How did Kakao Talk become a great hit in South Korea? As a downloadable software application, developed in South Korea in 2010, Kakao Talk maintained its position as the No.1 mobile messenger application since many consumers viewed it as a must-have mobile application for smartphones users. Kakao Talk features services including one-on-one chats, group chats, and sending/receiving messages including photos, videos, and contact information. Currently, Kakao Talk counts approximately 70 million users, and this figure outnumbers the size of Korea’s population of 50 million. The reputation of Kakao Talk is rapidly spreading not just in South Korea but also all over the world. A statistic shows that its users spend an average of 43 minutes per day. The application is forcing us to examine its business model and marketing strategies that led to such great success. Without any doubt, Kakao Talk is an extraordinary important issue in terms of marketing.
KaKao Talk’s marketing strategy is focused on the characteristic of the messenger that allows users to enjoy instant communication; therefore, users invite their friends and this creates a positive domino effect. Users are offered free emoticons, decorations and games, which further encourages non-users to experience trials. Free services and user-friendly operations are more appealing to potential users. This communication chain led KaKao Talk to increase the number of users by dramatic figure within the short period of time and establish a broader user network. Another key point of their success is positive word of mouth spread by the users. Unlike other applications, Kakao Talk distributed free versions and updates. These strategies led the application to maintain a positive image, and users voluntarily market the application for their convenience of interaction with other people. The power of testimonials from satisfied users was tremendous enough to attract even more users. In addition, Kakao talk fulfilled many different users’ expectations through marking research. For example, Kakao Talk launched mobile games by affiliating with other game developers so that the users can compete with their friends through the online games.
Due to well-planned marketing strategies, Kakao Talk seems to continue to retain a solid foothold in the industry of mobile messenger.
Source:
http://www.arirang.co.kr/News/News_View.asp?nseq=142342&code=Ne2&category=2
Yeah! I love Kakaotalk! It solved the problem of text messaging which is high price. I know the price for 500 text per month is often $15 or more…. but kakaotalk makes sure I never pay for texts. As you mentioned, there are lots of useful functions like audio clips, voice talk, and funny emoticons. I often use them to my family and friends (not only just Korean friends; I have lots of international friends who are using Kakaotalk!). It is also possible to invite multiple people to a text conversation, which I found really efficient in family gathering or work situations where several people need to communicate. When I text, my mom, dad, and little sister can see simultaneously. It is conducive to time saving. The only real problem with kakaotalk is the fact that, because it is an online instant messenger, I can text only with others who are using this application and it is pretty complex to old generation, I cannot text my grandparents for free.
Since many old people use smartphone now, why does not Kakaotalk target different segment (which means old generation here!) by changing to simple style but same functions as the original Kakaotalk. 🙂