The question here is, who will be the one that finds that new strategy first,” said Kim, in an interview with Forbes magazine. “For the past few years we’ve been extremely competitive in marketing, but we’ve found that first-mover advantage has provided too big a step to overcome, so a lot of messengers are now shutting down their marketing activity. Yet in spite of the many hurdles and unsuccessful ventures in foreign markets, Kakao’s founder and Chairman Kim Beom-su remains hopeful. It had ultimately lost the race in Southeast Asia to its biggest rival, Naver’s Line, after Line managed to take over Japan, becoming the country’s largest social network in 2013 and the number one messenger app in Taiwan, Thailand and Indonesia.
Since KakaoTalk, launched in 2010 as Mobile Instant messenger (MIM), it has strongest position in the mobile industry, expanding its service beyond messaging to a social platform encompassing games, digital contents, marketing e-commerce and more. KakaoTalk, which supports iOS, Android, Blackberry and of course Samsung’s Bada platform, shares the similar functions that. KakaoTalk is the provider of a mobile messaging application and mobile social platform in Korea. KakaoTalk saw a promising growth when the app first launced to countries such as Japan, Vietnam and Indonesia, piggy-backing on the success of the Korean Wave, but it has witnessed a fall in the number of users in recent years. Tencent revealed in its latest financial report that the company has acquired 13.54 of Korean mobile communication app KakaoTalk with US 63.7 million. With WhatsApp’s monopoly over 109 countries – including the United States, Brazil, Mexico, India, Russia, and many more in South America, Europe and Africa - as well as WeChat and Line’s grip over China and Japan, KakaoTalk has yet to catch a break outside of Korea. The problem lies in the firm stronghold other mobile messenger apps have secured worldwide.
the company behind KakaoTalk, has released more than 10 additional features to the messenger app - from games, webtoons, and music streaming to online payment, social media and even booking hotels and finding restaurants - and has now grown into a multi-platform app that provides users with an all-in-one experience, but it still remains beached on the shores of Korea. Despite KakaoTalk’s many efforts to break into foreign messenger markets since 2011, the number of foreign users has been waning. Unfortunately, the same success has not been met in overseas markets. KakaoTalk’s penetration and domination over the domestic messenger market was swift and unrivaled with the startup quickly securing itself as a tech giant.
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