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執(zhí)牛耳訊 最新數(shù)據(jù)顯示，移動應(yīng)用程序（App）在2017年底活躍度人數(shù)高達61億。但隨著市場的成熟，整體增長速度正在放緩，規(guī)模較小的企業(yè)正在苦苦掙扎，F(xiàn)acebook、WhatsApp、WeChat等已經(jīng)將他們的注意力轉(zhuǎn)移到了用戶參與和驅(qū)動收入的新途徑。（執(zhí)牛耳新媒體譯）

·Mobile messaging appstracked by IHS Markit achieved a combined user base of 6.1 billion monthlyactive users by the end of 2017. As the market matures, the overall growth rateis slowing and smaller players are struggling.    

·Facebook and Tencentdominate the global messaging market, together accounting for 75 percent ofmonthly active users in the fourth quarter of 2017.

Engagement over user acquisition

參與用戶獲取

Major messaging companies with large audiences continue to prioritize user engagement over user acquisition. To drive monetization, messaging companies are expanding the rangeof content and services, to keep users within their communication platforms.

擁有大量用戶的大型消息傳遞公司繼續(xù)優(yōu)先考慮用戶的參與，而不是用戶的獲取。 為了推動貨幣化，通訊公司正在擴大內(nèi)容和服務(wù)范圍，將用戶留在他們的通信平臺中。

Facebook Messenger,WhatsApp, WeChat and others have now shifted their focus to user engagement andnew ways to drive revenue. Monetization strategies include in-app games andstickers, charging for promotional messages, advertising channels, and payment,commerce and services platforms.

Facebook Messenger，WhatsApp，微信和其他公司已經(jīng)將重點轉(zhuǎn)移到用戶參與和推動收入的新方式。 貨幣化策略包括應(yīng)用內(nèi)游戲和社交游戲，為促銷信息收費，廣告渠道以及支付，商業(yè)和服務(wù)平臺。

Video communications and content are central to messaging app strategies

視頻通信和內(nèi)容是消息應(yīng)用策略的核心

Video content andrelated products help messaging companies drive retention, engagement andmonetization.

視頻內(nèi)容和相關(guān)產(chǎn)品幫助通訊公司推動保留，參與和貨幣化。

Having a strong videoproposition is vital for almost all messaging and social apps — including videocalling, advertising, messaging, live broadcast and professional content.

Messaging companies expand into business communications

通訊公司擴展到商業(yè)通信領(lǐng)域

More companies areusing messaging services to advertise their products and send promotionalmessages, in order to increase brand awareness.

越來越多的公司正在使用信息服務(wù)來宣傳他們的產(chǎn)品并發(fā)送促銷信息，以提高品牌知名度。

The growing demandfor business communications is demonstrated by the launch of WhatsApp for business. Other messaging services are offering companies official accounts orverified business accounts on their platforms, to engage with messaging usersand potential customers.

越來越多的商業(yè)通信的需求，由WhatsApp面向企業(yè)推出而得到證明。其他的信息服務(wù)提供公司的官方賬戶或在其平臺經(jīng)過驗證的商業(yè)賬戶，與信息用戶和潛在客戶進行接觸。

Business communications could drive engagement across the messaging platform and addincremental revenues, but the main challenge is minimizing disruption of thecore user experience.

商業(yè)通信可以整個信息傳遞平臺的參與并增加收入來推動業(yè)務(wù)往來，但主要的挑戰(zhàn)是最大限度地減少用戶體驗的干擾。

International struggles for smaller players despite local success

盡管本地化成功，但國際上的爭奪仍在繼續(xù)

maller players inmajor markets that have been struggling to gain more users are likely to faceincreased competition from international and regional players. Country-focusedmessaging platforms, like Kakao and Line, already have a strong position anddeep service integration in their local markets, which should help them defendtheir positions for some time. However, they are not immune to competition. Thehuge resources available to Facebook, Tencent and other large platforms meanssmaller players must continue to innovate, to maintain audience engagement.

在主要市場中，一些小玩家一直在努力爭取更多用戶。他們可能面臨來自國際和地區(qū)玩家日益激烈的競爭。 像Kakao和Line這樣的重點信息平臺已經(jīng)在當?shù)厥袌鰮碛袕姶蟮牡匚缓蜕疃鹊姆?wù)整合，這將有助于他們在一段時間內(nèi)捍衛(wèi)自己的立場。 然而，他們也不能幸免于競爭。 面向Facebook、騰訊和其他大型平臺所擁有的巨大資源，意味著更小的玩家必須不斷創(chuàng)新，以保持受眾的參與度。

Google revamps messaging strategy, again

Google再次改進了消息傳遞策略

Google revamped its messaging platform strategy again by launching Chat. Instead of going full overthe top (OTT), the online search giant relies on operator standards as a way toensure the default position on Android phones. However, it is challenging forGoogle chat to acquire users, as the market is already crowded with playerswith large numbers of active users.

Google通過推出聊天功能再次改進了其信息平臺策略。 這家在線搜索巨頭沒有充分發(fā)揮頂級（OTT）的作用，而是依靠運營商的標準來確保Android手機的默認位置。 由于市場已經(jīng)擠滿了擁有大量活躍用戶的玩家，因此Google與用戶進行聊天是很有挑戰(zhàn)性的。