With ad load reaching capacity, Facebook has to find new sources for mobile growth. Luckily, they already have one.
Short answer: not very well.
For all the attention that secure messenger apps get from the media and celebrities, users aren’t taking to them very quickly.
Last week I wrote about the troubles that pharmaceutical companies had had with the app market.
Healthcare is incredibly complicated (who knew!?). Vast regulatory frameworks, overlapping public and private oversight, conflicts between profit and non-profit incentives - healthcare is not as obvious a candidate for digital disruption as, say, taxis or hotels.
For the past few years, pharmaceutical companies have been producing a lot of apps without a lot of impact. The big players averaged 65 apps each back in 2014 but only four companies generated an active user base over 100,000, which is a lot of effort for scant reward.
So what's going wrong?
Rovio released their annual results last week, and the numbers surprised some commentators. I won’t go into details of the report — Venture Beat did a good job of that here — but want to dig into what our data shows about their performance, and why that might be the case.