Google

Global tech giant Google has announced shutting down its messaging app Allo that it launched in September 2016. The company has stopped putting money into the development of the messaging app earlier this year. And now it has finally decided to stop supporting Allo to focus on Messages.

Two years ago, the tech giant launched Allo and marketed it as a high-take messenger to compete with WhatsApp. The messaging app worked in alignment with Google Assistant to provide answers to user queries and suggest users with smart replies. Google launched few gimmicks within the app which was one of the features it was positioned for like large emojis, selfie clips which looped videos of a users face. Just like WhatsApp, Allo used phone numbers to set up user accounts instead of email address.

During the initial launch, the messaging app received a lot of buzz from Google supporters as well as media houses. However, it failed to ever grab many users on the platform. Users across India and Brazil never left WhatsApp. In China, users stuck with WeChat, and in some parts of South East Asia, Line was in trends.

Google already had Hangouts which was an in-email chat platform as well as Google Duo which was a video calling app. The launch of Google Allo confused people as other competitors like WhatsApp, WeChat and Line had all the features combined. As a result, Allo was never ever able to become popular to compete with other services that were already widespread among users across the world.

The app will continue to work till March 2019. Users can export their entire conversation history as a backup till then. In April this year, Google paused investments in Allo and yesterday, the tech giant announced the closure of the services.

The failure of one of the largest players in the world shows how competitive and sensitive is the messaging market. Google had all the financial backing, technical expertise and business minds. But, it failed as it was not the first mover. Google had been trying hard to build features and applications to take on WhatsApp.

Earlier in April this year, Google decided to shut down its social network arm Google+ for consumers following a  potential security breach that exposed the data of around 500,000 users. The update was first reported by The Wall Street Journal. However, Google cited low user engagement and software errors as the reason for the shutdown.

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