![]() WeChat is now incorporating payment options allowing users to buy items from official accounts with one-click payment. It has also recently added tools enabling users to participate to contests, play mini-games, and issue coupons.Ĭonsumers are willing to pay for services and content on their mobile. However, WeChat also has social media-style features like a newsfeed (Facebook), a focus on short messages (Twitter), video calling (Skype), location-based services (Foursquare), and a payment system. WeChat (known as Weixin in China) is similar to Whatsapp, the mobile messaging application recently acquired by Facebook for $19 billion USD, which enables users to send instant text and audio messages. Two-thirds of China’s subscribers are held by China Mobile, and the other one-third is split between Unicom and Telecom. Mobile marketing in ChinaĬhina is the world’s largest mobile phone market with more than 900 million subscribers. And probably most importantly, research shows that 74 percent of smartphone users use their phone to help with shopping, with 79 percent ultimately making a purchase as a result. Mobiles are now used for shopping, searching, entertainment, socializing, and brand interaction. “The power (in the future) to determine that a target consumer is driving in the proximity of your restaurant and then feed them an immediate message or coupon is unprecedented,” says Kimberly Whitler of Forbes Magazine. In a 2012 survey, Morgan Stanley researchers found that 91 percent of adults have their mobile phone within arm’s reach 24/7. Going mobile is arguably the closest you can get to the consumer, as no other device provides the opportunity for proximity and immediate reach. ![]() So, where should businesses start, and how can they guarantee that their budgets won’t disappear down the digital rabbit hole? Smart phones, tablets, hybrid devices such as Windows Surface, and multiple environments including Android, Android China, Amazon, Facebook, and Apple’s iOS, as well as an ever-evolving merry-go-round of features, updates, and apps mean additional levels of multifaceted marketing. However, these emerging platforms and applications also add up to a much more complex world for businesses. The future of business will depend heavily on a new wave of innovative mobile communication platforms and applications, like China’s cutting-edge mobile platform, WeChat. ![]()
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