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Introduction

The rise of ephemeral messaging has taken the world by storm, as evidenced by a recent $15bn valuation reportedly placed on Snapchat. Media companies and brands need to evaluate the role ephemeral messaging can play within customer-facing strategies.

Highlights

  • Ephemeral messaging apps tap into mobile users' desire for transient communications. However, the penetration of such apps is still mostly confined to developed markets, such as Europe and North America, and also to the youth demographic. There is still room for growth.

Features and Benefits

  • Compares the different features of ephemeral messaging apps, including OTT communications apps.
  • Analyzes to what extent consumer concerns over data privacy and security are driving the adoption of ephemeral messaging apps.

Key questions answered

  • What are the key drivers for ephemeral messaging apps?
  • What are Snapchat's KPIs and how is its business model evolving?

Table of contents

Summary

  • In brief
  • Ovum view
  • Recommendations

Market status

  • Ephemeral messaging is more than just a passing fad
  • Ephemeral messaging is going beyond Snapchat

Market dynamics

  • “Ephemeral” does not necessarily mean “secure”
  • Business models and commercial strategy

Appendix

  • Methodology
  • Further reading
  • Author

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