Strategy of Development by Adjacent Segments
WeChat is a product-customer combination that is close or similar to other services developed by Tencent: chat services and social networks. The application called WeChat is a mix of what Tencent does better than many other firms taking into consideration the user experience on several devices. WeChat team uses the skills the firm already has thanks to its staff. As a consequence, and specifically in China, the adjacent segment can be served by Tencent with relatively little extra effort. The launch in China was a prelude to deciding which new customers to target outside China.