The latest changes by social media and messaging firms are all about cementing their dominance in their users’ everyday lives. From Facebook’s push into bots to Twitter’s deal to stream NFL games to Snapchat’s discovery channels these services are expanding their services in every direction.
Then there’s messaging. This has proved an important element of mobile phone communications for over a decade. Now messaging apps can do much, much more, with many possessing user bases that rival those of social networks. Facebook certainly appreciates the further potential and paid USD22bn to buy WhatsApp a while back and then helped to hedge its bet by spinning out Messenger into its own app. Sharing the user data and leveraging this in smart ways, which are ultimately likely to be designed to generate ad revenues is at the core of Facebook's strategy here.