Facebook to build a Western version of the letter? Imitation is not enough-only Facebook and the app-IT information

Facebook Messenger mobile client has a built-in chat robots, and can support a local advertisement. If this sounds a bit familiar? Maybe because Facebook Messenger is follow the example of the app.

In recent years, Japan and Singapore, the surge in mobile phone users. Applications, especially micro-letter, always by people around. Users in the chat, the purchase of goods, voice chat, video chat. Messenger supports most of the functionality provided by the app, including commercial services and one-click purchase.

Today, the app has nearly 700 million users, has developed a good business model. If Facebook's goal is to be a success story, copied to occupy itself as a broader market, and that Facebook will need to add the features users want in the West. After all, Asia-Pacific consumer buying patterns, their trust in-app purchase more, and treat them like brand behavior patterns are different.

Recent updated Messenger clearly shows that Facebook is following the app's on the road to go further.

Every step of the way

Facebook built-in artificial intelligence is the first step. Last year, Facebook has acquired an artificial intelligence company Wit.ai to strengthen its advantages in the field of artificial intelligence. The move also shows that Facebook has to understand chat messages and behaviors, and commercialization of looking forward to it. Messenger built into the m-chat shopping robots is another bold attempt, although m is like a chatting robot, but the order still depend on the completion of a series of steps, such as artificial, but it shows Facebook construction trends in the mobile business. Chat bot, publishers and brands to customer support automation, including shopping, content discovery and interaction.

This account is actually very good work. Strictly speaking in the Facebook social network there are 1.7 billion users, if the user is interested in chat bot and built-in functions, the Messenger client for Facebook will add the new user. For example, if Messenger transplant micro clients who are able to express individual emotional expression package functionality, that could sweep 700 million users in North America market. For example, if you joined Facebook Messenger primary ads similar to the micro-and has the potential to increase advertising revenue. Of course the risks and challenges that remain.

Facebook challenge

Chat software is one of the few still maintain the illusion of privacy of one of several types. Such as Facebook acquired Whatsapp and 2014 as a separate application, which in April this year in which adds end-to-end encryption. It is obvious that the users want privacy. But for Facebook "determined to" become a Western version of the app, contradiction is that users need to be granted permission to continue networking, surveillance, and make money through their chat messages.

Another problem is that the user interface of Messenger acceptance. Messenger is a fun, mobile instant messaging application (app emoji look very rich, there are even specialized robots to be able to tell you the weather). But if Messenger is to become a real shopping application, users will see it as a serious business application. Facebook's user base is those who are used to sharing their baby on Facebook photos or graduation photos of users, they do not use Facebook as a platform to store credit card information. Therefore, the Messenger wants to complete the turn, Facebook would have to gain their trust.

To successful implementation of the strategy, Facebook needs to find the path of the effective promotion of the brand. In the Asia-Pacific region, micro-the key to success is one of the reasons more and more people are using smart phones. This trend also took place in the West, but the brand has lagged. Young Asian 40% of the 4.3 billion consumer APP with at least one well-known brands, such as Kyoto or millet. In the United States can be perhaps best buy, but users still will feel hesitation about installation or not.

But this is the real obstacle, Messenger real in the United States exploded into popularity of built-in shopping and advertising functions of chat software, need to find ways to meet the United States domestic market business model. We marveled at the per capita value of micro-credit (about $ 7) is WhatsApp about 7 times, about Facebook app valuations to buy WhatsApp twice times the price to be paid by, precisely because WhatsApp no kind of "app within an app" (application app) to expand capacity, but is looking forward to the Messenger. Probably only Snapchat really can be the United States version of the "app" because it offers similar scalability and great commercial potential.

Can be expected is that Messenger will eventually "app", but must also be "United States". We can see that it will integrate a large number of Americans are looking for service, but to be expected due to user habits, it will output less than a tiny income. Of course Facebook can wait for other chat software evolution become Westernized version of the app, Facebook at that time only needs to do is to buy buy buy.

Facebook欲打造西方版微信？仅仅模仿还不够 - Facebook,微信 - IT资讯

Facebook Messenger的手机客户端内置了聊天机器人，并且可以支持本地广告。听起来是不是有点熟悉？也许是因为Facebook Messenger就是在效仿微信。

近年来，日本和新加坡等的手机用户激增。应用程序特别是微信，一直陪伴在人们左右。用户在微信内聊天、购买商品、语音聊天、视频聊天。Messenger可以支持大部分微信提供的功能，甚至包括电商服务和一键式购买。

如今，微信拥有近7亿用户，已经发展出了一个良好的盈利模式。如果Facebook的目标是将这一成功案例，复制到自身所占据的为更广阔的市场，那Facebook需要添加西方用户想要的功能。毕竟亚太地区的消费者购买模式不同，他们对应用程序内购买的信任度更高，并且对待他们喜欢的品牌行为模式也有所不同。

而最近Messenger的一些更新显然表明了Facebook正在追随微信的道路上越走越远。

一步一个脚印

Facebook的第一步就是内置人工智能。去年，Facebook收购了一家人工智能公司Wit.ai，以增强其在人工智能领域的优势。这一举动也表明了Facebook有着理解聊天信息和行为，并将其商业化的热切期待。Messenger内置的M聊天购物机器人则是另外一个大胆的尝试，尽管M的呈现非常像聊天机器人，但是下单等一系列步骤的完成依然依赖于人工，不过它显示了Facebook在移动商务中的构建趋向。有了聊天机器人，出版商和品牌可以将客户支持自动化，包括购物，内容发现和各类交互。

这笔账其实很好算。严格意义上讲Facebook的社交网络中有17亿用户，如果用户对聊天机器人及内置功能感兴趣，那Messenger客户端将会为Facebook再新增全新的用户。举个例子，如果Messenger能够移植微信客户端中那些能够表达用户个性化情感的表情包功能，那可能会席卷北美7亿用户市场。再比如，如果Facebook在Messenger中加入类似微信的原生广告，则有可能大幅提高广告收入。当然这一点依然存在风险和挑战。

Facebook面临的挑战

聊天软件是为数不多的仍然保有维系隐私假象的几个应用类型之一。比如Facebook 2014年收购了Whatsapp并将其作为一个单独的应用程序，后者在今年4月就在其内部添加了端到端加密。显而易见的是用户想要隐私。但对于Facebook“立志”成为西方版的微信，矛盾之处就在于用户需要授予许可让它持续的联网，监控，然后通过他们的聊天信息赚钱。

另外一大问题在于用户对Messenger的接口认可程度。Messenger是一个有趣的、移动端即时通讯应用（应用内emoji表情非常丰富，甚至有专门的机器人能够告诉你天气）。但是如果Messenger要成为一个真正的购物应用程序，用户将会看到将它当作一个正儿八经的商业应用来看待。Facebook的用户基群是那些习惯于在Facebook上分享自己宝宝照片或者毕业照片的用户，他们并不会将Facebook当作一个可以存储信用卡信息的平台。因此，Messenger想完成转身，Facebook就必须要取得他们的信任。

要想将战略成功落实，Facebook需要找出有效推广品牌的路径。在亚太地区，微信成功的关键原因之一是越来越多的人使用智能手机。这一趋势同时也发生在西方，但是品牌效应已经滞后。亚洲年轻的43亿消费者中的40%拥有至少一个知名品牌的APP，例如京东或者小米。在美国或许百思买能够算得上，但是用户依然会对安装与否感到迟疑。

然而这就是真正的障碍，Messenger想要真正地在美国爆炸性地成为普及性的内置购物及广告功能的聊天软件，就需要找出一个能够适应美国本土市场的商业模式。我们感叹于微信用户的人均价值(约7美元)是WhatsApp的7倍左右，微信的估值大约是Facebook收购WhatsApp所支付的天价的两倍，这正是因为WhatsApp没有那种“app within an app”（应用内置应用）的拓展能力，但是令人期待的是Messenger可以具备。目前也许只有Snapchat真的可以成为美国版的“微信”，因为它提供了类似的可扩展性并且极具商业潜力。

可以预期的是，Messenger终将“微信化”，然而必然也是“美国化”的。我们可以看到它将集成众多美国人所期待的服务，但是可以预期的是由于用户习惯，它将产出比微信更少的收入。当然Facebook也可以坐等其他聊天软件进化成为西化版本的微信，那个时候Facebook只需要做的就是买买买了。