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 • Background of Zalo • The user growth story • Continuous development Landscape before Zalo Social Networks 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 Traditional Messengers Strong network effect on PC, but • No social features • Not fun enough • Not mobile friendly 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 5community • Low barrier to entry Model of Zalo Mobile social messaging: • Based on Mobile First & Phonebook Graph • Combine Context Messaging & Connecting & Circle Socializing • Viral (i.e SMS/Zing/Facebook…) • Sticky • Mass market appeal Target 18-25 26-30 Singles Core segment Core segment Unmarried couples Potential to grow share ? Married couples Potential to penetrate X X Not target yet Not target yet Product Platform Product Communication: Voice messaging & Call… Social: Timeline, People Near By, Room… Platform: Page, 3rd Apps, Games Proposition(Value) “Fun & Connection & Private” Anchored by basic: Fast, Quality, Cheap P lace (Channel) App Stores: Itunes, Google Play, Nokia Store Factory Preload on Nokia Asha, WP… Side-load at retail shop Marketing • 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 • Background of Zalo • The user growth story • Continuous development Agenda • Background of Zalo • The user growth story • Continuous development User Discovery Q3/2012: Born Product 25000000 • Zing & Phonebook mobile messenger • voice, sticker, draw and people near by 20000000 Users feedback and data told us So we • 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 15000000 10000000 5000000 5/ 4/ 2/2 4/ 8/2 13 3/ 4/2 13 3/ 1/2 13 17 01 3/ /20 2/ 3/2 13 17 01 2/ /20 1/ 3/2 13 20 01 1/ /20 12 / /2 20 12 3/2 13 11 /9/ 012 / 11 / / 10 1 / / 10 / /1 20 9/ 4/2 12 9/ 0/2 12 16 9/ /20 8/ 2/2 12 01 /2 01 • Good for dating purpose • The draw & games, sticker are fun • The concept of mixing up Zing & phonebook graph is confusing, they want a separated buddy list • Sending speed is slow with 3G, drain the battery lifecycle • Nokia version is not available yet Registered User Daily msg User Discovery Q4/2012: Totter Product New version Nokia/Droid/IOS Group, Room Social Timeline Users feedback and data told us • • • • Voice/text is fast UX is much better than the prev one Spam and privacy concerns Not enough friends so both retention and engagement are problems 15000000 10000000 5000000 So we • • • 20000000 Improve notification services Improve picture quality Scale up advertising budget, Run 360 degree marketing campaign 5/ 4/ 2/2 4/ 8/2 13 3/ 4/2 13 3/ 1/2 13 17 01 3/ /20 2/ 3/2 13 17 01 2/ /20 1/ 3/2 13 20 01 1/ /20 12 / /2 20 12 3/2 13 11 /9/ 012 / 11 / / 10 1 / / 10 / /1 20 9/ 4/2 12 9/ 0/2 12 16 9/ /20 8/ 2/2 12 01 /2 01 • • • 25000000 Registered User Daily msg User Discovery Q1/2013: Walk Product • • • • Friend Circle Zalo Page (VIP) Friend invitation Support 18 countries Users feedback and data told us 25000000 20000000 15000000 • Voice message is addictive • Multi-picture upload is convenient 10000000 So we 5000000 5/ 4/ 2/2 4/ 8/2 13 3/ 4/2 13 3/ 1/2 13 17 01 3/ /20 2/ 3/2 13 17 01 2/ /20 1/ 3/2 13 20 01 1/ /20 12 / /2 20 12 3/2 13 11 /9/ 012 / 11 / / 10 1 / / 10 / /1 20 9/ 4/2 12 9/ 0/2 12 16 9/ /20 8/ 2/2 12 01 /2 01 • Run Friend Invite Campaign • Developing Call • Work with 3RD party apps Registered User Daily msg Agenda • Background of Zalo • The user growth story • Continuous development Stats • 2.3M registered users (40% Droid; 30% IOS; 30% Nokia) • >500K new users join a month • 800K DAU • 380K peak CCU • 20M messages sent a day • 39 servers, 150M requests a day Server Platform • • • • • • • • • • • • • • • • • • • • CentOS Binary protocol, SSL, TCP/IP, UDP C++ for core, java for other business services Za-Router, long connection service map and load balancer Za-DB: a key-value db storage similar to Amazon Dynamo/Google Big T Za-Cache: memory caching system Za-Session manager Za-CDN Za-Messaging/Signal Socket Server Za-Stream Download/Upload Server Za-Voice/Video Media Proxy Server Za-Configuration center: synchronize config among services Za-Monitor center + zabbix + nagios + cacti + dogslow: trend monitoring Postgre SQL(PostGis): store lbs data, can handle >10k requests/sec with memory caching Dynamic DNS HA Proxy: web load balancer(https login services) Squid: static content caching, small photo… Hadoop: data analyzing and mining Elastic search Scribe for log, backup… ZA Socket Protocol Monitoring ZAComm Router ZAComm ZAComm #1 #1 ZAComm ZAComm #2 #2 ZAComm ZAComm #N #N Conn Conn Manager Manager Conn Manager Conn Conn Manager Manager Worker Pool Worker Worker Pool Pool Worker Pool Worker Worker Worker Worker VIP Msg Avatar Contact LBS LBS Group Group Photo Photo Privacy Privacy Room Room Share Cover Cover Friend Friend LBS LBS Message Message Items Items Photo Photo Caching Caching Caching Caching Caching Persistent Persistent Persistent MemCache Background Job Server Infrastructure 39 Servers: • relay storage servers • database servers • business application servers • proxy caching servers • other caching servers • backup servers • log and monitor/configuration servers Capacity: • • 1M CCU I/O speed: 200K message/sec 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…) ... Background of Zalo • The user growth story • Continuous development Stats • 2.3M registered users (40% Droid; 30% IOS; 30% Nokia) • >500K new users join a month • 800K DAU • 380K peak CCU • 20M... Agenda • Background of Zalo • The user growth story • Continuous development Agenda • Background of Zalo • The user growth story • Continuous development User Discovery Q3/2012: Born Product... social messaging: • Based on Mobile First & Phonebook Graph • Combine Context Messaging & Connecting & Circle Socializing • Viral (i.e SMS/Zing/Facebook…) • Sticky • Mass market appeal Target