Prashant Kumar
Jun 30, 2014

Messaging apps: What the new face of social media means for brands

As Line, the mobile messaging app operator, gets ready for an IPO that some expect to be valued at up to $20 billion, Prashant Kumar, president of IPG Mediabrands, World Markets Asia, discusses how messaging apps are transforming social media, and what it means for brands.

Prashant Kumar

Research material and images courtesy IPG MediaLab

Already we have seen Facebook’s $19 billion purchase of WhatsApp that solidified 2014 as a breakthrough year for messaging apps. In addition to Facebook’s WhatsApp purchase, Rakuten acquired Viber for $900 million a relative bargain and South Korea’s KakaoTalk is getting ready for a $2 billion IPO.

The leading messaging apps are engaged in an all-out arms race for user...

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