Major Project Report

on

“Customer Satisfaction on Whatsapp”

WhatsApp
Submitted in partial fulfillment of the requirements
for the award of the degree of

Bachelor of Business Administration (BBA)

To

Guru Gobind Singh Indraprastha University, Delhi

Guide: Submitted by:

Ms.Tamanna Goyal Ishaan Naulakha
Associate Professor Roll No.: 02621101717
Batch (2017-2020)

Nurturing Excellence

Institute of Information Technology & Management,

New Delhi – 110058
(2017-2020)

1
 Certificate

I, Mr. Ishaan Naulakha, Roll No. 02621101717 certify that the Project Report on (BBA-

312) entitled “Customer Satisfaction on whatsapp” is done by me and it is an authentic work

carried out by me on WhatsApp. The matter embodied in this project work has not been

submitted earlier for the award of any degree or diploma to the best of my knowledge and

belief.

Signature of the Student

Date:

Certified that the Project Report (BBA-312) entitled “Customer satisfaction on WhatsApp”

done by Mr. Ishaan Naulakha, Roll No. 02621101717 is completed under my guidance.

Signature of the Guide

Date:
Name of the Guide:
Designation:
Address:
Institute of Information
Technology & Management,
New Delhi-110058

Countersigned

Director/Project Coordinator

2
 Acknowledgement

The success and final outcome of this project required a lot of guidance and assistance from many

people and I am extremely privileged to have got this all along the completion of my project. All

that I have done is only due to such supervision and assistance and I would not forget to thank

them.

I pay my gratitude and sincere regards to Ms.Tamanna Goyal, my project Guide for giving me the

cream of her knowledge. I am thankful to her as she has been a constant source of advice,

motivation and inspiration. I am also thankful to him for giving her suggestions and

encouragement throughout the project work.

I take the opportunity to express my gratitude and thanks to our library staff for providing me

opportunity to utilize their resources for the completion of the project.

I am also thankful to my family and friends for constantly motivating me to complete the project

and providing me an environment which enhanced my knowledge.

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 Institute of Information Technology & Management, New Delhi

Assignment No: BBA/312/43221101717

Major Project (Paper Code: 312): BBA SEMESTER VI

Background: University Scheme

Students of BBA Semester VI are to carry out a project as part of their curriculum. At the end of the
semester, the students are required to submit a written project report. The objective of this Circular is to
standardise the format of submission of the project report and to lay guidelines to conduct the project
including methodology. This project work is the training for applying theoretical concepts, tools &
techniques to a live situation/problem and writing a Technical Report.

Objectives

The academic objectives for major project and report writing are:

(a) Work & gain knowledge of real business environment,

(b) Analyse how theoretical concepts taught are applied/not applied in real situations,

(c) Analyse best practices of a company/industry in different functional areas,

(d) Enhance analytical & application abilities of students, and

(e) Develop skills in technical report writing through data collection, data analysis, data
presentation and draw lessons cogently vis-à-vis a given firm or company.

Scope of Report Writing

The topic on which you will be preparing your major project report is “A Study on
Customer Satisfaction Towards Mobile Network Service Provider”. The project report
is to be compiled under the following chapters as per details given in Academic
Circular 4/2008 (Revised on January 2, 2016):

4
 (a) Introduction
(b) Literature Review
(c) Methodology
(d) Data Analysis & Interpretation
(e) Findings and Conclusion

Each student is to collect material on the aspects as mentioned above and arrange it in cogent manner. One copy of
the report is to be submitted to the respective guide as per the schedule given in the following paragraph.

Schedule & Evaluation Scheme

Activity Marks Remarks
To be Completed Allotted
by Date
9th January, 2020 Briefing about the project guidelines
to the students.
15th January, 2020 Submission of Project Proposal to the 4 Refer Appendix A.
respective guide & finalisation of
title, objectives, scope &
methodology.
01st February, 2020 Chapter-1 & 2 6 -
12th February, 2020 Submission of Chapter-3, Submission 4
of Questionnaire (after prior
discussion with Project Guide)
2nd March, 2020 Data analysis & Interpretation 6
(Chapter-4) and Chapter-5.
5th March, 2020 First Draft of the report to the 5 Refer Appendix B &
respective guide. C.

16th March, 2020 Submission of Final Report (one hard 5 .

copy in spiral binding) to the
respective guide.

24th, 25th, 26th & 27th Internal Presentation and Viva to the 6 A power point
March, 2020 Internal Board of Examiners. presentation of 10
minutes and viva by
each student
30th March, 2020 Submission of 2 copies Final Hard 4
Bound Report and CD to the
respective guide.
Total Marks 100 10

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Format for Compilation
The report is to be compiled and submitted as per the format laid down in Academic Circular 4/2008
(Revised on 02-01-2016). All students are to strictly adhere to the format.
Submission
Final report completed in all respects is to be submitted to the guide as per the schedule given above.
CAUTION: This report is independent work to be conducted by each student individually. Any previous work
or borrowed work will be summarily rejected and in all cases of rejection the work is to be repeated afresh.

Assignment Prepared by Project Coordinator (BBA-VI)

Countersigned
Ms.Tamanna Goyal
DirectorNote: This Assignment Directive shall form part of the dissertation.

6
7
8
 EXECUTIVE SUMMARY

2013 has undoubtedly proven to be the year of virtual chat with more than 90% of smart
phone users busy texting each other using some app or other. In fact, Whatsapp has emerged
as the most popular app among Indians with virtually every second cell phone customer
using the app.

As part and partial fulfillment of management course subject of marketing research for BBA
program I have selected "WhatsApp Inc." for general understanding of the marketing
research. However in particular my emphasis was on to fulfill the objective of research and
to find out and to explore the analyses of primary data.

WhatsApp Inc. was founded in 2009 by Americans Brian Acton and Jan Koum (also the
CEO), both former employees of Yahoo!, and is based in Mountain View, California. The
company employs 55 people.

This Project Report is to measure the Satisfaction level of WhatsApp Messenger; customer
satisfaction is a measure of how products and services supplied by a company meet customer
expectation. Customer satisfaction is critical if a company is to register high sales profits.
The study of on this project helped me to know current market scenarios of Whatsapp and
also the variety of services that it offers to the users.

In today’s tough economic climate all organizations need to improve efficiency and, even in
midsize firms that usually mean coordinating large quantities of information. However,
technology and thinking has progressed and, billions of user nowadays using WhatsApp.

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 TABLE OF CONTENT

INDEX

SR NO. Particular PAGE NO.

I Certificate I

II Acknowledgement II

III Assignment Directives III

IV Executive Summary IV

Chapter1 : Introduction to Social Messengers

1.1 What is Mobile Application 2

1.2 Different Social Messenger Apps 3

1.3 The Future of Mobile Messaging 6

1.4 Social Messenger War 8

Chapter 2 : Introduction to WhatsApp

2.1 About the WhatsApp 11

2.2 Background 13

2.3 Acquisition: A $19 billion bet by Facebook 15

2.4 Why Use WhatsApp (Advantages) 16

2.5 Why WhatsApp is so popular in India 17

2.6 WhatsApp Reaches 450 Million Active Users 18

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Chapter 3 : Strategy On WhatsApp

3.1 IT Strategy on WhatsApp 21

3.2 SWOT Analysis 23

3.3 Porter’s Five Forces Analysis 24

3.4 PESTLE Analysis 26

Chapter 4 : Research Methodology

4.1 Objectives 31

4.2 Methodology 31

Chapter 5 : Analysis & Interpretation

5.1 Data Analysis 34

Chapter 6 : Findings, Recommendation, Limitations and Conclusion

6.1 Findings & Recommendation 47

6.2 Limitations of the Research 49

6.3 Conclusion 50

Appendices

1 Bibliography 52

2 Questionnaire 53

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12
 Chapter - 1 Introduction to Social Messengers

WHAT IS MOBILE APPLICATION?

Mobile applications (apps) have been gaining rising popularity due to the advances in mobile
technologies and the large increase in the number of mobile users. Consequently, several app
distribution platforms, which provide a new way for developing, downloading, and updating
software applications in modern mobile devices, have recently emerged.

A mobile application is a software application designed to run on smartphones, tablet

computers and other mobile devices. They are usually available through application
distribution platforms, which are typically operated by the owner of the mobile operating
system, such as the Apple App Store, Google Play, Windows Phone Store, and BlackBerry
App World.

Some apps are free, while others must be bought by usually, they are downloaded from the
platform to a target device, such as an iPhone, BlackBerry, Android phone or Windows
Phone, but sometimes they can be downloaded to laptops or desktops. For apps with a price,
generally a percentage, 20-30%, goes to the distribution provider (such as iTunes), and the
rest goes to the producer of the app.

Instant messaging has become the killer app on mobile as smart phone adoption has grown
across the globe and the Indian scene is no exception. Three out of every four smart phone
user in India is now high on mobile chatting making the market a lucrative one for chat app
companies.
WhatsApp reigns supreme among mobile chat app with about 76% of smart phone users in
India using it to text each other, revealed a recent study on smartphone usage in India by
Informate Mobile Intelligence.

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DIFFERENT SOCIAL MESSENGER APPs:

1. WhatsApp:

WhatsApp Messenger is a proprietary, cross-platform instant messaging service for smartphones.

In addition to text messaging, users can send each other images, video, and audio media messages.
In addition to text messaging, users can send each other images, video, and audio media messages.
The client software is available for Android, BlackBerry OS, BlackBerry 10, iOS, Nokia-Series
40, Symbian (S60), and Windows Phone.

2. Facebook:

Facebook is an online social networking service. Facebook was founded in February 2004 by
Mark Zuckerberg with his college roommates and fellow Harvard University students Eduardo
Saverin, Andrew McCollum, Dustin Moskovitz and Chris Hughes. The founders had initially
limited the website's membership to students of the University of Harvard, but later expanded it to
colleges in the Boston area, the Ivy League, and Stanford University. It gradually added support
for students at various other universities before it opened to high school students, and eventually
to anyone ages 13 and over. Facebook now allows anyone who claims to be at least 13 years old to
become a registered user of the website.

3.WeChat:

WeChat (Chinese: 微 信 ; pinyin: Wēixìn; literally "micro message") is a mobile text and voice
messaging communication service developed by Tencent in China, first released in January 2011.
The app is available on Android, iPhone, BlackBerry,Windows Phone, and Symbian platforms.

3. Twitter:

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Twitter is an online social networking and micro-blogging service that enables users to send and
read "tweets", which are text messages limited to 140 characters. Registered users can read and
post tweets but unregistered users can only read them.Users access Twitter through the website
interface, SMS, or mobile device app. Twitter Inc. is based in San Francisco and has offices in
New York City, Boston, and San Antonio.

4. BBM (BlackBerry Messenger):

BlackBerry Messenger (BBM) is a proprietary Internet-based instant messenger and

videotelephony application included on BlackBerry devices that allows messaging (and videocalls
for BlackBerry 10 smartphones) between BlackBerry users. It was developed by the manufacturer
of the BlackBerry, BlackBerry Limited (formerly known as Research In Motion Limited (RIM)).
Messages sent via BlackBerry Messenger are sent over the Internet and use the BlackBerry PIN
system, so communication was only possible between BlackBerry devices until 2013. There are
70 million BBM users worldwide and BlackBerry infrastructure handled 30 petabytes of data
traffic each month by early 2013.With the release of BlackBerry Messenger 7.0 in December
2012, voice chat was introduced. The new feature is called BBM Voice Call. BBM was officially
released on iOS and Android on 21 October 2013. 5 million downloads were recording in the first
8 hours of its release. In total, the app had over 10 million downloads on the first day. At 24
February BlackBerry officially confirmed BBM for Windows Phone.

15
 6.Skype:

Skype is a freemium voice-over-IP (VoIP) service and instant messaging client that is currently
developed by the Microsoft Skype Division. The name originally derived from "sky" and "peer".
Skype was first released in August 2003; it was written by Estonian developers Ahti Heinla, Priit
Kasesalu, and Jaan Tallinn, Danish Janus Friis, and Swedish Niklas Zennström, who had also
originally developed Kazaa. Skype had 663 million registered users as of the end of 2010. It was
bought by Microsoft in 2011 for $8.5 billion.

5. LINE:

Line is a Japanese proprietary application for instant messaging on smartphones and PCs. Line
users exchange text messages, graphics, video and audio media, make free VoIP calls, and hold
free audio or video conferences. Line, launched in Japan in 2011, reached 100 million users within
eighteen months and 200 million users only six months later. Line was originally developed as a
mobile application for Android and iOS smartphones. The service has since expanded to
BlackBerry (August 2012), Nokia Asha (Asia and Oceania, March 2013), and Windows Phone
(July 2013). The application also exists in versions for laptop and desktop computers using the
Microsoft Windows and Mac OS platforms.

6. Other:

Viber: Viber is a proprietary cross-platform instant messaging voice-over-Internet

Protocol application for smartphones developed by Viber Media. In addition to text
messaging, users can exchange images, video and audio media messages. The client
software is available for Mac OS, Android, BlackBerry OS, iOS, Series 40, Symbian,
Bada, Windows Phone, and Microsoft Windows. Viber works on both 3G/4G and Wi-
Fi

16
networks. It first requires installation on a phone in order to work on a desktop operating system
environment. Viber reached 200 million users as of May 7, 2013.It was founded and co-owned by
four Israeli partners: Talmon Marco, Igor Megzinik, Sani Maroli and Ofer Smocha. Talmon Marco
serves as its CEO. On 14 February 2014, the startup was acquired by Rakuten for $900 million.

SnapChat: Snapchat is a photo messaging application developed by Evan Spiegel and Robert
Murphy, then Stanford University students. Using the application, users can take photos, record
videos, add text and drawings, and send them to a controlled list of recipients. These sent
photographs and videos are known as "Snaps". Users set a time limit for how long recipients can
view their Snaps (as of December 2013, the range is from 1 to 10 seconds), after which they will
be hidden from the recipient's device and deleted from Snapchat's servers.

Tango: Tango is third-party, cross platform messaging application software for smartphones
developed by TangoME, Inc. in 2009. The app is popular for offering video calls over 3G, 4G and
Wi-Fi networks,in addition to video calls, is also optimized for voice calls, texting, photo sharing,
and playing games.Tango has more than 0 million registered users as at March 2013 and, among
Android devices, it is the 12th most downloaded app. It is rated by PCMag as "the simplest mobile
chat application out there, with a good range of support."

Tango is primarily geared towards Android devices. The app is also compatible with iOS,
Windows Phone 7, and PCs. Tango has partnered with Aviary to provide photo- editing
capabilities.

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THE FUTURE OF MOBILE MESSAGING:

Premium content, brand development, gaming, and in-app payments offer revenue
generation possibilities

Most apps are focusing on growing its user base and improving the core product with new
features, hoping the money will follow. The market valuation of Twitter, the acquisition of
WhatsApp &Instagram by Facebook, and the offers for SnapChat from Facebook and
Google, suggest that this may be the right strategy, with user growth more highly valued
than revenues or profitability.

Like search and social applications before it, mobile messaging applications have not been
instantly lucrative. Advertising became the dominant business model in both of these
areas, but it is unlikely that advertising will be able to generate the mobile revenues that it
was able to do on the PC. The small form factor means display advertising can be more
irritating than relevant. Almost all mobile messaging applications are avoiding advertising,
and are exploring different ways of generating revenues. Four different business models
are being explored by market participants.

Charging for premium content such as wallpapers, stickers, and themes has emerged as the de
facto way to generate revenues. Not only does premium content improve the customer
experience, it is not intrusive and can be a way for brands to interact with customers.
Almost all apps are offering premium content in one way or another.,

Allowing brands to use the platform has emerged as a potential new revenue stream. With
official accounts, brands and merchants can connect and interact with fans and customers
in a personal and real-time fashion. The possibility of the integration of location-based
services such as iBeacons from Apple or Bluetooth Low Energy will enable business to
reach their customers at increasingly relevant times driving online and offline purchases.

Gaming and platform SDKs is another revenue stream that has proven to be lucrative for both
LINE and KakaoTalk. In-game purchases and the social nature of the platforms offer a
18
very sticky experience and is possibly the only revenue stream that builds an ecosystem of
users, developers, and business around the platform. The success of gaming on mobile
messaging suggests a real opportunity for these companies to develop into fully fledged
content distribution platforms, and further monetizing users. It is not a leap to imagine

19
mobile messaging companies offering music or television clips, and charging content
makers for referrals, or even offering full albums, books, or films.

The companies that expand beyond messaging and develop a content

distribution platform will win in this market

The mobile messaging application market is possibly the hottest in technology right now.
As internet giants Google, Facebook, and Yahoo attempt to monetize users on mobile,
messaging applications are exploring a variety of different ways to generate revenues. It is
clear that the advertising model that worked so well in the PC era will not be as successful
on mobile. Instead, new innovative business models are emerging.

Three different ways to monetize users have emerged in the mobile messaging market;
distribution of premium content, the platform as a brand building tool, and gaming and in-
app purchasing. These monetization techniques take applications beyond the discrete
world of mobile messaging into the infinite possibilities associated with mobile
distribution platforms. Many apps use a variety of these monetization techniques, and each
technique has different regional dynamics. Stickers, for example, are far more popular in
Asia than they are in North America and Europe.

In today’s mobile world, generating revenue is almost of secondary importance to user

engagement and user growth, so a balance must be struck between monetization and
customer experience. The key to success for these companies will be to provide rich and
diverse content, and to build an ecosystem around the application. The platform must
provide much more than just messaging with friends.

This ecosystem will serve to build a sense of loyalty and stickiness, creating a barrier for
the user to leave for another application. The market opportunity is huge, according to
Ericsson, as there were 1.9 billion smartphones at the end of 2013 and by the end of 2019
there will be 5.6 billion. For those companies that can attract and retain users, the revenue
potential is virtually limitless.

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SOCIAL MESSENGER WAR:

A survey of 3,759 Android and iOS smartphone owners in the US, Brazil, South Africa,
India and China, carried out by mobile market research company On Device Research,
reveals that Facebook Messenger no longer leads in social messaging.

 WhatsApp has overtaken Facebook as the leading social messaging service on

mobile, according to a research by On Device.
 A survey found that 44 per cent use WhatsApp at least once a week, whereas just
35 per cent use Facebook messenger.
 The report also confirmed that social messaging apps – including WeChat,
Twitter, BBM and Skype – are the dominant way in which people communicate
on their phone.
 It found that 86 per cent use social messaging daily, while 73 per cent use their
phones for voice calls, 75 per cent use SMS messages, and 60 per cent use email.

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17
Chapter-2 Introduction to WhatsApp

WhatsApp:

WhatsApp Messenger is a proprietary, cross-platform instant messaging service for

smartphoneswithout having to pay for SMS. In addition to text messaging, users can send
each other images, video and audio media messages as well as their location using integrated
mapping features. The client software is available for Google Android, BlackBerry OS, and
Apple iOS, selected Nokia Series 40, Symbian, selected Nokia Asha platform, Microsoft
Windows Phone and BlackBerry 10.

WhatsApp Inc. was founded in 2009 by Americans Brian Acton and Jan Koum (also the
CEO), both former employees of Yahoo!, and is based in Mountain View, California. The
company employs 55 people.

WhatsApp, a dream come true of talking to a friend sitting oceans apart through radio-waves,
means absolutely free. What used to cost a somewhere between Rs. 5-15 per message was

18
brought down to being free by online messaging like Way2SMS.

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This was still found to be cumbersome by people mainly due the involvement of internet
which required logging or signing in a personal computer or laptop. This is where WhatsApp
walked in to make life easy for Smartphone users. It leveraged on the increasing popularity of
the term, ‘Stay Connected’.

Where people wanted staying in touch with their friends and loved ones for as low a price as
possible, WhatsApp removed the price aspect from it. It seems this application builders
leveraged on the growing population of ‘Short message service (SMS)’ users.

Competing with a number of Asian-based messaging services (like LINE, KakaoTalk,

WeChat), WhatsApp handled ten billion messages per day in August 2012, growing from two
billion in April 2012, and one billion the previous October. On June 13, 2013, WhatsApp
announced that they had reached their new daily record by processing 27 billion messages.
According to the Financial Times, WhatsApp "has done to SMS on mobile phones what
Skype did to international calling on landlines."

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As of November 10, 2013, WhatsApp had over 190 million monthly active users, 400 million
photos are shared each day, and the messaging system handles more than 10 billion messages
each day. In a December 2013 blog post, WhatsApp claimed that 400 million active users use
the service each month.

On February 19, 2014, Facebook Inc. announced it is acquiring WhatsApp Inc. for US$19
billion. Facebook will pay $4 billion in cash, $12 billion in Facebook shares and $3 billion in
restricted stock units to be granted to WhatsApp founders and employees that will vest over
four years

BACKGROUND

History

An invention by ‘two guys with an experience of 20 years at Yahoo! Inc.’ as per the official
website, WhatsApp stirred hard the broth BlackBerry (BB) had tried to, but could only cater
to BlackBerry users, in the form of BB Messenger. No wonder, the success of WhatsApp is
much greater (in terms of number of users) compared to BlackBerry Messenger. It is
supported by many platforms – Windows, BlackBerry, Android etc. It has even managed to
enter the territory of Apple, which is otherwise difficult to cross for a non-Apple-made
application.

‘What’s up’, the on-going homonym pun, somehow makes it easier for the youth to connect
with WhatsApp (Intelligent naming).

From being a multi-purpose, user-friendly, connectivity application to allowing sharing of not

only messages but also images, audio files and videos, WhatsApp is a rage. The reason is
pretty obvious – From downloading it to using it, WhatsApp is free!

But then WhatsApp does cost you something. It demands an internet connection, on the
smartphone handset, to be in use. Just out of curiosity, I wonder then why should one not be
as crazy about using G-talk or Yahoo messenger or AOL as well. Some of us must have heard
of the ‘kik’ application which followed in the footsteps of WhatsApp and was a declared
success. Why, all of these are free too, with the internet connection? That makes them as well
equipped as WhatsApp.

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What, then, distinguishes WhatsApp from the other free of cost applications?

TECHNICAL

WhatsApp uses a customized version of the open standard Extensible Messaging and
Presence Protocol (XMPP). Upon installation, it creates a user account using one's phone
number as the username (Jabber ID: [phone number] @s.whatsapp.net). WhatsApp software
automatically compares all the phone numbers from the device's address book with its central
database of WhatsApp users to automatically add contacts to the user's WhatsApp contact
list. Previously the Android and S40 versions used an MD5-hashed, reversed-version of the
phone's IMEI as password, while the iOS version used the phone's Wi-Fi MAC address
instead of IMEI. A 2012 update now generates a random password on the server side.

WhatsApp is supported on most Android, BlackBerry, iPhone, Nokia, and Windows

smartphones. All Android phones running the Android 2.1 and above, all BlackBerry devices
running OS 4.7 and later, including BlackBerry 10, and all iPhones running iOS 4.3 and later.

Multimedia messages are sent by uploading the image, audio or video to be sent to an HTTP
server and then sending a link to the content along with its Base64 encoded thumbnail (if
applicable).

PRIVACY

A major privacy and security problem has been the subject of a joint Canadian-Dutch
government investigation. The primary concern was that WhatsApp required users to upload
their mobile phone's entire address book to WhatsApp servers so that WhatsApp could
discover who, among the users' contacts, is available via WhatsApp. While this is a fast and
convenient way to quickly find and connect the user with contacts who are also using
WhatsApp, it means that their address book was then mirrored on the WhatsApp servers,
including contact information for contacts who are not using WhatsApp. This information
was stored in hashed, though not salted form and without "additional" identifying information
such as a name, although the stored identifying information is sufficient to identify every
contact.

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On March 31, 2013, the telecommunications authority in Saudi Arabia, the Communications
and Information Technology Commission (CITC), issued a statement regarding possible
measures against WhatsApp, among other applications, unless the service providers took
serious steps to comply with monitoring and privacy regulations.

One of the drawbacks of WhatsApp is that the user does not need to send a friend request to
send messages to another user. However, users can block numbers on WhatsApp.

ACQUISITION:A $19 billion bet by Facebook

On February 19, 2014, Facebook announced it would be acquiring WhatsApp for US$19
billion. It will pay $4 billion in cash, $12 billion in Facebook shares and an
additional $3 billion in restricted stock units to be granted to WhatsApp's
founders, Jan Koum, Brian Acton, and
employees that will vest over four years
subsequent to closing. The transaction is the
largest purchase of a company backed by venture
capitalists ever. The deal happened only months
after a venture capital financing round valued
the business at almost $1.5
billion.

At a keynote presentation at the Mobile World Congress in Barcelona in February 2014,

Facebook CEO Mark Zuckerberg said that Facebook's acquisition of WhatsApp was closely
related to the Internet.org vision. According to a TechCrunch article, Zuckerberg's vision for
Internet.org was as follows: "The idea, he said, is to develop a group of basic internet services
that would be free of charge to use — “a 911 for the internet.” These could be a social
networking service like Facebook, a messaging service, maybe search and other things like
weather. Providing a bundle of these free of charge to users will work like a gateway drug of
sorts — users who may be able to afford data services and phones these days just don’t see
the point of why they would pay for those data services. This would give them some context
for why they are important, and that will lead them to paying for more services like this — or
so the hope goes."

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Why Use Whatsapp (Advantages)

24
 It may be any one of the following –

 No Hidden Cost: Once download the application, can use it to chat as much as one
want. Send a million messages a day for free! WhatsApp uses Internet connection:
3G/EDGE or Wi-Fi when available. First year FREE! ($0.99 USD/year after).
 Multimedia: Send Video, Images, and Voice notes to friends and contacts. The
plethora of cool and funky emoticons offered by WhatsApp.
 No need to add buddies: Adding a friend on WhatsApp is simple. Your contacts who
already have WhatsApp Messengeron his/her smartphonewill be automatically
displayed and connected to you via WhatsApp.
 No need to Login/Logout : WhatsApp doesn’t require any ‘Sign-in’ or ‘Log out’. No
more confusion about getting logged off from another computer or device. With push
notifications WhatsApp is ALWAYS ON and ALWAYS CONNECTED.
 Group Chat: Enjoy group conversations with one’s contacts.
 No International Charges: just like there is no added cost to send an international
email, there is any cost to send WhatsApp messages internationally. Chat with friends
all over the world as long as they have WhatsApp Messenger installed and avoid
those pesky international SMS costs.
 Say no to PINs and Usernames: Why even bother having to remember yet another
PIN or username? WhatsApp works with phone number, just like SMS would, and
integrates flawlessly with existing phone address book.
 Offline Messages: Even if someone miss push notifications or turn off phone,
WhatsApp will save messages offline until retrieve them during the next application
use.
 And Much More: Share location, Exchange contacts, Custom wallpaper, Custom
notification sounds, Landscape mode, Precise message time stamps, Email chat
history, Broadcast messages and MMS to many contacts at once and much much
more!

There can be a lot more than these. For some, it’s the ease of clicking the WhatsApp icon,
going to the chat with a friend and seeing when was the last time he/she was seen online on
the app. For others, it’s the cool way in which one can update his/her status without really
bothering everyone on his/her friend list to become aware of the same by a pop-up in their
respective profile ( A friend’s status can be known only by going to ‘View profile’).

25
 The telecom industry did not take long to realize that ‘Conference call’ was a much needed
value added service. Hence, accepting the customer demands, WhatsApp too added a
fascinating feature of ‘Group Chat’ in Feb 2011. Not only is it easy to create a group on
WhatsApp, it is equally easy to quit the group too.

WhatsApp has constantly been adding more and more handsets to its kitty over the time and
informing users of the same through its website and blog.

But fame is a double-edged sword. And so it happens that there has been a rumour taking
some rounds; recently there was a hoax about WhatsApp charging a fee for its usage to the
users whose screen logo did not turn red.

 WhatsApp tops Nielsen India Consumer Ranking:

Mobile messenger ‘WhatsApp' emerges as the most engaging mobile app; nearly half (47%)
of the respondents engage with smartphone messenger service WhatsApp and spend 24
minutes a day chatting making it the top smartphone app for urban Indian consumers. While
social networking website Facebook (2nd), reaches out to over half the respondents (51%),
engagement time on the smartphone app is 10 minutes a day.

This is the findings of Consumer Rankings for India launched recently, by Nielsen, a global
provider of information and insights into what consumers watch and buy.

Source:http://www.dqweek.com/dq-week/news/174992/whatsapp-flipkart-vodafone-tops-nielsen-india-
consumer-ranking

Why WhatsApp is so popular in India:

According to recent reports, WhatsApp’s active user base has more than doubled to 430
million active users from nearly 200 million users in August 2013 and now handles around
50 billion messages (sent and received) daily. So in the industry it is believe that with such an
accelerating growth volume, the cross-platform messaging platform may soon overtake the
SMS!

On its growing popularity, users have cited different reasons such as its ease of use, great
speed offered by the application and multiple device compatibility. Still others feel that the
technology offers a cost effective way of sharing things with people in any part of the world.

26
1 WhatsApp has been the top driver for smartphone penetration in India.
2 The big appeal of this instant-messaging app that works across all smartphones was that
it was nearly free - barring the low cost of a basic mobile data plan - unlike SMS text.
WhatsApp did to SMS what Skype did to international phone calls.
3 WhatsApp now packs in more features, while remaining clean, fast, simple. It's the
preferred way to share multimedia now -- pictures, audio and video. MMS -- a version
of SMS once used for multimedia -- is dead.
4 Its most popular feature today is its handling of groups. That one thing takes it into the
realm of social media.
5 Tata Docomo too has joined hands with WhatsApp developers and launched exclusive
WhatsApp data packsto offer unlimited WhatsApp usage to its subscribers for less
than 20. “We have seen a decrease of about 20 per cent in SMS traffic in the recent past
after our subscribers started to use mobile application like WhatsApp,” the spoke-
sperson for a telecom company said.

WhatsApp Reaches 450 Million Active Users

This chart illustrates the incredible growth of smart phone messaging service Whatsapp.

27
28
29
Chapter – 3 Strategy on WhatsApp

IT STRATEGY ON WHATSAPP

WhatsApp has been a major contributor of 25% decline of SMS in Spain. Chinese We
Chat has over 300 million users. Over 90% of Korean smart phone users use
Kakaotalk. These are just a few examples of the rising trend of the mobile instant messaging
(MIM).

Instant messaging as such is not a new thing (remember ICQ?), but there are certain reasons
why it has had its resurrection now:

1. Phones are increasingly more about data than talking

In developed countries nearly every new phone sold is smart phone. Smart phones are
increasingly more about being smart than phone. There is app for that, now also for the
basic phone features (talking and texting).
2. That data is getting faster
New 4G LTE (Long term evolution) phones will enable high-speed data for mobile
phones. This opens new opportunities for what kind of content we can exchange in
MIM platforms.
3. Facebook is so huge that it is already mass broadcasting
If you are average Facebook user sending your status update, the odds are that the
message will be seen by your family, friends and colleagues plus countless of people
you do not even know about. This is great, but serves more of people´s need for vanity
and instant recognition. The most meaningful conversations happen with the people
you know. Same phenomenon has been also reason for the success of Path.
4. There is always need for 1-to-1 communication
Some might argue that Facebook message does the trick. However the challenge is that
Facebook is already flooded with so many messages, it is not that reliable way to catch
people (at least not all of them). Phone has been relevant for so long because you can
be quite certain that your message is received. Although Facebook has increased the
number of “friends”, it has not really increase the number of “real friends”. The
amount of those real friends is limited and many of interactions with those people we
want to keep private.

30
Facebook Messenger Vs Whatsapp Messenger in 2013

31
 5. World is getting smaller
Majority of MIM applications work internationally. The bread and butter of Telcos
profit margins has been charging for international calls and roaming. MIM
applications do not have those international boundaries. You want to communicate
with your
friends no matter where they geographically are.
6. World is getting more visual
Although SMS-messages have been relatively cheap, telcos are still taking quite big
premium with multimedia messages. With MIM applications you can send whatever
data possible and the because of the point 2 the alternatives are actually increasing all
the time. Basic SMS- type of messaging is just the beginning for MIM applications
and there will be probably lots of innovations in what kind of communication there
will be.

WhatsApp SWOT Analysis:

Strengths:

 Loyal customers

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 Market share leadership

33
  No need to log

 Group Chat

 Allow send videos, pictures, voice notes

 You can put profile picture

 No need to add friends

 No need PIN or user number

 Available for all platforms

Weaknesses:

 Not diversified

 Weak distribution network

 To access the account can only be paid by credit card only

 Only works with a data plan or Wi-Fi

Opportunities:

 Online

 Advanced technology

 Recognized application

 Modernisation of people

 Increased demand of smartphones

34
Threats:

 Competition

 Product substitution

 Similar applications and free

WhatsApp - MICHAEL PORTER’S FIVE FORCES ANALYSIS

1. Intensity of Existing Rivalry

Fast industry growth rate – When industries are growing revenue quickly, they are less
likely to compete, because the total industry size is also growing. The only way to grow in
slow growth industries is to steal market-share from competitors. Fast industry growth
positively affects.

35
Relatively few competitors- Few competitors mean fewer firms are competing for the same
customers and resources, which is a positive for Whatsapp. "Relatively few competitors
(Whatsapp)" has a significant impact, so an analyst should put more weight into it.
"Relatively few competitors (Whatsapp)" will have a long-term positive impact on the entity,
which adds to its value.

2. Barriers of ENTRY

Strong distribution network required – Weak distribution networks mean goods are more
expensive to move around and some goods don’t get to the end customer. The expense of
building a strong distribution network positively affects Whatsapp.

Strong brand names are important - If strong brands are critical to compete, then new
competitors will have to improve their brand value in order to effectively compete. Strong
brands positively affect Whatsapp.

Patents limit new competition-- Patents that cover vital technologies make it difficult for
new competitors, because the best methods are patented. Patents positively affect Whatsapp.
"Patents limit new competition (Whatsapp)" has a significant impact, so an analyst should put
more weight into it.

Advanced technologies are required - Advanced technologies making it difficult for new
competitors to enter the market because they have to develop those technologies before
effectively competing. The requirement for advanced technologies positively affects
Whatsapp.

3. Bargaining Power of CUSTOMERS

Large number of customers - When there are large numbers of customers, no one customer
tends to have bargaining leverage. Limited bargaining leverage helps Whatsapp.

Product is important to customer - When customers cherish particular products they end up
paying more for that one product. This positively affects Whatsapp. This statement will have
a short-term negative impact on this entity, which subtracts from its value.

4. Bargaining Power of SUPPLIERS

36
 High competition among suppliers – High levels of competition among suppliers acts to
reduce prices to producers. This is a positive for Whatsapp. "High competition among
suppliers (Whatsapp)" has a significant impact, so an analyst should put more weight into it.
This statement will have a short-term positive impact on this entity, which adds to its value.
"High competition among suppliers (Whatsapp)" is an easily defendable qualitative factor, so
competing institutions will have a difficult time overcoming it. "High competition among
suppliers (Whatsapp)" will have a long-term negative impact on this entity, which subtracts
from the entity's value.

5. Threat of SUBSTITUTES

Substitute has lower performance - A lower performance product means a customer is less
likely to switch from Whatsapp to another product or service.

Substitute is lower quality – A lower quality product means a customer is less likely to
switch from Whatsapp to another product or service.

PESTLE ANALYSIS

 Political

The popular free unlimited service Whatsapp might be blocked in Saudi Arabia 'within
weeks', local newspaper Aleqtisadiah reported.

Country's Communications and Information Technology Commission (CITC) claimed that

the service doesn’t comply with local rules and regulations.

 Economic

Favorable economic environment

 Social

Age – Nowadays, whatsapp is used by in between 20 to 40 years of age. Earlier people used

37
text messages, that is, SMS, but nowadays they have started using it for communications with
their friends and family. People can also send voice messages, images, as well as video

38
through whatsapp. As we know, whatsapp is available in free of cost for 1 year. And for
accessing data, one needs data plant to send and receive messages.

 Technological

Compatibility - The compatibility for WhatsApp starts from Nokia S40 phones, the least one
apps-compatibility wise. After this its compatibility increases to Nokia S40 Symbian, S60,
and Android/iOS/BB OS/Windows, etc.

Interface – Whatsapp interface is quite easy and simple to handle. Whatsapp launches
updates frequently to make its interface more appealing and user friendly but mainly its
interface depends on type of platform who are using.

Bandwidth – With just texting option, whatsapp does not take much bandwidth. Only
downloading may force it to use high network charges, but if you are texting only, then
whatsapp takes very less bandwidth.

Security – One need to have working registered phone numbers to use whatsapp. The apps
scans contact list and searches for people who already use it. One can chat with them, but
blocking options is also there for security. If onedoesn’t want to chat or contact that annoying
person in one’s contact list, one can block them. Blocking someone means that one don’t
receive messages from the person one blocked.

 Legal

Whatsapp legal factors consistof:

Acceptance – It is an agreement between Whatsapp Inc., the owner and operator of

www.whatsapp.com , the whatsapp software including whatsapp messenger and user of
software. Using the service, user agrees to the terms of service and privacy policy.

Whatsapp Service – The terms of service applies to the all users of whatsapp. Information
provided by users to whatsapp, may provide links to third party websites.

39
Access – Whatsapp permits user service only for personal use and doesn’t not grand
permission to resend or change use of access for service. The user will not be able to
duplicates or copy any part of service.

 Grand Strategy
 Grand strategies, often called master or business strategies provide basic direction for
strategic actions. It Indicate the time period over which long-range objectives are to be
achieved.
 Many firms involved with multiple industries, businesses, product lines, or customer
groups usually combine several grand strategies.
 Any one of these strategies could serve as the basis for achieving the major long-term
objectives of a single firm.
The four alternatives of grand strategy are as follows:
 Stability – Stability means to remain the same size or to grow slowly and in a
controlled fashion. In case of Whatsapp stability,Whatsapp is available on every
operating system of smartphones.

 Global Brand Strategy–


o Whatsapp should make available in country specific languages.

Product Line Development–


1. Allow requesting other system, that is, user should be able to contact other
people who are not in his phone directory.
2. It should be able to make calls.
3. Screen sharing.

40
  Future

What lies ahead is known by none. The application is free today but may not be tomorrow or
so the talks go around.

As far as the facilities provided are concerned, WhatsApp today does not provide the option
of ‘Calling’ (although its logo has a phone receiver inscribed in the centre!). It may have this
in future. With the technology growing in leaps and bounds, we may also expect a Skype-like
free video call via WhatsApp. What has been a user-friendly, connectivity application till date

41
may take a turn towards shared-information holding platform like Drop box, meaning people
may not only be able to chat on WhatsApp but also share and store common data.

With the advent of ‘Cloud Computing’, the world has virtually shrunk down to the size of a
room. It may not come as a surprise hence, to see such a large network-sharing support on
WhatsApp someday.

Whether the mole will actually become a mountain someday is a mystery. Till then, we enjoy
the present and await the surprises of future.

42
43
Chapter -4Research Methodology

Research Methodology

Topic: Customer Satisfaction towards WhatsApp

Objectives:

“To measure how much customers are satisfied by WhatsApp”

 To know current market scenarios of WhatsApp.

 To know customer behaviour on WhatsApp.

 To knowusage pattern of WhatsApp.

 To find out key success featuresof WhatsApp.

Methodology

Research design used:

Conclusive Research Design

Descriptive Research Design

Cross-sectional Design

Conclusive research design is more formal and structured than the exploratory design. It is use to
test the hypotheses and examine the relationship. Descriptive research design is the part of the
conclusive design and it describes the market characteristics or functions. It describes the
characteristics of relevant groups such as consumers,

44
 organizations etc. The collection of the information from the sample population is
drawn only once so it is cross sectional design.

Sampling methodology

Target population:

Youth&Professionals using Smartphones(M/F) from Gujarat, 2013-14

Sampling Method:

Non-probability; Convenience sampling method.

In nonprobability sampling technique the chances of selection of all elements of population

are not equal and convenience sampling method means sample drawn at the convenience of
the interviewer people tend to makes the selection at familiar location and choose
respondents who are like themselves.

Sample size: 106

respondents Data Collection

methods

Primary data

o Field Survey

o Personal Interview (Questionnaire)

Secondary data

o Internet

o Company database

Research Area

 Gujarat State

45
46
47
Chapter – 5Analysis & Interpretation

DATA ANALYSIS

 Overall demographics

Gender
Male 56 53%
Female 50 47%
Total 106 100%

Age
Up to 15 years 4 4%
16 – 25 years 53 50%
26 – 35 years 42 40%
36 – 45 years 6 6%
above 46 years 1 1%

Monthly Family Income

below 15000 INR 3 2%
15001 to 30000 INR 39 27%
30001 to 45000 INR 39 27%
45001 to 60000Occupation
INR 41 28%
above
Student60000 INR 40 23 38%
16%
Service 32 30%
Professional 21 20%
Home maker 10 9%
Unemployed 3 3%

48
  Here we can observe that, percentageof male& female in respondentsare almost
equal, agegroup 16 – 25 years is more, followed by 26-35 years and the monthly
family income is starting from INR15000 to 60000 above.
 Students formed the major percentage of the respondent, followed by the service
category.

Do you want to be in touch with the people by using Apps?

PARTICULAR FREQUENCY
YES 102
NO 4
TOTAL 106

NO; 4

YES; 102

INTERPRETATION: - In the above table and graph we can say that, out of the 106
respondent 96% i.e. 102 respondentswant to be in touch with the people by using Apps.

49
 What do you prefer more for staying in touch with people on
your phone?

PARTICULAR FREQUENCY
Social messaging Apps 93
Voice calls 54
SMS 15
Email 3

100 93
90
80
70
60 54
50
40
30
20 15
10
3
0
Social messaging Apps Voice calls SMS Email

What do you prefer more for staying in touch with people on your phone?

INTERPRETATION:-93 out of 106 respondents prefer Social messaging Appsfor staying in

touch with people from their phone followed by Voice calls. Whereas SMS & Email are less
preferred now a day, So Social messaging Apps have overtaken traditional SMS.

50
Q.3 Which social messaging app do you use?

51
 PARTICULAR FREQUENC
Y
WhatsApp 101
Facebook Messenger 60
WeChat 30
Twitter 14
BBM (Blackberry
8
Messenger)
Skype 3
Line 5
Other 11

120
101
100
80
60
60
40 30
20 14 11
8 3 5
0

Which social messaging app do you use

INTERPRETATION: -WhatsApp is widely used social messaging app, almost 95%

respondents use WhatsApp. Then comes Facebook and WeChat with 57% and 28%
respectively and Twitter, Other (like Viber &Tango) isused by average population which is
13% & 10%. App likeBBM, Skype&Line is very less used.

52
Do you use WhatsApp on an active basis?

PARTICULAR FREQUENCY

53
 All The Time 49
Most Of the Time 41
Sometimes 11
Not At All 5

Not At All; 5

Sometimes;

All The Time; 49

Most Of the Time; 41

INTERPRETATION: - From the above table and graph we can interpret that, 46% people
use “WhatsApp” all the Time and 39% people use it Most of the time. It indicates that the
majorpart of our samples use WhatsApp frequently. And, 5% people are not using WhatsApp
as they are using alternate app like Facebook or they are not having Smartphone with
data/Wi-Fi connection.

Tick the reason(s) why you do not use WhatsApp.

PARTICULAR FREQUENCY
Did not know WhatsApp Existed 1
No data plan/lack of easy access to
3
WiFi
Not enough friends using the same
0
application
nstitute of Business Administration
Using Alternate Messenger (fb,
2
WeChat, Etc)
Unreliable (Poor Connection,
0
WhatsApp unable to work, Etc)
47
 3.5 3
3
2.5 2
2
1.5 1
1
0.5
0
00

Tick the reason(s) why you do not use WhatsApp.

INTERPRETATION: - From the above analysis I can interpret that, from 5% respondents
which are not using WhatsApp, major reason is lack of Smartphone with access to Data-
plan/Wi-Fi and others are using alternate Messenger; only 1 respondent did not know
WhatsApp existed.

WhatsApp Messenger is a proprietary, cross-platform instant messaging

subscription service for smart phones. In addition to text messaging, users
can send each other images, video, and audio media messages. The client
software is available for Apple, Android, BlackBerry OS, Nokia, and
Windows Phone.
Did this information about WhatsApp encourage you to use the
application?

48
  Yes, But due to lack my phone, i am not using whatsapp
 No, dont have Smartphone
 Yes
 Yes
 Yes
Have you purchased Smartphone, only bcoz you can use WhatsApp?

PARTICULAR FREQUENCY
YES 25
NO 75

YES; 25

NO; 75

INTERPRETATION: - 25% of respondent have purchased Smartphone, only becausethey

can use “WhatsApp”, this shows that WhatsApp has been the top driver for smartphone
penetration in India.

From which medium you came to know about WhatApp?

PARTICULAR FREQUENCY
Word of Mouth 60
Internet 34
Advertisement 6
Newspaper 0

49
 70

60
60

50

40
34
30

20

10
6

0
Word of Mouth Internet Advertisement News0paper

From which medium you came to know about WhatApp?

INTERPRETATION:- From the above analysis, I have interpreted that Word of Mouth is
the major source of the awareness for ‘WhatsApp’ and after that Internet publicity has also
worked well for the WhatsApp. And Advertisement is very less effective.

So it’s easy to conclude that a Mouth Publicity & People recommendation plays highest role
in popularity of WhatsApp.

Which WhatsApp features impresses you?

PARTICULAR FREQUENC
ee Institute of Business Administration Y
Ease of Navigation/ User Friendly Interface 56
Groups chatting 57
Speed 39
Cross-Compatibility (Apple, Android,
BlackBerry OS, Nokia, and Windows 49
Phone)
Sharing (e.g. Video, audio, Photo, Status etc) 73
50
INTERPRETATION: -All-most every features of WhatsApp impresses respondents, but
major feature which impresses respondent is sharing (e.g. video, audio, Photo, Status etc)
because it allows users to send media instantly, then Group Chatting is also popular, followed
by User Friendly interface. Cross-Compatibility & Speed of WhatsApp are also
impressingfeatures.

Which features you would like to suggest in WhatsApp to enhance

its appeal?

PARTICULAR FREQUENCY
Video Calling Services 65
Support voice calls 26
Support For PCs to PCs/Phone Vice Versa 25
Privacy - who can view & add 48
Increase Group Chat Participants from 30 8
Other 11
INTERPRETATION: - Because of the good services, features of WhatsApp, most of the
consumer are satisfied on the existing features. But Respondent believes that there are some
features required in WhatsApp for better messaging.

The major feature which are suggestedby respondents are Video Calling Service, Privacy –
who can view the status & profile, and voice call &WhatsApp for PC are also one of the
suggested features.Some respondents said Photos & Videos of any size must be allowed, it
means that WhatsApp should work on additional features to enhance its appeal.
As a social messaging application, how would you rate
WhatsApp? From a scale of 1 (Least satisfied) to 5 (Most satisfied)

PARTICULAR FREQUENCY
1 Least satisfied(don’t download) 0
2 Dissatisfied 0
3 Neutral 7
4 Satisfied 34
5 Most satisfied (A must-use application) 59

51
 INTERPRETATION: - Most of the respondents are satisfied by using WhatsApp. 59% of
respondent are most-satisfied means WhatsApp is must-use application, 34% at “satisfied”
level, only 7% people are neutral. It means WhatsApp earns very good customer satisfaction
level among social messenger apps.

Final Question. As the success of WhatsApp depends on being wider

spread among users, would you recommend WhatsApp to your friends,
families, colleagues?

PARTICULAR FREQUENCY
YES 100
NO 0

120

100
100

80

60

40

20

0
YES N0O

Final Question. As the success of WhatsApp depends on being wider spread among users, would you
recommend WhatsApp to your friends, families, colleagues?

INTERPRETATION:- From the above analysis, 100% of respondent are going to

recommend and suggest to use WhatsApp to their friends, families, colleagues in future.

52
53
FINDINGS&RECOMMENDATION

 According to survey, I have found that around 87.7% peopleprefer Social messaging
Apps for staying in touch with people from their phone. Whereas SMS & Email are
less preferred now a day. So WhatsApp has overtaken traditional SMS.

 Almost 95% people use WhatsApp, so this shows that Whatsapp is most popular
amongst chat appslike Facebook, WeChat.

 WhatsApp is popular among youth & professionals disrespect of the demographic

variables (like gender, age, income); Youths are using WhatsApp most of the time
compare to that of Facebook.

 Word of mouth is major source of spreading of WhatsApp popularity, here the

friend’s recommendations, as most of them are using and recommendingit;
inspire the person to use WhatsApp.

 Some special data-plans by telecom companies (like DoCoMo), advertisement by

smartphone companies helped WhatsApp to gain market, so indirectly WhatsApp
has been the top driver for smartphone.

 The features like Groups chatting, easy Sharing (e.g. Video, audio, Photo, Status etc.)

and User Friendly Interface of WhatsApp have earned very much customer

satisfaction, and these three features are becoming a brand identity of the WhatsApp

Messenger.
 General suggestion about WhatsApp from all the users is same. Most respondent who

use WhatsApp want video calls as one of the features and privacy is also on priority

of most of the user. Voice calls is also one of the important feature to be added as per

some respondent &also the support from PC.

 Satisfaction level of WhatsApp is high but it should focus on adding some new and

attractive features in order to stay ahead in competition as apps like WeChat, Line are

ahead in features, which will increase competition in future.

54
  Few respondents say that company should allow sharing the photos, and videos of

any size.
 Company should introduce the system to share and send documents which will

increase usage of WhatsApp and increase the satisfaction of potential customers.

 Peoples now a day are giving more preference to Privacy in internet. So, Social

Messengers should look after the privacy of people and give good & safe social

connectivity options. And we all know that finally WhatsApp has introduced the new

Privacy options from March 2014.

LIMITATIONS OF THE RESEARCH

Following are some of the limitations of the study
 I considered Gujarat region only because of limited time.

55
 As the quantitative research was conducted using online surveys, there was minimal
control over the composition of the respondents in total sample.
 Another limitation of the study is that, Findings of the study are based on the
assumption that the respondents have given correct information.
 Respondent Bias was one of the major limitations of research, and there might not be
perfect positive response from all the respondents.
6.2

56
 CONCLUSION

From the research I came to know about the important conclusion regarding the customer
satisfaction of WhatsApp.

WhatsApp has been in market for quite some time and is being used by most and offers
functionality like text based messaging and files transfers.WhatsApp is clearly emerging as
an alternate for SMS and MMS messaging.Demographic ratio does not affect the usage of
WhatsApp.

The word of mouth has given great advantage to aware the customers about the products.
Withincreasing smartphone market WhatsApp has capturedthe market but company has to
keep innovating to maintain the satisfactory level of existing customers.
Because with given enough time WeChat, Line are a capable product and in the future they hold the potential to
overtake WhatsApp, unless some new innovations is adopted by the world leader in messengers

57
58
Bibliography

BOOKS:

1. NareshK. Malhotra, “Marketing Research: An Applied Orientation”4th

Edition. Prentice Hall, 2004.
2. Philip Kotler, Kevin Lane Keller, Abraham Koshy, MithileshwarJha.,
“Marketing Management – A south Indian perspective”-
13thedition.Pearson Education, 2009.

WEBSITES:

http://www.whatsapp.com/

http://en.wikipedia.org/wiki/WhatsApp

http://www.frost.com/c/10392/blog/blog-display.do?

id=3313452

http://www.cxotoday.com/story/is-whatsapp-overtaking-the-sms-

soon/ http://www.wikiswot.com/SWOT/4_/Whatsapp.html

http://nivedithg.blogspot.in/2012/10/wechat-mobile-app-

review.html http://www.wikiwealth.com/five-forces:whatsapp

http://in.news.yahoo.com/whatsapp-19-billion-bet-facebook-

050220867.html http://www.statista.com

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