Yixin is a Mobile messaging app introduced through a joint venture between NetEase (27% stake) and China Telecom (73% stake). With China Telecom taking the step forward it appears to us that Yixin App is Optimized for 3G mobile Networks unlike how WeChat Posed a Major Problem for China Mobile.
The Main Features of Yixin mobile messaging App are – chatting with friends 2) emoticon stickers, (currently all stickers are free on Yixin, while Wechat/mobile QQ offer customized emoticons for purchase, in addition to free default emoticons) 3) a “friend cycle” social space (similar to “Wechat Moments”) Samsung the SmartPhone Giant is also in the fray with ChatOn being pushed through every handset it ships.
Why is this Development So Important ?
A Year ago I broke the news that Reliance Jio Infocomm is Developing its own Mobile Messaging Apps. On the same lines leveraging its Mobile Data Network [China Telecom], Yixin is presenting unique offerings such as: 1) enabling free-of-charge SMS messages or voice mails to friends in one’s contact list (if they haven’t installed Yixin. Those who already have would use the native messaging capabilities of Yixin). We believe this to be a feature exclusively offered by Yixin amongst all messaging apps at the moment, 2) free-of-charge data usage, offering 300M of mobile internet data upon registration and 60M every month for the rest of 2013 (only available to China Telecom subscribers). 3) a variety of plug-in’s from NetEase such as NetEase Cloud.
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Bottomline – Mobile Companies Want Users to Join their Network and Use their Apps 🙂 In this way they’ll attract more users and expand the user base from Nil to Few Million in no time. After all we are in the Products & Platforms Game.
NetEase and China Telecom to be relatively serious about the new app. Channel checks suggest that Yixin has purchased major display ads inventory on Sina.com and Sohu.com, implying substantial initial marketing efforts leveraged by the joint venture. We expect the short-term target of the new app to be the build-up of a large user base.