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Google sets sights on messaging to shore up mobile role

Google?s rumored foray into mobile messaging, which is expected to launch in early 2015, could ramp up competition in the messaging space among leaders such as WhatsApp and Facebook Messenger.

Following Google?s failure to acquire WhatsApp, the popular free mobile messaging app, the company is reportedly developing a separate app that is independent from the Gchat feature on Gmail. With many social networking sites adding chat functions, Google is the latest brand to hop on the bandwagon.

"Despite what some might think, growth opportunities for Facebook and Google are in emerging markets more than in North America,? said Jeff Hasen, co-founder and president of Gotta Mobilize. ?More than 500,000 communicate through WhatsApp, proving the group messaging model.?

Competitive space
Google does faces competition from other brands and sites marketing themselves with simple-to-use chat functions. Nowadays, sites are even building onto their chat options to offer more services within their messaging systems.

Facebook Messenger, a mobile chat application that opens separately from the Facebook app, has been revealed to include mobile payment options that can enabled on by the user. An iOS app exploration tool used by a Stanford University student displayed that Messenger users can send friends monetary payments in the same manner that they would upload a photo to the conversation.

Debit cards can be added to the Messenger app, or used from Facebook?s site if they are on file.

Other global mobile messaging apps such as Viber and Skype market themselves with extensive video calling features within the app. Speculation for Google?s additional messaging features has not included video, but it is a feature that is becoming more omnipresent and attractive for consumers.

Viber and Skype are popular with overseas messaging, due to their free services and ability to connect onto Wi-Fi rather than waste data. If Google can effectively market its app abroad and offer competitive features, it will be more poised to attract consumers who normally use other apps.

?Mobile messaging is super popular with consumers, more so abroad than in the United States,? said Julie Ask, vice president and principal analyst at Forrester Research, San Francisco, CA. ?We?re going to have to wait and see what tactics they take to drive adoption and how it compares to other apps already in the market.?

Google?s stake
Google?s global recognition will help in establishing a strong stake in the messaging market. One differentiating feature that Google?s messaging app is purported to have is that it will not require a Google log-in.

While the search engine brand does have Gchat available on Gmail, and Hangouts messaging in Google+, both of those require Google accounts for access. The app will also be free of charge.

Having a free messaging app will also set it apart from competitor WhatsApp, which was recently acquired by Facebook with the final price tag of $22 billion. WhatsApp, which is especially popular with European consumers, does charge a small annual fee for use after the first complimentary year subscription.

Facebook will likely be incorporating more specialty features into its applications following the acquisition, leaving Google to ramp up its messaging efforts as soon as possible.

If more apps decide to include mobile payments within messaging platforms, they will have to take into account the relationships between users.

?Who we message and chat with on our phones is different than who we have in our circles and who we email with,? Ms. Ask said.

Google does have challenges in the competitive mobile messaging space, but will likely be able to make a sizeable difference in the market. Allowing the app to be used universally by everyone, free of charge, will be attractive to many consumers.

?But with more 7 billion worldwide mobile users, there should be room for another player,? Gotta Mobilize?s Mr. Hasen said. ?Google has the resources and the interest in building an audience that will yield valuable data and potential monetizing opportunities.?

?A company with less of a bankroll would be foolish to take on Facebook given WhatsApp's headstart."

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York