Messaging is at the heart of the mobile experience, as the rapid adoption of chat apps demonstrates Apps leading the digital media usage shift to mobile IM user profile IM apps usage Drivers Privacy and Teens Potential Risks and Teens Reshaping the messaging business

1. InstantMessaging
Messaging is at the heart of the mobile experience, as the rapid adoption of chat apps demonstrates

2. IM
• Apps leading the digital media usage shift to mobile
• IM user profile
• IM apps usage Drivers
• Privacy and Teens
• Potential Risks and Teens
• Reshaping the messaging business

3. IM
Apps leading the digital media usage shift to mobile

4. IM: Digital media usage is being driven by mobile apps
Cosmcore

5. IM: engagement is key to this shift to mobile
Cosmcore

6. IM: app usage time is being driven heavily by Millennials on smartphones
while other segments skew on tablet apps, is not an exclusive millennial
phenomenon
Cosmcore

7. IM: apps dominate by leading digital media companies and tend to
concentrate in few categories
Cosmcore

8. IM: in this scenario OTT apps have eclipsed SMS for person-to-person
messaging
MEF

9. IM: significantly a result of the rapid adoption of the IM apps
A messaging app acts primarly as a one to one ( or few)
communication mechanism, and can be temporary or long-lasting.
Content is intented to be private, or at least directed towards a
specific group
A social network consists of “many to many” connections, is durable,
and is capable of production network effects. When used to publish
information, it acts primarly as a many to many broadcast
mechanism. Content is essentially public

10. IM
IM user profile

11. IM: youth grows up with text as natural way to communicate but is not a millennial phenomenon

12. IM: Teens are enthusiasticusers of social media sites and apps
Facebook Instagram Snapchat Vine Tumblr
% of teens who use 71% 52% 41% 24% 23%
Sex
Boys 72 44 31 20 5
Girls 70 61 51 27 23
Race/ ethnicity
White, non Hispanic 71 50 42 22 13
Black, non Hispanic 75 64 40 31 10
Hispanic 70 52 41 24 15
Age
13-14 57 44 31 21 10
15-17 80 58 47 25 16
Sex by age
Boys 13-14 62 33 19 16 4
Boys 15-17 78 51 39 22 5
Girls 13-14 52 56 43 26 16
Girls 15-17 81 64 56 29 27
Houshold income
< 30k 76 51 30 20 10
30k-49,999 77 50 40 25 13
50k-74,999 69 47 39 20 12
75k+ 68 56 46 26 16
Parent educational attainment
Less than high school 82 54 35 25 12
High school 72 49 42 21 15
Some college 67 54 41 23 13
College+ 69 52 44 26 14
Urbanity
Urban 77 49 38 27 16
Suburban 67 55 41 22 12
Rural 75 51 49 22 14
PewResearchCenter

13. IM: distinct pattern in social media use by socio-economicstatus
• Facebook is the most popular and frequently used social media platform
among teens but but access varies, based on family income
• Teens from more affluent households are somewhat more likely than
those from the least affluent homes to say they visit Snapchat most
often, with 14% of those from families earning more than $75,000
saying Snapchat is their top site, compared with 7% of those whose
families earn less than $30,000 annually.

14. IM: about specifics functionalities
Messaging Apps Pinboards Discussion Boards
Anonymous Sharing
or Questions apps Video games Video Calls and Chats
% of teens who use 33% 22% 17% 11% 72% 47%
Sex
Boys 29 11 16 8 84 45
Girls 37 33 18 13 59 49
Race/ ethnicity 9
White, non Hispanic 24 23 15 9 71 43
Black, non Hispanic 47 17 18 7 83 53
Hispanic 46 24 19 16 69 50
Age
13-14 32 16 16 10 74 43
15-17 34 25 18 12 70 49
Sex by age
Boys 13-14 23 8 15 7 83 44
Boys 15-17 42 13 17 9 84 45
Girls 13-14 33 25 17 13 64 43
Girls 15-17 34 38 19 14 56 54
Houshold income
< 30k 40 19 16 6 70 44
30k-49,999 38 17 16 15 76 48
50k-74,999 29 20 13 14 66 46
75k+ 31 25 19 10 73 49
Parent educational attainment
Less than high school 36 21 17 10 68 42
High school 31 20 17 9 67 43
Some college 30 25 18 12 77 49
College+ 37 20 16 12 71 50
Urbanity
Urban 39 18 18 10 72 48
Suburban 32 23 18 11 73 49
Rural 25 26 12 11 67 40

15. IM
IM apps usage drivers

16. IM: Why start using a IM
Top reasons for mobile IM use, mentioned
by the interview study participants, divided into three
categories:
a) FirstIM- reasons why they startes usingmobileIMs.
b) Non-secure IM – reasons they named for the IMs that
are not advertisedas secure/private.
c) Secure IM - reasons for using
IMs that are advertisedas secure/private.
(*) IM instantmessaging
(*) Usenix The advanced computing systems association
• Peer influence, cost free and Convenience (Make it easier for
people to do something they value, and they'll do it more) are the
main reasons for usage.
• Security is not the most dominant reasonforchoosingmobileIMS
Target specific peopledrives the usingof Secure IM

17. IM: bad usability leads to abandoning IMS and security and privacy are
considered but not totally understood ( globally speaking)
• Non experts experience strong differences in usability and functionality . In the analysis conducted by Usenix (*) specifically secure were repeatedly attributed
with having a worse usability properties
• Experts had a very thorough and technological focused mental model of process therefore their accuracy of the security and privacy differs from non experts,
without a clear picture of processes and what are the roles of the different players in the messaging chain. For instance booking information, invoices, bank
statement and other possiblysensitive information arenormallysent thorough email, SMS….
• This unclarity can lead to users choosing a less secure channel or apps that encrypted apps are in reality.
• Confidentiality ( communication should be protected againstany third partybut thesender and therecipient is themost important property
• Definitions of security and privacy are very fuzzy
• (In) Secure Behaviour: Instant messages are considered short-term information useful for limited period of time, besides most of users normally don´t send
sensitive information. In general users are happy with the level of security and privacy their messengers provided even if they don’t know the real security
properties
(*) Usenix The advanced computing systems association

18. IM: how about millenials?
Research Live
Technologic approach What Concers them What makes them anxious? What do they need?
Technology has always been part of
their lives. This generation is
accustomed to:
• instant gratification
• quick access to products and services
• additional sources of income created
by the on-demandeconomy
• Services that are too expensive, slow,
and not rewarding become a source
of frustration.
1) dating
2) findinga career path
3) saving money for college
4) entertainment
5) education
6) health
7) charity
Sceptical about financial and
governmental institutions.
Privacy concerns might also be the
reason why services that delete
messages, like Snapchat, have gained a
lot of attention..
Young people can get their needs
satisfied with social apps that address
their interests, community-based
health and fitness apps, photo editing
apps that help young people express
themselves, or charity apps that realize
theirsocial values.
1) Attention, affirmation and
community
2) Finding a higher meaning of life
(typically through communities)
3) Self-expression
How they are
• An app should satisfy young people’s need to beheard
• An app should help young people save money or earn money.
• An app should motivate youngpeople to pursue their purpose (concrete and action-oriented goals)
• An app should help young people express themselves and look remarkable to others
• An app should befun and entertaining.
• Does it have anonymity or privacyfeatures?
things your app can do to appeal to millennial

19. IM: Messaging is at the heart of the mobile experience, what to say and to whom
• Privacy : Younger audiences protect their online privacy by
controlling access to their online personas, removing concerns
of patterns, schools, or employees seeingtheiractivity
• Disposability: Messaging apps make it simple to switch
between online personas and groups, and drop them as
desired
• Sociability: Informal medium to meet new people and share
common interests
• Visual Orientation: Multi-media content is engaging and
expressive;rendingSMS outdated
• Exclusivity: Unwanted messages and spam are easier to avoid,
in FB the new feeds is often cluttered with acquaintances
rather than close friends
• Frequency of use : Frequency of use, or frequency of
interaction with a given technology, can show just how
powerful that technology is.
• Secondly: messaging apps hit an emotional connection that
allowsusersto more broadly expressthemselves
• Convenience: "Make it easier for people to do something
they value, and they'll do it more.“
• consumers interaction: AI chatbots and intelligent assistants
will soon merge with messaging apps to further change how
brands and
Youth(*): Privacy and Novelty spur interest
Business: Experience Demand
EXPERIENCE
(*) Forrester Research
UX

20. IM: Snapchat a great exampleof IM drivers (entertainment, engagement , look remarkable ….)
about what to say and to whom
May 2016

21. IM
Privacy and Teens

22. IM: Teens are sharing more information about themselves on social media sites than they
did in the past.
91% post a photo of themselves, up from 79%
71% post their school name, up from 49%.
71% post the city or town where they live, up from 61%.
53% post their email address, up from 29%.
20% post their cell phone number, up from 2%.
92% post their real name to theprofilethey usemost often.2
84% post their interests, such as movies, music, or booksthey like.
82% post their birth date.
62% post their relationship status.
24% post videos of themselves.
PewResearchCenter

23. IM: native users balance privacy ( social privacy) and express themselves and look
remarkable to others ( reputation)
• Most teens express a high level of confidence in managing their
Facebook privacy settings.
• Lots of time and energy is devoted to reputation and network
management
• 74% of teen social media users have deleted people from their network
• 59% have deleted or edited something that they posted in the past
• 53% have deleted comments from others on their profile or account
• 45% have reomeved tehir name from photos that have been tagged
• 31% have deleted or deativated an entire profile or account
• 19% have posted updates, comments, photos or videos that they later
regretted
PewResearchCenter

24. IM: blocking and content reputation activities
• Network curation isalso an important part of privacy and reputation managementfor social media-usingteens
o Teenswho are concerned about third party access to theirpersonal information are alsomore likely to engage in online reputation management.
o Teens who have been contacted online by someone they did not know in a way that made them feel scared or uncomfortable are substantially more likely to engage in
many reputation managing behaviors on social media.
• Many teen social media users will make the content they share more private by obscuring some of their updates and posts, sharing inside jokes and other coded messages that
only certainfriendswill understand;
• More than half of online teens(57%) say theyhave decided not to post somethingonline because they were concerned it would reflectbadly on them in the future
• 4% of teens have posted something online that caused problems for them or a family member, or got them in trouble at school.
• Most teenagers ignore Strangers who contact themonline
PewResearchCenter

25. IM: privacy and third party access is understood diferently by teens
PewResearchCenter
• Overall, 40% of teen social media users say they are “very” or “somewhat” concerned that some of the information they
share on social networking sites might be accessed by third parties like advertisers or businesses without their knowledge
• Most teen social media users say they aren’t very concerned about third-party access to their data.
• Insights from PewResearch online focus groups suggest that some teens do not have a good sense of whether or not the
information they share on a social media site is being used by third parties.

26. IM: teens are turning to peers and parents for advice
• With some exceptions, teen “online privacy advice seekers” take similar
steps to manage and maintain their online social networking profiles
compared with teens who have not sought out privacy advice from others.
o 42% have asked a friend or peer for advice on managing their privacy
onlie
o 41% have asked a parent
o 37% have asked a sibling or cousin
o 13% have gone to a website for advice
o 9% have asked a teacher
o 3% have gone to someother person or resource
PewResearchCenter

27. IM: but there is a parental concern
PewResearchCenter

28. IM
Potential risks and Teens

29. IM: potential risks

30. IM: Ciberbullying

31. IM: Grooming

32. IM: Sexting

33. IM: Sexting
• In Spain, 4% of children between 10 and 16 years declare to have taken
themselves photos or videos in a (not necessarily nudity or erotic) sexy posture
using themobile phone.
• 8.1% of Spanish adolescents aged 10 to 16 years reported to have received in their
phones photos or videos of boys or girls known in a sexy pose.
• 44.4% of youth declare to have high gravity to active sexting,
• They sexting because teens perform flirting and fun. Two powerful reasons that
can makethis phenomenon a lasting fashion *
• Most of young people are aware of the potential risks of sexting and they still
produce and distribute to their friends images of themselves naked or half-naked
• Sexy gifts to the couple are the main reason to send messages, photos or videos
of themselves. However, the reasons to send pictures and videos to others are
more linked to give response to individual requests or to imitate some friend
behaviors. Fun and entertainment is the second mostpowerful reason to sexting
(Fuente:Observatorio de la Seguridad de la Informacion, por Inteco (Inst. Nac. De tecnologías de la Comunicación) ypor PantallasAmigas, Feb´11)

34. IM: (In) Secure Behaviour: Instantmessages are considered short-term & free-risk but…
Users can invite their friends and followers to ask them questions
by posting links on their timelines or Twitter feeds. Unfortunately,
and sadly this site is ripe with abuse and has been linked to
several incidents that have resulted in suicide. Ask.fm’s age
requirement 13 years old.
It’s known as Selfie central! Parents need to make sure the
privacy settings are set to allow friends they know to see the
images. Also, the Geo-location feature needs to be turned off to
mitigate online predator risk. Parents should also be aware
that Instagram has recently been linked to buying and selling
drugs. Required age of use is 13 years old
A quick instant messaging service that allows teens to text their
friends (who are also using Kik) and add photos and videos to the
text message. It’s rated 17+ but many young teens are using it
without their parents’ knowledge. Kik is very popular and has 90
million users. Kids may be exposed to highly sexualized,
inappropriate content that includes graphic images.
The potential for misuse is extreme including accessing
inappropriate content, posting inappropriate content, and
posting personal information. There is an option for private
broadcast.
he app is restricted to teens that are at least17 years old becauseof
the mature content which includes offensive language, nudity, drug
use and sex.
The free app allows users to send short text and image posts to their friends without
revealing the identity of the person who sent the post. Secret reveals posts from the
user’s contacts who are also using the app. As with all anonymous apps, Secret can
be a hot-bed of mean comments and cyberbullying.
It’s known as the sexting app. Kids may think the photos disappear for all time but
a screenshot capture can be taken easily and the image can go viral quickly. In
addition, Snapchat has known security vulnerabilities such that their database of
customer names and phone numbers was recently hacked.
WhatsApp is a smartphone messaging app that allows users to create groups, send
each other unlimited images, video and audio media messages, and location in
addition to basic texting. Terms of servicerequireusers to be at least16 years old.
Unlike the app Snapchat, Whisper doesn’t claim that user posts “disappear forever.”
In fact their privacy policy reads, “You understand that Whisper Text does not
guarantee confidentiality with respect to any User Content you submit.
Users are able to chat anonymously with people in their geographic vicinity by
enabling the GPS feature of this app. This was not the intention of the developers
of this app but unfortunately middle-schoolers and high-schoolers have used it for
this purposeas well as bomb threats.
Screen Retriever

35. IM
Reshaping the messaging business
“Some of the key drivers of mobile messaging’s growth identified include consumers’ growing interest
in intimate forums for social sharing, the multiple modes of communication offered by messaging apps
and the growing number of features offered, including peer-to-peer payments and mcommerce,”

36. IM: Despite the increasing adoption of apps in person to person messaging
companies still prefer to use SMS to communicate
MEF & Global web index

37. IM: but channels and preferences evolve by markets
MEF
HOW DO YOU MOST LIKE TO COMMUNICATE WITH YOUR RETAILER

38. IM: not being possible to unify patterns
MEF

39. IM: but enough to detect that most popular use of “business sms” are being
adopted via apps
MEF

40. IM: trends that are not exclusive to millennials
MEF

41. IM: Brands moving into messaging to create a great experience while
complying with regulations and limiting business risks
IPG media labs & The statistic
• Consumers are demanding the experience created by these
messaging apps, and it would be detrimental to brand to
avoid this shift.

42. IM: new mindset for engagement and fans
1.Messaging apps are “SMS+”
Messaging as a behavior isn’t new; it’s simplythecontinuation of texting and
instant messagingthat was established over 20 years ago. Smartphones are
simply makingit easier for peopleto chat whenever and wherever themood
strikes them.
2. People love messaging apps because they can bettercontrol and dispose of
online identities
Unlikeprofiles on other forms of social media, which aremeant to beconsistent
and long-lasting, messaging apps let users assumeand drop personalities,
protecting their identity whileallowing themto connect. This is especially
important to young adults, as wediscussed in our Outlook 2014 report.
3. Content and context are the key to connecting
Before jumping into themessaging ecosystem, determinewhereand
how your brand can add to the dialogue. Consumers arelooking for content
that improves their experience, not spam on a new medium.
4. Third parties can help enhance brand executions, simplifying implementation
InMobi, Adaptly, MoPub, and other companies arequickly ramping up to help
brands participatein messaging apps, so there’s no excusefor not entering
IPG media labs

43. IM: instant messaging mindset that is going corporate
MEF
1) Messaging apps and APIs 2) B2C assistant for companies 3) Existing B2C companies 4) New infrastructures for 2) & 3)
• SMS: Twilioand NexmoAPIs
• Facebook Messanger: to become a
platform for business
• Whatsapp: Thinking about business-
to-usermessaging case
• Twitter DMS: Enabling customer
support scenarios
• iMessage
• Wechat and line: platforms +
subscriptions style bots + 1-to-1
direct messaginginterations
• Telegram: well supported platform
• In–app messaging: Smooch, Layer,
TwilioIP Messaging
“ Message us and we´ll assist you with
X thing”
• Messaging with a bot: Digit, Assist,
Peach
• Messaging with and human:
Magic, Operator, Pana, Facebook
M, PS Dept
Coveringdifferentusescases:
oLocal
oTravel
oOn-demand
oCommerce
oFashion
oBanking
oFinance
onews
“ new external facing team that deals
in conversations with customer over
messaging ( not customer support) ”
Businesswill need
• Well trained assistants: Hotel
tonight Aces, Bonobos Ninjas,
ModCloth Stylist….
• Software that makes these
assitants´lives easier : Zendesk,
Desk.com, Fresdesk,Front…)
• Investment in the presence of
messagingchannels
“ messaging for ”
- Marketing
- Analytics
- Optimization
- NLP/AI
- Payments
- Personalization
Anyone using a messaging as a
platform today is effectively a tech
company
• Non profitlike CrisisText Line
• Travel agents Pana
• Commerce experience Operator
• VetsliksTreat

44. IM: where there are different global players and regional markets by app adoption

45. IM: markets with fully deployment of platforms and ecosystemsin place
• WeChat, which has 500 millionusersworldwide,enablesitsusersto make voice and videocalls, communicate withgroups of up to 500 people,sendand
receive peer-to-peerpayments,andtake advantage of a complete paymentsplatform to check out in stores and restaurants or shop online.
• WeChat is alsoopen to integrationwith third-partyapps, with Tencentencouraging developerstobuilt other functions intothe platform, and Tencent
has created its owngames and licensedTV and moviesto stream within WeChat.Similarly,Line offersmessaging and voice,videogames, mobile
payments,TV shows, movies,stickers,and a taxi-callingservice that rivals Uber.

46. IM: and markets developed on individual usage but with focus on business with
best potential for massive scale
Mobile Sharing best place to start Message marketing is powerful
Business to community .com
Bots
• Snapchat, which built its brand on the appeal of ephemeral messaging, has a payment service called Snapcash, plus a traditional chat service and video chat capabilities.
Snapchat is also moving to become a media platform; its users can create short videologues called Stories, and it’s partnered with media companies for Snapchat
Discover, a feature that deliverseditionsof videosand textstoriesfrom organizations like CNN, National Geographic, Yahoo News, and Vice.
Platform
concept

47. IM: developing new business revenue streams
MEF
The most popular revenue models that have emerged include paid digital
• content (such as games, videos and emojis),
• Advertising (official accounts, in-feed ads),
• mcommerce (in-app purchases)
• online-to-offline commerce (ordering food, hailing a cab)
• and finance (peer-to-peer payments and subscriptions).

48. IM
Thanks!