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Why Tencent is slow to monetise WeChat

Tencent's monetisation strategy runs counter to traditional business norms. The tech giant prefers to take it slow, and protect its user experience.

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Capitalising on the growing importance of mobile, WeChat was born in 2011. Tencent has exercised control over ad loads on this multi-purpose social media mobile app platform so as not to compromise user experience.

THE US$22 billion Chinese technology giant Tencent is sitting on an advertising goldmine. Just 18 per cent of its total revenue in fiscal year 2016 came from online advertising, and industry analysts believe that the company's WeChat social media app in particular is under-monetised.

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