What wechat can learn from whatsapp? Customer value proposition development for mobile social networking (MSN) apps: A case study approach

Wong Sze Wan, Omkar Dastane, Nurhizam Safie Mohd Satar, Muhamad Yusnorizam Ma’arif

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

As a result of digital technology revolution and massive growth of smart phone usage, over 66% of world’s population (4.92 billion) is using mobile phones and over half of them are using social media. Mobile social networking (MSN) becomes one of the key communication tool, new trend, necessity and lifestyle. With information transparency, consumer value changes quickly, whilst rapid adaptation of similar offerings in the market place, it is essential for suppliers to keep pace with consumer value changes those directly affect the consumer satisfaction and loyalty. The research applies academic models and frameworks to the real life situation to develop a value proposition in the practical world by considering WeChat (1 billion active users) as the company under study and comparing it with WhatsApp (1.5 billion active users) as the leading competitor in the market. The objectives include identification of customers’ perception of a value for mobile social networking (MSN) services, followed by critical evaluation of existing value proposition of WeChat with Whatsapp to identify gap and finally to propose a new value proposition for WeChat. This paper first identifies customer perceived value (CPV) of mobile social networking (MSN) apps using Overby and Lee’s model (2004) model followed by critical review of existing value proposition of WeChat and then comparing and contrasting with the leading player WhatsApp. Frameworks developed by Piercy (2009), Anderson J. et al. 2006 are employed for the same. Finally, the case develops new value proposition for WeChat by using Osterwalder et al 2014 and other frameworks. By the end of this research, a new consumer value proposition (CVP) proposal for WeChat is proposed for consideration in matching with the globally evaluated consumers’ value criteria.

Original languageEnglish
Pages (from-to)1091-1117
Number of pages27
JournalJournal of Theoretical and Applied Information Technology
Volume97
Issue number4
Publication statusPublished - 28 Feb 2019

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Social Networking
Application programs
Proposition
Customers
Mobile phones
Transparency
Social Media
Communication
Mobile Phone
Industry
Model
Evaluation
Framework

Keywords

  • Consumer
  • Mobile social networking
  • Perceived value
  • Social
  • Value proposition

ASJC Scopus subject areas

  • Theoretical Computer Science
  • Computer Science(all)

Cite this

What wechat can learn from whatsapp? Customer value proposition development for mobile social networking (MSN) apps : A case study approach. / Wan, Wong Sze; Dastane, Omkar; Satar, Nurhizam Safie Mohd; Ma’arif, Muhamad Yusnorizam.

In: Journal of Theoretical and Applied Information Technology, Vol. 97, No. 4, 28.02.2019, p. 1091-1117.

Research output: Contribution to journalArticle

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