An Invisible Blue Ocean Strategy
The combination of conversations that become more fun and a private social network is a way to avoid segments that are already dominated by Facebook and Whatsapp.
Tencent aims to apply its own blue ocean strategy with a new core customer group, the world population.
The value is in offering customized relationships both between users and with the brands with a final goal of building loyalty and monetization through physical stores and mobile shopping.
The blue ocean might not be really seen by non-strategy experts due to the fact it is a long term strategy based on personal interests. The application looks similar to other applications today.
People might think Facebook, with the Facebook Messenger application, has the same strategy: not really.
Tencent removed the showcase characteristic of Facebook and added a better experience with more fun, privacy, and personalization.