Chatbot-driven business models for XING Messenger

Case Study

Background

Against the background of the spread of messenger services including integrated services for users, the social network Xing planned the expansion of the already existing messaging offers. This for example included new services based on chatbot solutions. Based on an analysis of possible applications including an assessment of feasibility and potential, a product strategy was to be defined in the course of the project.

Objectives

The objectives of the project were to develop a product strategy for expanding the functionality of the Xing messenger and associated service offerings. These should be based on marketable chatbot solutions. In addition, the development of new business models and monetization was to be driven forward.

Results

Within a very small amount of time, the topic was evaluated and transformed into a product strategy within the framework of Xing’s overarching strategic goals, and the various options and requirements were discussed with the customer. Overall, Xing has been able to successfully expand its paid services in recent years, in part thanks to the successful development of a product strategy for the Xing Messenger.

Our Role

First, a competitive analysis was carried out in the area of collaborative tools. Based on this, a strategic positioning for Xing Messenger was derived. In addition, possible services including their feasibility and potential were evaluated. As a basis for decision-making, an overview of Messenger business models was created, based on Xing’s key objectives. In addition, different solution design options were developed for the customer, including the evaluation of effort, speed and customer benefits.

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