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WeChat Work: Bringing Social Networking into Enterprise Workplace
內容大綱
In April 2016, the Chinese tech giant Tencent made an ambitious foray into the enterprise market by launching WeChat Work, an enterprise social network app adopted from its immensely popular consumer app WeChat. To increase WeChat Work adoption, Tencent leveraged on the 1-billion user base of WeChat and its strong consumer IT capabilities. Despite the initial success, WeChat Work faced intense competition from many other firms, including Alibaba's DingTalk. The socialisation needs of enterprise workplace vary significantly from those of consumers. How can Tencents address these challenges? Can Tencent's strong consumer IT capabilities be as effective in driving the adoption of WeChat Work in the enterprise market?