Why Messaging Could Be Mobile’s Killer App
Could the next big platform fit inside a messaging app?
Facebook’s new Android integration, Home, groups Instagram, maps, email, and other apps in one drawer. Its main screen has just three navigation options: “Apps,” “Last App,” and—the exceptional stand-alone app in the mix—“Messenger.”
Why has Facebook given such special treatment to a once tangential feature of its service?
Here’s a theory: “I think everyone is realizing that messaging is the killer app in mobile,” says Ted Livingston, the creator of a messenger app called Kik.
“Now it’s just who can wrap a platform around it the fastest.”
In shaping its targeted advertising strategy, it is no longer relying solely on what Facebook users reveal about themselves. Instead, it is tapping into outside sources of data to learn even more about them — and to sell ads that are more finely targeted to them. Facebook says that this way, marketers will be able to reach the right audience for the right products, and consumers will see advertisements that are, as the company calls it, “relevant” to them.
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