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FB integrates Instagram, Messenger and WhatsApp: A Cure for Fragmentation?



Facebook is looking to consolidate its Instagram, Messenger and WhatsApp features into one product. According to an article published for the first time on The New York Times services will continue to work as stand-alone applications, but the technology infrastructure will be unified, which will of course enhance Facebook's understanding of consumers.

The article adds that merging varieties is expected to end by early 2020. Facebook also told the New York Times that it is trying to build "best messaging experiences" and works to complete messaging applications. To make it easier for friends and family to access the web.

For some, this move shows Facebook founder Mark Zuckerberg responding to his promise to give WhatsApp and Instagram the freedom to make his choice. Facebook acquired WhatsApp nearly five years ago in a $ 1

9 billion deal, including $ 4 billion in cash, $ 12 billion in Facebook shares, and another $ 3 billion in WhatsApp staff over the next four years. At this point, Facebook's biggest acquisition so far has been.

Meanwhile, Instagram is part of the Facebook family since 2012 when it was acquired for approximately $ 1 billion in cash and stock. two different experiences complement each other and to succeed, platforms must be "careful to preserve and build the strengths and functions of Instagram rather than just trying to integrate everything into Facebook."

Since then, all founders of WhatsApp and Instagram have left the organization.

Lek for fragmentation?

Justin Paton, Chief Strategy and Transformation Officer, Digitas APAC said Facebook's decision to integrate messaging services on its three largest platforms demonstrates recognition of the growing problems.

However, the move comes with challenges about identity and data sharing that could potentially make people nervous about what they had previously considered as separate and secure channels, he said. I believe that communication and security sensitivity and the sense of people controlling how their data can be used on the different platforms is very important. It will not be small challenges, but with the planned project to take about a year, he has time to do it and hope to do it right, "said Peyton.

He added that while it is great to have First of all, all these services are at our disposal, but in fact consumers do not want to have fragmentation in their lives. "Would people be okay if as a Singtel customer they could not contact M1 customers? Or if you use Microsoft Outlook means you can not write to people with Gmail. No, they would not, "he added.

While Paton quickly adds that he does not think Facebook fixes the whole messaging application fragmentation (ultimately, a Facebook Messenger user will still not be able to connect with a platform that it does not own), the move demonstrates recognition of what can become a bigger problem over time as people increasingly rely on communications applications for daily communications

Lion & Lion Managing Director in Malaysia also saw the move as positive, saying integration would simplify the strength of Facebook, as it no longer needs to develop competitive versions of new features, and inter-platform communications will also allow companies using a platform to inform potential customers about another

This will promote the ease and efficiency of doing business for Internet-based buyers and sellers, especially here in Southeast Asia, where small businesses are heavily reliant on these messaging platforms. For marketers and advertisers, integration will provide tremendous opportunity for improved ad targeting, as it will facilitate communication with users, regardless of the platform used.

James Line, Chief Strategic Director at Consider iProspect, added that the process would allow Facebook platforms to compete better as a unit rather than against one another. He added that this move would also provide some certainty to Facebook that regulators or governments would find it harder to decide to split any of these platforms in the future. customers across the world, especially in Malaysia, where WhatsApp use is higher than average, is also significant, "said Lin, but added that given the still new, it will take some time before marketers and advertisers can accurately assess the impact of introducing ad on platforms.

                                     
                    


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