guido ghedin – the new wave from the far east

WECHAT, LINE AND 4 BILLION PEOPLE: THE NEW WAVE FROM THE FAR EAST.

GUIDO GHEDIN

BRAND COMMUNICATION IN THE POST-DIGITAL WORLD

YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO

THE NEW GLOBALIZATION


01 MANDARIN (600M) 02 SPANISH (400M) 03 ENGLISH (360M) 04 HINDI (310M) 05 ARABIC (300M)

06 PORTUGUESE (215M) 07 BENGALI (200M) 08 RUSSIAN (160M) 09 JAPANESE (130M) 10 PUNJABI (100M)


01 CHINA 02 INDIA 03 FACEBOOK 04 TENCENT 05 WHATSAPP

06 USA 07 GOOGLE+ 08 INDONESIA 09 LINKEDIN 10 TWITTER


india


4 BILLION PEOPLE


50% OF GLOBAL INTERNET USERS

NUMBERS = TRENDS



1st GENERATION: CONNECTIONS !

MYSPACE, FACEBOOK, LINKEDIN, RENREN, MIXI

FRIENDS GRAPH > PHONE BOOK


2nd GENERATION: FOLLOWERS !

TWITTER, SINA WEIBO, PINTEREST, INSTAGRAM

SOCIAL INFLUENCE > LIFE


3rd GENERATION: CONTACTS !

WHATSAPP, WECHAT, LINE, KAKAO, SNAPCHAT

PHONE BOOK > FRIENDS GRAPH


FROM NUMBERS TO DEEPNESS

SOUTH KOREA, 2010: KAKAO TALK


JAPAN, 2011: LINE



MARKETING !

• (PAID) ACCOUNTS • ADVERTISING SYSTEM • MOBILE COMMERCE !


THAILAND


ITALY

!

CHINA, 2011: WEIXIN/WECHAT


WINNING FEATURES !

• WALKIE TALKIE • LOOK-AROUND • ADD BY QR CODE • SEND GIFT/STICKERS


WINNING FEATURES !

• FACEBOOK (LIKE) • FOURSQUARE • WHATSAPP • SKYPE/VIBER • INSTAGRAM



A MARKETING REVOLUTION


NIKE FOS - WECHAT!http://vimeo.com/48589953

http://vimeo.com/48589953


WEIXIN XIAODIAN MINI SHOPPING MALLS


BY 2018 75% OF MOBILE TRAFFIC WILL BE ON MOBILE MESSENGERS

KAKAO TALK: 150 MILLION LINE: 450 MILLION WECHAT: 400 MILLION WHATSAPP: 500 MILLION VIBER: 100 MILLION



EMERGING MARKETS ARE THE BIGGEST DRIVER


VIETNAM


INDIA


NIGERIA


WHAT’S BEHIND THE NUMBERS


MAY WE CHAT // HONG KONG, 2014!http://youtu.be/HGqDMj8auVU

http://youtu.be/HGqDMj8auVU


A NEW WAY TO RELATE WITH DEVICES


A CONSTANT PRODUCT INNOVATION


WHY IN ASIA?


WHY IN CHINA?


600 MILLION+ INTERNET USERS


THE ECOSYSTEM


RENREN


YOUKU


SINA WEIBO

SINA WEIBO


SINA WEIBO


MEET THE BAT BAIDU: SEARCH ENGINE ALIBABA: ECOMMERCE TENCENT: SOCIAL MEDIA


BAIDU


IQIYI


ALIBABA !

• TMALL (50% ONLINE RETAIL) • TAOBAO (80% ONLINE C2C) • ALIPAY


MEILISHUO


TENCENT // QQ


IT’S A WAR


ALIBABA + SINA WEIBO WECHAT VS. SINA WEIBO WECHAT + JD TMALL VS. WECHAT YOUKU + TUDOU IQIYI VS. YOUKU+TUDOU ALIBABA + YOUKU YOUKU VS. TENCENT VIDEO ALIPAY VS. TENPAY


THE WEI WAR


THE FUTURE

FROM THE EAST !

• EMOTICONS • PERSONALISATION • VOICE CHAT



FROM THE WEST !

• ONE-TO-ONE • GEOLOCATION • PHOTO-SHARING • FOLLOWERS


FROM THE EAST TO THE WEST !

• EMOTICONS • CHAT APP • GROUPS • INTEGRATION


WECHAT COMMERCIAL // ZUCKERBERG !http://youtu.be/vGwjE-a5Muc

http://youtu.be/vGwjE-a5Muc


THE FUTURE !

• MOBILE • MOBILE • MOBILE

THANKS! !@guido_ghedin guido.ghedin @youngdigitals.com

guido ghedin – the new wave from the far east

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