A lot of people seem mystified about Facebook’s $16 billion acquisition of WhatsApp. For some folks, it’s about breaking free of an America-centric view of the Internet, as WhatsApp is larger than Twitter or LinkedIn by about 100 million members. For others, it’s not understanding why Facebook would spend that much. Here are three simple charts that should explain the logic of the deal from Facebook’s side.
First, let’s look at Facebook’s growth by region, in monthly active users.
It doesn’t take a rocket scientist to figure out that Facebook has tapped out the US/Canada and even the EU to a degree. When we convert this to growth rates in percentage change, we get:
The declines shouldn’t fool you – Asia, the Middle East, and Africa are Facebook’s fastest growing regions, at double the US/Canada and the EU. That’s part one of the puzzle. Facebook needs to continue its growth in its strongest regions. Here’s part two.
Facebook’s largest, fastest growing regions aren’t driving revenue the way the US, Canada, and the EU are. There’s a 3.5x gap between the US and the growth regions. If Facebook could fix its revenue problem in those regions, it could add another billion dollars or more of quarterly revenue. That’s why WhatsApp makes a lot of sense. It already charges users $1 per year. It’s got revenue that is diversified, that isn’t advertising-based. That makes it super appealing for Facebook, which is incredibly reliant on advertising dollars. A diversified revenue source in the fastest growing regions has the deal make total sense.
The logic from WhatsApp’s side shouldn’t need a lot of explaining.
You might also enjoy:
- You Ask, I Answer: Sources of Music for Podcasts?
- Mergers and Acquisitions 101 : How to Survive a Merger
- You Ask, I Answer: Favorite Marketing Data Tracking Tools
- How To Set Your Consulting Billing Rates and Fees
- What is Ethics in Marketing?
Want to read more like this from Christopher Penn? Get updates here:
Get your copy of AI For Marketers