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Facebook acquired WhatsApp for several reasons:
1) WhatsApp posed a threat by gaining smartphone users that Facebook was losing, and was poised to overtake Facebook as the top social media app.
2) The messaging market is huge and Facebook wanted to enter it, though its own messaging apps came too late.
3) On mobile, Facebook faces competition in attracting new users, while WhatsApp has strong growth.
Facebook acquired WhatsApp for several reasons:
1) WhatsApp posed a threat by gaining smartphone users that Facebook was losing, and was poised to overtake Facebook as the top social media app.
2) The messaging market is huge and Facebook wanted to enter it, though its own messaging apps came too late.
3) On mobile, Facebook faces competition in attracting new users, while WhatsApp has strong growth.
Facebook acquired WhatsApp for several reasons:
1) WhatsApp posed a threat by gaining smartphone users that Facebook was losing, and was poised to overtake Facebook as the top social media app.
2) The messaging market is huge and Facebook wanted to enter it, though its own messaging apps came too late.
3) On mobile, Facebook faces competition in attracting new users, while WhatsApp has strong growth.
WhatsApp was a threat. Several user studies have shown that
Facebook has been losing potential smartphone users to WhatsApp. There is a lack of overlap between WhatsApp and Facebook users. In the near future, it was poised to eclipse Facebook as the prime social messaging + photo sharing smartphone app.
The messaging market is huge and Facebook wants in. Working
on an IM app has lent me some insights into the messaging industry. Facebook tried to up its game too late, as did Google, through the release of the new Facebook messenger and Hangouts, respectively. I'm not sure how well that fared for them, but WhatsApp has the user base Facebook needs and is witnessing phenomenal growth even now. Messaging has started taking precedence over other means of mobile communication. The finding below supports this claim.
For a smartphone user, Facebook is just another social
networking app. Facebook's strength is its desktop website, where it is unparalleled. However, Facebook faces tough competition in acquiring users from the mobile channel. Facebook is not just a product anymore, it is a corporation and needed to strengthen its presence in the mobile market. This also ties in with their decision to acquire Instagram.
Lack of growth in the teenage market. Snapchat and other apps
have captured the imagination and fleeting fancies of teens while Facebook has lagged. WhatsApp is growing fast in that segment as well.
Horizontal integration: Facebook's aim is to reach "billions of users".
It is primarily a social company and WhatsApp provides the opportunity to achieve this aim. FB has huge social content but hasn't been able to make a mark globally in communication till now
Ensure robust growth in the smartphone market: The future of
social media lies in the smartphone/tablet market. With strategic moves like the acquisition of Instagram and the launch of Facebook paper, Facebook is trying to ensure that it continues to grow with the growth in smart devices
Re-claim losing market share among teens: Facebook needs to
ensure that it remains the 'cool' social media platform among shifting tastes of the youth. Reportedly, Facebook's growth has flattened among youth and negative among young teens. Whats App has witnessed a strong user growth in 16-24 age bracket
Expand its reach into Europe and Emerging Markets: FB
messenger has helped Facebook make a strong presence in US and Canada. Outside US and Canada, Facebook was a late entrant in the messaging market globally (2011). WhatsApp, launched in 2009, is the dominant messaging app in Europe and India. Facebook Messenger's market share is only next to Whats App in the messaging market. However,
it is worthwhile to note that Facebook has mentioned that it will continue to
invest in both Facebook Messenger and WhatsApp
WhatsApp accelerated new user growth: Whats App has shown a
strong trajectory in terms of growth of new user base. It has 450 million users (70% active on any given day) and a million more are joining each day