Phân tích dự án ứng dụng nhắn tin miễn phí Zalo, quá trình phát triển ứng dụng và users tại việt namx

Phân tích dự án ứng dụng nhắn tin miễn phí zalo chat, quá trình phát triển ứng dụng và users tại việt nam của công ty VNG

Inside Zalo: Developing a mobile messenger for the audience of millions

BY THANH DAO, VNG CORP.

About me

Career:

• VNG: Senior Manager - Head of Zalo & Zing

Mobile Product Group

• Past: Microsoft, Kofax

Contact:

• thanhdn@vng.com.vn

• http://me.zing.vn/thanhngocdao

• http://facebook.com/thanhdao

My Goals

• Talk about how we started a mobile first

product, growing the user base and the learned lessons that lead us here.

• Give you a blueprint for how to scale your

mobile server system to millions.

Agenda

Landscape before Zalo

5

Sticky, but

• Don’t support mobile first

use-case and phonebook

graph.

• Not focus on enhance chat

and group chat

• My mom, sister don’t

contact me via SNS

Social Networks Traditional Messengers OTT IM

Early movers & viral, but…

• No profile, social features.

• Lack of fun features appeal

to the young users

• Can’t customize a feature for the Vietnamese

community

• Low barrier to entry

Strong network effect on PC,

but

• No social features

• Not fun enough

• Not mobile friendly

Model of Zalo

Mobile social messaging:

• Based on Mobile First & Phonebook Graph

• Combine Context Messaging & Connecting &

Not target yet

1 Communication: Voice messaging & Call…

2 Social: Timeline, People Near By, Room…

3 Platform: Page, 3rd Apps, Games.

“Fun & Connection & Private”

Anchored by basic: Fast, Quality, Cheap roposition(Value)

lace (Channel)

1 App Stores: Itunes, Google Play, Nokia Store

2 Factory Preload on Nokia Asha, WP…

3 Side-load at retail shop

• Position as an Expression/Lifestyle.

• Focus on messaging the brand benefit

– “Talk more to your loved ones”

• 360 Campaign launch at Online, Social, PR, TVC, OOH (Cinema, University,…)

Agenda

Agenda

4/28/2013

4/14/2013

3/31/2013

3/17/2013

3/

20132/17/2013

2/3/

20131/20/2013

1/6/

2013

12/23/2012

12/9/2012

11/25/2012

11/11/2012

10/28/2012

10/14/2012

9/30/2012

9/16/2012

9/2/

20128/19/2012

0 5000000 10000000 15000000 20000000 25000000

Registered User Daily msg

User Discovery Q3/2012: Born

Product

• Zing & Phonebook mobile messenger

• voice, sticker, draw and people near by

Users feedback and data told us

• Good for dating purpose

• The draw & games, sticker are fun

• The concept of mixing up Zing & phonebook

graph is confusing, they want a separated

• Removed “Chat with Zing friends” feature

and focused on the Mobile First use-cases

• Rewrote our own socket chat servers instead

of relaying via Zing Me Web Chat servers

User Discovery Q4/2012: Totter

• UX is much better than the prev one

• Spam and privacy concerns

• Not enough friends so both retention and

engagement are problems

So we

• Improve notification services

• Improve picture quality

• Scale up advertising budget, Run 360 degree

marketing campaign

5/12/2013

4/28/2013

4/14/2013

3/31/2013

3/17/2013

3/

20132/17/2013

2/3/

20131/20/2013

1/6/

2013

12/23/2012

12/9/2012

11/25/2012

11/11/2012

10/28/2012

10/14/2012

9/30/2012

9/16/2012

9/2/

20128/19/2012

0 5000000 10000000 15000000 20000000 25000000

Registered User Daily msg

User Discovery Q1/2013: Walk

Users feedback and data told us

• Voice message is addictive

• Multi-picture upload is convenient

4/28/2013

4/14/2013

3/31/2013

3/17/2013

3/

20132/17/2013

2/3/

20131/20/2013

1/6/

2013

12/23/2012

12/9/2012

11/25/2012

11/11/2012

10/28/2012

10/14/2012

9/30/2012

9/16/2012

9/2/

20128/19/2012

0 5000000 10000000 15000000 20000000 25000000

Registered User Daily msg

Agenda

Server Platform

ZAComm #2

Worker Pool Conn Manager

ZAComm #N

Worker Pool Conn Manager

VIP LBS Room

Worker

Msg Group Share

Worker

Avatar Photo Cover

Worker

Contact Privacy Friend

MemCache

LBS

Persistent Caching

Message Items

Persistent Caching

Photo

Persistent Caching

Server Infrastructure

39 Servers:

Scalable Mobile Servers

• Scaling connection servers

– Each connection server handle a shard of users. – Configuration center.

– Service map.

• Scaling database

– Distributed hash table design.

– Backup & recovery.

– No alter on large table, create new one.

– Soft deletion, Lazy write.

• N+1 design

– Build horizontally, never less than two of anything. – No single point of failure.

• Think about monitor during design, not after.

• Identify where bottlenecks are in each tier

– Control Port(CPU)

– Data Port(Network/Memory/Cache/Storage IO…).

High Performance Mobile Client

• Speed:

– Different network type, different connecting strategy

• Use wi-fi as much as possible.

• Maximize bandwidth in fewer calls and group multiple requests

concurrently into a single multi-get request

• Use bigger buffers.

– Decouple user transitions from data interactions:

• I.e Apply tricky like, silently uploading the image in background during

the user inputting description

– Avoid large thumb:

• Send high-resolution thumb to high resolution devices and

low-resolution thumb to low low-resolution devices

– Cache more often, flush cache regularly

• Battery:

– HTTP versus TCP/IP reuse.

–Avoid constant polling(but be tricky when using poll/push)…

– Download in bursts/chunks rather than continuously streaming.

– Minimize aggressive behaviors

– Read/Write to cache then flushing a big mount of data into

device storage once.

– Use profiler tool to benchmark and measure your app battery

consume speed.

Team & Process

• 27 developers: Server & Backend, Mobile Client, R&D framework.

• 2 system engineers

• 5 QA engineers

• 3 graphic designers: 1 artist & 2 graphic design

• 5 product managers, each person:

• Scrum & continuous deployment process:

Questions?

Ready to embrace new challenges?

We are hiring…

lepm@vng.com.vn

Thank you!