Case Study: Weixin (way-shin)
Pamela Ten Eyck
SNHU MKT 555

China’s mobile app Weixin appears to be close…at least to its target audience. According to the Tencent website at tencent.com, Weixin reached 938 million monthly active user accounts in the first quarter of 2017.

Weixin’s success can be attributed to their knowledge of their audiences’ interests and motivations, coupled with convenience and ease of use.  Weixin essentially created a mobile portal to integrate in their audiences’ daily lives.  Weixin users not only can communicate real time via text and video, they can share multimedia, and access news, games, location/ gps services, etc. via the Weixin mobile app. Simply put, Weixin integrates messaging, social media, entertainment, access to services, and the ability to make purchases and send money, in a single mobile application, enhancing the mobile digital lifestyle of smartphone users in China, Southeast Asia, Europe and America.

One App Fits All – Mobile Application

Weixin is structured on an open platform which allows for flex and scalability.  This allows its users to connect with services as they are available, and allows for customization to its users specific needs. But is this really suitable for all? Maybe, as close as it can be, for its intended audience.

As any platform may have success in providing a plethora of desired services, there are always limits. While users from different backgrounds may choose to individualize their social media to their preferences, the application itself may be the constraint when crossing over into additional audiences. The user interface may not be as intuitive for audiences of different societies, or cultures.  There may be differences in what one audience may find entertaining, or beneficial within an application. There must always be consideration of the intended audience, or audiences to achieve the desired success.

Become One With Weixin

Weixin made it convenient for its users to maneuver their daily lives. Their audience can communicate and share experiences, catch a ride, play a game, open a store, and make purchases from one convenient mobile application.  Their audience can do this anywhere. Weixin becomes their audiences’ companion.  The idea sounds great, and Weixin has had great success. However, Weixin was intentionally created to target a certain audience. In theory, it would be successful to any audience that had the same attributes of its target audience.

The Global Weixin App

Could Weixin be successful in other countries?  In theory, yes it could! However, it might meet resistance in other markets.  Many considerations must be made regarding current culture and trends.  It would be difficult to break in to cultures that are already using applications such as Twitter, Instagram, and Facebook. Weixin would have to understand the motivations of their intended users within other cultures to achieve the success that they currently have within their current markets.

So, is it possible for a mobile app to be all things to all people?  I’ve yet to see it!