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11个人的小公司如何做到25亿用户,表情符是座创
业金矿
Likeanycollegekid,EvanWraylovedusingthetinypictogramsknownasemoji.ButhehatedthattherewasnoemojitoexpresshisFightingIrishpridewithfellowUniversityofNotreDamestudents.So,alongside
co-founderSeanOBrien,hebuiltamodestbusinessonthatdisconnect.TextPride,asitwascalled,licensedimagesfrombrandsinthesportsandentertainmentworldandsoldthemasstickerpacks.Withinamessaging
applikeKik,userscouldbuyapacketofstickersforDisneysFrozenfor
$1.99,forexample.
TextPridewasafinebusiness,butatinyone.Meanwhile,themarketformessagingappswasexploding.FacebookFB0.61%boughtWhatsAppfor
$19billion;thatservicenowhas700millionmonthlyactiveusers.Tango,anappwith250millionregisteredusers,isworth$1.5billion.Kikhas200millionregisteredusers.Snapchat,worth$10billion,has100millionusers.
Anewstudy,commissionedbyKik,showsthatU.S.usersnowspendmoretimeonaverageinmessagingappsthantheydoonsocialnetworkingapps.Theonlyproblem?Thesemessagingappsneedwaystomakemoney,andtheresnoreasonablewayfo radvertiserstowedgethemselvesintoconversationsbetweenfriends.
Thisisathornyissuethatsuniquetomessagingapps.Weexpectadstolivealongsidecontentweconsume.Wedontexpectthemtocropupinour
one-on-onecommunications.“Thelastthingyouwantinapersonalconversationisabanneradorpop-upthatinterruptsthat,”Wraysays.“Itmightworkwithmoreimpersonalnetworks,butspecificallywithin
messaging,peoplehatetraditionalads.”
WhatsApphadbeenparticularlyad-aversebeforeitssaletoFacebook.CEOJanKoumkeptanotefromco-founderBrianActontapedtohisdesktoremindhimofthecompanyscorevalues.Itread:“NoAds!NoGames!NoGimmicks!”
Sothemessagingappshavegottencreative.Tango,forexample,insertsadswithinausersmessaging“inbox.”WeChat,apopularChinesea
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