The Messaging App, Rakuten Viber, Shifted Their Innovation Strategy from Being Product-Centric to User-Centric. as a Result, the Messaging Platform Increased Overall Engagement by 15 Percent for Its One Billion Registered Global Users

Mixpanel, the world’s leading user analytics platform, announced that its customer Rakuten Viber increased overall retention and time spent in-platform for its one billion global users, with an insights-driven product development approach.

Through its three-year partnership with Mixpanel, Viber, the cross-platform instant messaging and voice over IP (VoIP) application, continues to make experimental platform decisions to test, iterate, and improve the entire user experience. This user insights-driven product strategy improved overall platform messaging by 15 percent for its one billion users, a key factor in driving engaged conversations amongst individuals, as well as community members.

Through their partnership, the Viber team will continue to use behavioral insights in Mixpanel to build out the entire user journey and brand experience for its users.

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“The companies that stay ahead of the curve are the ones that focus on delivering an outstanding and consistent experience across every user touchpoint including emails, ads, and customer service, as well as the app, website, and technology that make up a company’s product. Rakuten Viber is a great example of how our customers are reinventing themselves from the inside-out with the power of data-driven insights,” said Amir Movfaghi, CEO of Mixpanel.

Danny Odes, Mobile Product Manager at Viber, was a critical player in Viber’s iterative redesign: “What keeps users coming back to Viber is the fact that it’s a fun and seamless platform that keeps them feeling connected with their loved ones and favorite brands. I want to create products that help people make more meaningful connections, and I look to Mixpanel for quantitative evidence of where we need to improve the user experience so people can truly express themselves on our platform.”

Research shows that messaging platforms are twenty percent larger than today’s social networks and messenger apps are the ubiquitous way for people to stay connected around the world. In addition, these platforms are ripe environments for brands to apply unique strategies for users to connect with them in a more engaging and authentic way. For example, Viber is the official communication channel of FC Barcelona, and the instant messaging and calling app partner of the Golden State Warriors.

“With user analytics, Mixpanel has enabled Viber to fulfill its first order of business: cultivate a cross-platform environment that helps people connect with their loved ones around the world,” said Danny Odes.

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