{ "docId": "019f6b8f-715e-72b8-a0bf-3aac847c79a0", "docSlug": "jarvis-thoughts-on-messenger-business-ecosystem", "documentTitle": "Thoughts on Messenger business ecosystem", "authorId": "thoughts-on-messenger-business-ecosystem", "authorName": null, "documentKindSlug": "deck", "documentKindLabel": "Deck", "sourceTypeSlug": "investor_relations", "sourceTypeLabel": "Investor relations", "presentationDate": null, "orientation": null, "aspectRatio": null, "pageNumber": 8, "pageCount": 13, "prevPage": 7, "nextPage": 9, "slideType": "other", "function": "summarize", "density": "overcrowded", "nDataPoints": 2, "notes": "This appears to be a page from an internal strategy document or email thread regarding Messenger's business evolution.", "elementsJson": null, "metadataConfidence": 0.9, "imagePath": null, "slideHref": "/slides/019f6b8f-715e-72b8-a0bf-3aac847c79a0/8", "deckHref": "/decks/019f6b8f-715e-72b8-a0bf-3aac847c79a0", "deckJsonHref": "/decks/019f6b8f-715e-72b8-a0bf-3aac847c79a0.json", "deckAnchorHref": "/decks/019f6b8f-715e-72b8-a0bf-3aac847c79a0#slide-8", "components": [ { "bbox": { "h": 0.02, "w": 0.07, "x": 0.85, "y": 0.95 }, "kind": "other", "text": "FB-01366942", "attrs": null, "subkind": "other", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "088b5855-b994-4074-b2bf-8329de38eabe", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.02, "w": 0.1, "x": 0.08, "y": 0.95 }, "kind": "other", "text": "CONFIDENTIAL", "attrs": null, "subkind": "other", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "16f6b896-a9bd-43db-95db-000c45cfdd0f", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.02, "w": 0.01, "x": 0.49, "y": 0.95 }, "kind": "other", "text": "9", "attrs": null, "subkind": "other", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "c045473f-12e7-4c8f-a1e6-5365d2a82162", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.11, "w": 0.42, "x": 0.08, "y": 0.73 }, "kind": "paragraph", "text": "The argument for app install ads is that it's easier and more understandable for businesses, especially early on. For example, the taxi integration that WeChat did was primarily just about driving app installs to the taxi app rather than doing much actual integration. It's easy to imagine how we could make some money adding app install ads, especially early on, before we had a full business ecosystem.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "3d7a4614-d8ee-43e3-8fc0-863934e1d451", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.42, "x": 0.08, "y": 0.85 }, "kind": "paragraph", "text": "The argument against app install ads is that any space we allocate to them has a large opportunity cost against building the business we eventually want in the main inbox. Any app install ad that sends a person to another app is a wasted opportunity to educate people on interacting with businesses in Messenger. Arguably, WeChat is stuck at the stage of running ads in a secondary discovery tab because they took the easy money and never built out a full enough ecosystem to be able to monetize the main inbox where most of the traffic is. They're still doing at a bit more ~$3 per person annually, but our goal is to reach the monetization levels we see in News Feed of greater than $10 per person, if not more.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "79dd98ee-08c6-4b0a-b0de-643123eff31c", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.42, "x": 0.08, "y": 0.06 }, "kind": "paragraph", "text": "Starbucks in nearby and it would create a thread that would sit in your inbox from then on. When you first open the thread, you'd see Starbucks's default message and maybe some structured menu items, and you could tap or type to order something, pay inline, and then when you show up the barista will have your drink ready and hand it to you, knowing who you are because your identity shows up on an iPad at the cashier.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "940a0b41-7ad9-463e-becc-1aa63a5c422b", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.42, "x": 0.08, "y": 0.5 }, "kind": "paragraph", "text": "As I said above, the discovery tab is like the right hand column of Facebook or Google. It will be enough volume to get some interesting behaviors going within the ecosystem and to start building the business, but given the much smaller volume of visits compared the main inbox, this will never turn into a huge business by itself. This roadmap by itself is a stepping stone to the main business of interacting with businesses in the main inbox by getting people used to engaging with businesses in Messenger.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "ab8f96ca-3860-4f41-aae3-43ce43ca71d8", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.11, "w": 0.42, "x": 0.08, "y": 0.38 }, "kind": "paragraph", "text": "Initially, I expect we'd highlight these businesses on Messenger for free or very cheaply. But once we have a good number in there, then the third stage of evolution for the discovery tab is to turn this into a market and start charging for paid placement in addition to showing good organic people and business content.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "c9bc16dc-1984-4352-a7ff-b444d0a29494", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.42, "x": 0.08, "y": 0.22 }, "kind": "paragraph", "text": "Beyond Starbucks, another good example could be ordering a cab. This is worth mentioning because it's how WeChat started building up their payment base, and we are currently in discussions with Uber about doing something similar with them. That said, I don't think WeChat made this a great experience beyond just sending you to the taxi app, so there's a lot more we'd want to do here as well. I'll get into that more below.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "d8ac352f-7444-4323-92a8-b1db4000097a", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.06, "w": 0.42, "x": 0.08, "y": 0.66 }, "kind": "paragraph", "text": "One open question is whether we want to use the discovery tab to only promote business interactions on Messenger, or whether we want to run more general ads here, including app install ads.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "f67f36a0-6612-42eb-bd93-cd0ac0980917", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [], "frameworks": [], "arcBeats": [ { "to": 9, "from": 5, "beatId": "559be14e-6d73-4e13-81e4-597a1480d491", "arcName": "The Sparkline", "arcSlug": "sparkline", "beatName": "What Could Be", "beatSlug": "sparkline-what-could-be-2", "evidence": "The deck explores potential workflows and key messages.", "position": 1, "confidence": 0.6, "parentBeatName": "Turn", "parentBeatSlug": "turn" } ], "loops": [ { "to": 12, "from": 2, "name": "Golden Circle", "slug": "11-golden-circle", "bestFor": "Visionary leadership, brand positioning, mission statements", "matchId": "ed30ef13-86ba-4a1e-a16d-a696543d905a", "evidence": "The deck repeatedly emphasizes key messages.", "position": 0, "objective": "Why Messenger business ecosystem matters", "structure": "The Why (Belief) -> The How (Process) -> The What (Result)", "confidence": 0.6, "description": "Invert the typical pitch by starting with why you exist, rather than what you do" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }