执牛耳讯 最新数据显示，移动应用程序（App）在2017年底活跃度人数高达61亿。但随着市场的成熟，整体增长速度正在放缓，规模较小的企业正在苦苦挣扎，Facebook、WhatsApp、WeChat等已经将他们的注意力转移到了用户参与和驱动收入的新途径。（执牛耳新媒体译）

·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

参与用户获取

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.

拥有大量用户的大型消息传递公司继续优先考虑用户的参与，而不是用户的获取。 为了推动货币化，通讯公司正在扩大内容和服务范围，将用户留在他们的通信平台中。

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，微信和其他公司已经将重点转移到用户参与和推动收入的新方式。 货币化策略包括应用内游戏和社交游戏，为促销信息收费，广告渠道以及支付，商业和服务平台。

Video communications and content are central to messaging app strategies

视频通信和内容是消息应用策略的核心

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

视频内容和相关产品帮助通讯公司推动保留，参与和货币化。

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

通讯公司扩展到商业通信领域

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

越来越多的公司正在使用信息服务来宣传他们的产品并发送促销信息，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.

越来越多的商业通信的需求，由WhatsApp面向企业推出而得到证明。其他的信息服务提供公司的官方账户或在其平台经过验证的商业账户，与信息用户和潜在客户进行接触。

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

商业通信可以整个信息传递平台的参与并增加收入来推动业务往来，但主要的挑战是最大限度地减少用户体验的干扰。

International struggles for smaller players despite local success

尽管本地化成功，但国际上的争夺仍在继续

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.

在主要市场中，一些小玩家一直在努力争取更多用户。他们可能面临来自国际和地区玩家日益激烈的竞争。 像Kakao和Line这样的重点信息平台已经在当地市场拥有强大的地位和深度的服务整合，这将有助于他们在一段时间内捍卫自己的立场。 然而，他们也不能幸免于竞争。 面向Facebook、腾讯和其他大型平台所拥有的巨大资源，意味着更小的玩家必须不断创新，以保持受众的参与度。

Google revamps messaging strategy, again

Google再次改进了消息传递策略

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通过推出聊天功能再次改进了其信息平台策略。 这家在线搜索巨头没有充分发挥顶级（OTT）的作用，而是依靠运营商的标准来确保Android手机的默认位置。 由于市场已经挤满了拥有大量活跃用户的玩家，因此Google与用户进行聊天是很有挑战性的。