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Case study: Tencent’s mobile strategy

  • July 2014
  • -
  • Analysys Mason
  • -
  • 28 pages

Summary

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Tencent is involved in almost every type of online activity

Tencent’s wide range of services fall in four main categories:
-Social network / communications. Tencent offers a diverse range of online communication services, ranging from blogging to videocalling, for different platforms (PC and mobile), as well as different countries (China and others). Its Qzone social network is complemented by smaller social networks that target specific demographics, such as Pengyou for students.
-Games. Tencent caters for every type of gamer, ranging from casual (those who spend a few minutes playing on a handset) to hardcore (those who spend hours on MMOGs).
-Content. Tencent offers various types of media content for information and entertainment.
-E-commerce. In May 2014, Tencent added WeChat Shop, an ecommerce platform, to Weixin, the Chinese version of WeChat. Tencent also offers various online and mobile payment solutions.

Tencent’s range of services can be bewildering to consumers, because of the overlap between various services, and would benefit from rationalisation.

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