cescat

2. TELEGRAM
Case Study
BUSINESS MODELS INNOVATION 2019
FALL
Tor Vergata University of Rome
Master of Business Administration

3. 3
What is Telegram?
Telegram is a cloud-based mobile and desktop messaging app with a focus on security and speed, that
allows users to send multimedia messages and make voice and video calls. Telegram is launched in 2013
by the brothers Nikolai and Pavel Durov in Russia.
Secret chat
Telegram will
not be sold
Self-destruct
messages
Open API and
protocol free for
everyone
Cloud
storage
Bots and
channels
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4. “Since the day we launched in August
2013, we haven’t disclosed a single byte of
our users’ private data to third parties.
Telegram is an idea; it is the idea that
everyone on this planet has a right to be
free.”
“From Russia With Crypto: A Political History of Telegram” - Nathalie Maréchal, University of Southern
California
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5. 2013
2014
2015
2016
2017
2018
2019
Launch of
Telegram
Messenger and
the Telegram
API
Send documents
and files
Voice Messages,
Delete Messages for
both sides in Secret
Chats, Language
Settings on Android
Multiple photo
upload and more
Launch of Bot
API and
Platform;
Supergroups
（for 1,000
members)
Introducing Inline
Bots;
GIF Revolution;
Supergroups (for
5000 members)
Launch of the
Payments
Platform;
Start of the
development of
TON.
Launch of Telegram
External Secure ID;
Launch of the Minimal
Viable Test Network of
TON;
Testing and security
audits of TON;
Deployment of the
stable version of TON;
Launch of Telegram
Wallet.
Creation of TON-
based economy in
Telegram;
Launch of TON
Services, TON
Storage, and TON
Proxy
Telegram Roadmap
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6. Competitors
QQ Mobile
QQ is an instant messaging (IM) platform for
PC and mobile and has become the one of
the favorite social platforms for young
Chinese users with its diversified functions
and services.
Facebook Messenger
Commonly known as Messenger, it is a
​messaging app and platform. Facebook has
released new apps on a variety of different
operating systems and separated the
messaging functionality from the main
Facebook app.
WhatsApp
A company developing freeware and cross-
platform instant messaging service for
smartphones.
WeChat
Is a Chinese multi-purpose messaging,
social media and mobile payment app
developed by Tencent. WeChat has been
described as China‘s “app for everything”
and a “super app” because of its wide range
of functions. it's largest standalone mobile
apps with over 1 billion monthly active users.
Discord
All-in-one voice and text chat for gamers
that's free, secure, and works on both your
desktop and phone.
Viber
Viber is a calling and messaging app that
connects people with a free and secure
connection
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7. 1600
1300
1112
823
260
250
200
0 500 1000 1500 2000
Whatsapp
WeChat
Viber
Telegram
Monthly active
users in millions
35 50 60
100
180 200
0
50
100
150
200
250
Number of
monthly active
users in millions
@Statista2019
Telegram in
Numbers
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8. What value does the customer perceive in the market? Private and speed
communication
What needs are met? Fast and reliable messaging and calls
What are the advantages? Security – Channels – Cross-platform availability
What other needs could be met? Connect people worldwide
What would make the customer real happy? To know all they can get and how to do
it
Value Proposition
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9. SWOT Analysis
W
S
T
O
• Completely free
• High privacy
• Multi devices
• Higly reliable
• New customers (students,
teachers)
• Internet penetration in
developing countries: 
• Smartphone users: 
• New technology
• No agreement with
universities
• High competition
• Possible ban from
governments
• No video calls
• Use from criminals
(and terrorists)
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10. SERVICE
/
MARKET
MATRIX
CITIZENS
CRYPTO
CURRENCY
USERS
CRIMINALS
IT
DEVELOPE
RS
COMPANIE
S
GROUPS
SECRET
CHAT
«REGULAR»
CHAT
CHANNELS -
BOT
CLOUD
STORAGE
TON
Service/Market Matrix
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