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The Future Isn’t Advertising: How Viber Tweaked Its Revenue Model With Its Focus on Privacy


A significant number of us use informing applications to speak with friends and family, companions, work relates, and even outsiders. They've gotten so basic to regular day to day existence that we scarcely think about the sort of data that we're conveying. Protection is very nearly a reconsideration. 

However, in any event one organization that pays attention to security—enough to manufacture its entire business methodology around it—is Viber. Google the "best informing applications for security" and Viber is quite often in the top level. It's a system that is by all accounts paying off as it denotes its tenth commemoration this year. 

At the point when Viber dispatched in 2010, it was proposed to be a stage that gave free calls to iPhone clients. After 10 years, the organization has developed to bring to the table a set-up of administrations that has gotten vital to numerous individuals around the world. As per Statista, Viber right now has about 1.17 billion extraordinary clients on the planet as of March 2020. In the Philippines, its an obvious fact that Viber is one of the most famous informing applications, with around 40 million clients—or around one of every three Filipinos—starting at 2019.

Users Privacy regardless of anything else 

In any case, behind this colossal development is the organization's pledge to protect clients' security. In a call with writers on Wednesday (November 25), Rakuten Viber CEO Djamel Agaoua underscored how significant it is for the organization to put clients' protection over incomes and benefits by utilizing Facebook for instance.

"Facebook's (plan of action) is 100% promotions," he said. "Also, we're seeing Facebook crowd declining, particularly in the West. We're seeing a pushback from individuals who don't need their information gathered. 

"We settled on this decision (to zero in on protection and security) as residents of the world and not as a business," he added. 

Agaoua brought up how messages sent through Viber are ensured by start to finish encryption, which basically this implies that nobody else—not promoters, different clients and not even Viber itself—approaches your messages, voice calls, and video calls. While this has unquestionably profited clients, the tradeoff is that the organization can't bring in cash by offering clients' very own data and informing propensities to publicists, which Facebook does. It is a tradeoff that Viber says it is glad to make. 

"We are pleased not to have focusing on abilities as our rivals," Agaoua said. "We would prefer not to sell (our information)." 

Plan of action 

With that occasion to bring in cash good and gone, Rakuten Viber says it had to get innovative with its income procedure. The organization CEO said around 40 to 45 percent of its income currently comes from its Community include, where brands pay to make gatherings of almost limitless individuals (Viber says up to one billion) for it to interface straightforwardly with buyers. 

"We've made the capacity for brands to convey straightforwardly to clients," Agaoua said. "We see the direct-to-buyer model as an enormous pattern occurring on the planet today." 

Another 30% of incomes come from administrations purchased by the clients themselves, which incorporates paid calls to global portable and landline numbers around the world, just as in-application buys like stickers. 

Rakuten Viber said it just gets around 20% of incomes from promoting. 

"Our pledge to protection is genuine," Agaoua said. "We chose not to fabricate our future on promoting." 

Pushing ahead, Rakuten Viber has uncovered designs to move into the fintech space with the dispatch of an in-application installments stage called Chatbot Payments in organization with Google Pay and Apple Pay. The element empowers clients to buy the items and administrations of the vendors safely and acknowledge installments straightforwardly through the application. 

The organization said it will reveal the element "very soon" in the Philippines through an association with Globe. It is likewise in talks with other versatile wallets for the installments highlight.