ByteDance Ltd – Navigating the Journey from Viewership to Profit
| Case Code: BSTR645 Case Length: 13 Pages Period: 2012 - 2018 Pub Date: 2022 Teaching Note: Available |
Price: Rs.400 Organization : ByteDance Industry : Technology & Communications Countries : China Themes: Big Data Strategy, Artificial Intelligence, Brand Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Bytedance Going Global
After achieving huge success in the Chinese market, ByteDance expanded its reach to users and creators in China, Korea, Japan, and Southeast Asia. In 2015, the company floated its app Topbuzz, popularly known as Toutiao outside China – into Japan, Korea, Southeast Asia, Brazil, and North America. TopBuzz was an all-in-one content discovery and recommendation mobile platform powered by machine learning algorithms. At TopBuzz, users could discover and enjoy a broad range of trending videos, articles, GIFs. Topbuzz was doing particularly well in Japan..
Will bytedance sustain the momentum?
Even as it was enjoying massive popularity and success, ByteDance was grappling with several challenges in China. In 2017, the company was ordered to suspend updates to its news app Toutiao after China’s internet regulator accused it of spreading distasteful material. Besides, ByteDance was told to clean up its other platforms too. In June 2017..
Mitigating the Challenges
In June 2018, ByteDance unveiled an array of measures for better user protection which included enhanced privacy and safety features allowing users to set accounts to ‘private,’ so that only approved users could view their content, providing the option for users to delete their accounts if they chose to do so, and restricting private messaging to only those who were friends on the platform. Further, parental control functions were also introduced, including a ‘time lock’ feature which allowed parents to set a limit on how much time their children spent on the app..
Looking Ahead
In 2018, ByteDance aimed to build more AI-focused services and to expand globally. In 2018, the company started expanding its businesses in the areas of online education, gaming, and cash loans. It also launched the online English study platform Gogokid for children under the age of 12 in May 2018..
Exhibits
Exhibit I: The Richest AI Startups In The World
Exhibit II: Douyin’s Daily Active Users (In millions)
Exhibit III: The 5 Chinese Internet Giants’ Gross App Usage Time
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