenger application will depend on extending and customization these strategies for their unique niche and platform capabilities