Tag: Messaging

An Old Man Tries Snapchat
If you have even a passing interest in social media and haven’t seen Casey Neistat’s video on how “Snapchat Murders Facebook”, you should.

Like my friend Vicki notes in this post, Snapchat wasn’t something that I immediately saw any value in. I installed it once ages ago, didn’t have any friends on it (a combination of age and geography), and promptly left. Then Instagram’s Bolt soft-launched in Singapore and got some interest going around ephemeral photo messaging, but it still isn’t something that friends in their 30s seem to want.

We’re a generation of digital hoarders; the people who abandoned other providers for Gmail en masse because it promised never having to delete an email again. Cleaning out my harddrive the other day, I found a folder of interesting photos I’d saved off the net in the early 2000s: movie posters, album cover art, photos of global landmarks, and the like, simply because the sight of them were scarce and valuable pre-internet! You have to imagine what it was like to live in that time. I ended up deleting almost all of them because these days, if you can put a name to it, you can find it online.

So behavior is changing slowly amongst older people, and much faster amongst those in their teens, but photo messaging still wasn’t something I needed Snapchat for. Every messaging app offers it now. The ephemeral twist is a footnote.

Snapchat’s Stories feature changed the way I look at the product. It turns it into something of a lifelogging and broadcast platform. I can’t name another app (still) on the market that lets you grab video snippets of your life, and share them in a stream that your friends can tune in to. The fact that clips disappear after 24 hours is actually the part I like LEAST. It seems Vicki’s with me on this, as she’s set up a YouTube channel to archive these Stories to after they’ve been erased. I may soon do the same¹.

There are some other nascent thoughts I have on Snapchat’s bizarre UX; the more I think about it, the more brilliant it is — breaking many of the rules we use to design interfaces for users of all ages, in order to create an exclusive, obtuse, game-like experience (inviting the spreading of knowledge by word of mouth) that seems intended to make it a success with a younger crowd. I may be wrong, and it may simply be like this as a result of being designed by a younger team. Additionally, its overall visual clumsiness (check out that ghost icon) encourages you NOT to take it seriously, which makes it totally okay to fire off imperfect, portrait-oriented, poorly-shot, but authentic moments without too much thought.

If you’d like to follow me, I’m on there as “sangsara”.
1. Sharing these vertical videos on another platform poses a slight challenge. I tried every video editing app on my iPhone, and just about all of them failed to stitch the short clips together without cropping, unexpectedly rotating, or distorting the videos. Even Apple’s own iMovie produced only a black screen with audio playing, probably because Snapchat’s video encoding/metadata in non-standard in some way. Amusingly, the app that finally managed to do the job perfectly was YouTube’s own Capture app. ↩
October 29, 2014

Apps, iPhone, Messaging, Snapchat, Social, Technology, UX, Video
LINE Pop-Up Store Singapore, May 2014
Japanese-Korean messaging app LINE has opened their first pop-up store in Singapore, on a prominent stretch of the core shopping boulevard of Orchard Road. It will run for a month and reap immeasurable marketing value from the high visibility and sure-to-grow lines of fans eager to buy their cleverly designed character merchandise.¹

I dropped by on its first evening tonight with some colleagues, and we spent between $20–60 each. I would have spent $100, but put down a pack of 100 art postcards ($55) at the last minute. This is on top of the $40 I’ve spent on in-app purchase stickers over the last year or two of being on the platform. I don’t think any other messenger currently comes close in terms of having built brand loyalty or monetization potential that doesn’t involve serving ads or selling personal data.

Standing outside and watching the crowd, I remarked to a UX designer colleague that no other messaging app could pull off something like this in the middle of town, not WhatsApp, not WeChat. He correctly observed that none of the others have strong IP from which to make their own merchandise to even sell in a store.

“And it’s all this bloody kiddy stuff!”, I said, clutching a plastic bag filled with stickers and a pair of mugs that look like the faces of a bear and a bird. “It’s not kiddy,” he started to protest before going, “Oh alright, I guess it is.” Takeaway: “Kiddy” is largely irrelevant in Asia.

18-to-29-year-old females are its “core target,” says (U.S. CEO Jeanie) Han, explaining that in Asia, once girls were using Line, boys followed – and then this young “hip” user base helped bring in older users “like a domino effect.”

“People, especially young folks, are really adopting our stickers,” she says. “The ratio of people who are buying things online like our stickers is actually quite high in the U.S., as well as the people who are using our games inside our platform relative to the total number of users, so we’re quite optimistic in terms of our market in the U.S.” — Techcrunch, March 2013

The crowd lining up tonight was about 2:1 female to male, which seems in line with LINE’s targeting strategy. There were a few people who definitely looked over 40, and everyone present was walking out with stuffed toys, diaries, notebooks, plastic folders, tote bags, mugs, badges and the like, all emblazoned with Brown, Cony, Moon, Leonard, Sally, James, and other characters I can name because I see and employ their images in chat conversations on a daily basis. LINE is lovable, obsessionable. Few others are by design.

Against Facebook Messenger’s 200M monthly active users, LINE is said to have virtually the same MAU (out of 400M registered accounts). In comparison, WeChat (dominant in China) has 355M MAU, and WhatsApp has over 500M. I don’t consider WhatsApp and Facebook Messenger users to be the same thing², and LINE has the greatest growth potential outside of its home country, especially in Asian countries with an affinity for Japanese culture, whereas the Chinese WeChat is likely to have a harder time. I’m pretty bullish about LINE’s success, even if their apps have a lot to improve on. For the record, LINE also reports significant revenues — $338M in 2013 — versus about $200M for KakaoTalk and $20M for WhatsApp.
1. Within minutes of our arrival, I overheard a mom asking her two teenaged daughters, “What’s this about?”, to which they replied, “it’s kind of like WhatsApp.” ↩
2. For one thing, WhatsApp is not functionally part of a platform, and probably won’t be merging with Facebook’s in the near future for various reasons. All the other messaging networks are at some stage of offering content, ecommerce, games, and enhanced communication services such as video-calling. ↩
April 30, 2014

Apps, iPhone, LINE, Marketing, Messaging, Mobile, Photos, Shopping, Singapore, Social, Social Web, Technology