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WhatsApp’s global success has been nothing short of epic, of course, By now, the app is hitting 450 million monthly active users. It’s a reach that nobody thought a sleek and simple text messaging app could ever achieve. But there is a problem with the messaging app market in general and all leading apps share the same core weakness. Consumers are really, really fickle in this particular product segment. This is not a market where one behemoth like Facebook can waltz in and simply displace its rivals. This is a market where even an 80% share of smartphone users offers no protection. The classic example is Spain, where WhatsApp hit 90% market penetration among smartphone owners less than two years ago. Yet when LINE kicked off an aggressive marketing campaign