Despite the fact that most users believe that instant messengers should be free, in fact it costs money to keep them running, and a lot of money. Usually someone else just pays for it. Few remember that in its early days, WhatsApp was also paid. But then Facebook bought it and, in order to popularize it, opened free access to it for everyone. But no one bought Telegram, but its founder Pavel Durov was in no hurry to take money from users or attract investors. Look at how it turned out for him.
Those who were interested in Telegram not only as a means of communication, but also as the new project of Pavel Durov, who left VKontakte, should know that for a long time the messenger developed on the personal savings of its founder. Durov said that he spends about a million dollars a month to support Telegram, but that was at the dawn of its formation.
What Telegram spends money on
Since then, the audience of the messenger has grown greatly, and it needed new capacities, new developers and new ideas to continue to work as before and even better. Of course, Durov could not keep the service out of his pocket. Therefore, he got into debt, obviously hoping to transfer Telegram to self-sufficiency, but as a result “flew in” almost $ 700 million.
Telegram costs now look like this:
- 35% – ensuring the operation of their own servers and the purchase of network equipment;
- 25% – user verification via SMS;
- 15% – payment of salaries to employees;
- 15% – rent of premises in data centers;
- 5% – payment for Internet traffic;
- 5% – technical support.
To cover the debts, which became known from the financial statements of Telegram for 2018-2020, Pavel Durov offered investors to buy bonds of the messenger in the amount of $ 1 billion. Their messenger should be received by April in order to cover existing debts and continue working. In the future, the entrepreneur promised to introduce a wide range of monetization tools in Telegram, which will allow him to recoup his costs over the next five years.
In this case, we are talking about advertising that will appear in Telegram through its own advertising platform, paid functions that will improve large channels, as well as paid stickers. Initially, Durov hoped to turn Telegram into a gaming platform, giving users the opportunity to buy games in the messenger, but was forced to abandon this venture due to the restrictions of the App Store.
Apple has warned the entrepreneur that it is forbidden to list applications that open access to content on the side in the catalog. Obviously, this project could bring Telegram a lot of money, but the fear of being kicked out of the App Store turned out to be stronger. You yourself know everything about the history of the TON cryptocurrency. This means that you will have to stop at advertising, because, according to the estimates of the company’s analysts, it can become a good source of income.
What Telegram exists for
Durov does not want Telegram to turn into a platform for advertising, so he will implement it carefully. Firstly, ads will not appear in chats, and, secondly, the service will not personalize them, thereby ensuring user privacy. Instead, the plan is to advertise on major channels. According to preliminary calculations, the total number of Telegram impressions every month is approximately 350 billion for 42 million active channels. By 2025, this figure will already be 2 trillion, and every 10th post could become an advertisement.
However, advertising in channels is not everything. Durov is planning several more monetization formats:
- Stories with advertising placement;
- Internet commerce within Telegram;
- Sharing ad revenue with group admins;
- Additional services for corporate users;
- Implementation of games based on the revenue sharing model.
In general, the ideas that are proposed for implementation in Telegram look quite promising. Yes, it is not as profitable as your own cryptocurrency, but also not as risky. Even if the service abandons user targeting, the potentially lost revenue from ad personalization could be more than offset by broad reach. Therefore, it is definitely not worth counting on the fact that Telegram will be blown away. After all, there are clearly a lot of investors who want to invest in the messenger. The main thing is that they do not delay too much with the embodiment of their desires.
Source: AppleInsider.ru — крупнейший сайт о iPhone, iPad, Mac в России by appleinsider.ru.
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