Messaging app Viber shifted their innovation strategy from being product-centric to user-centric. Consequently, the messaging platform increased overall engagement by 15% for its one billion registered global users.
Viber is the cross-platform instant messaging and voice over application, operated by Rakuten. With the rise of social media and staying connected through apps, Viber is a leader in this digital paradigm shift, connecting over one billion registered users with their friends, family and community members throughout the world. Viber’s business model consists of both in-app purchases and traditional and native advertising where brands partner with the platform to serve ads, host community group chats, launch promotion stickers, e-commerce integrations and more.
Viber has recently begun utilising Mixpanel, to provide quantitative evidence of where Viber needs to improve the user experience so that people can truly express themselves on this platform. Mixpanel insights gives the team concrete proof on where they need to change the platform to drive desired usage patterns, in addition to figuring out how to re-engage dormant users to become more active ones. These product iterations amounted to massive change over time. Since partnering with Mixplanel in 2015, Viber is able to easily query the data and answer their own questions. It allows Viber to feel more independent. As a result, Viber has seen a 15% increase in overall messaging for its one billion global users.
Viber’s shifted strategy from being product-centric to user-centric aligns with the trends in the messaging apps industry to provide the most convenient and accessible app for consumers.
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