First, what exactly is Reach?
We define reach as the total percentage of active smart phones that have a particular app installed. For Example: if there are 100 active smart phones in India then 94.5 of them will have WhatsApp installed. 67.5 of the same base of smart phones will also have FaceBook messenger Installed. And so on.
The proliferation of WhatsApp is nearly complete. In fact as per our studies it’s the first App that users install when they buy a new phone. That matters. It shows how material you are to a users life. They may take a week or more before the download Uber/ Ola and Amazon / FlipKart but they find it hard to survive without WhatsApp. This is the power of network effects
BBM, once ubiquitous with corporate success and group chats finds itself fighting for relevance. That’s the effect of disruption.
I’m often told that the only UI that has remained unchanged through the years of technological evolution is the chat interface. Over time even transactions will gravitate to that simple lay out — Free Charge already tried.
We recently covered the wallets & Payments landscape. With Hike & WhatsApp getting ready to roll out their own UPI based payment services — expect to see some disruption in that space.
Thanks for your time,
Ashish
- Team KG
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You can reach me on ashish@kalagato.com
