When many people hear that Path is shutting down, the first reaction is probably: “Is this goods still alive?” “But more people may be in a daze:” What’s the thing?
The stranger’s sense of Path is so much that many media outlets have to add an attributive to “faceboook’s former rival”, “facebook arch-rival” when reporting. Since its inception, Path has been inextricably linked to Facebook, whether it’s a private social positioning dedicated to Facebook and the origins of Dave Molin, a former Facebook product manager for founder Dave Morin.
The path, which came out in 2010, was the beginning of a show that was not the same as the “glamorous X-rays” on the market, and the gorgeous interface and silky smooth interaction were stunning, with a list of friends for only 50 people (later added to 150) revealing a “secluded” posture, which is the most important feature of Path Private.
In the original version 1.0, Path had only a picture-sharing feature, and in subsequent updates, support for text, music, and other formats was added, as well as check-in functionality. Do you feel familiar? Isn’t that the shape of WeChat’s circle of friends? Even the English name of the circle of Friends “moment” is the first concept proposed by path, the state of the path tube user release is called “moment”. It is hard to say that WeChat’s circle of friends has not been inspired by Path.
Star Team, exquisite design and distinctive ideas, path once launched by Silicon Valley, less than 6 months after the success of Google’s attention, the latter issued a 100 million-dollar purchase price, of course, as all proud startups, path to the big guy said “No.” However, Morin would not have thought that Google’s takeover offer was the most light moment in path in 8 years, and that the phrase “out of the way is the pinnacle” could not have been more appropriate for path.
Although Path has long been seen as a Facebook subversive and user word of mouth is quite high, it has never really been a threat to Xiao Zha’s company.
A year after its inception, Path’s number of users exceeded 1 million, and when it completed the B-round of more than $30 million in financing in 2012, its users were only more than 2 million. At its peak, Path’s number of users had reached 50 million, valued at $500 million. Note, however, that the “number of users” and “active users” are two concepts.
In fact, PATH has never been mainstream in the US market, and most people prefer to share their daily work with friends and even strangers on Facebook and enjoy the attention of everyone, not to mention that Facebook has from time to time from this insignificant competitor, rather than in a silent state of path.
Draw on “some ideas, such as the”reactions”feature on the line in 2015, which allows you to take a stand with your friends, Path as early as 2012.” Path’s largest market is far away in Indonesia, and by 2017, Path had 4 million users in Indonesia. In the 2014 report, App Annie showed that, with the exception of three countries in Indonesia, Niger and Saudi Arabia, Path did not rank in the top 20 of social networking apps in other markets in the App Store, ranking only 135 in the United States.
In order to cater to Asian users, path launched an expression pack in 2014, it is clear that European and American users have little interest in this kind of thing, in the instant messaging attempt path talk also ended in failure, path gradually faded from the European and American market vision, but also two years later to “sell” set the stage. After the turmoil in Path management in 2013 and the loss of several key executives, the company cut 20% of its staff with a reshuffle. At this point, Path is already facing serious funding problems, with huge expenses coming from the company’s lavish office location, “When you can see the Golden Gate Bridge outside the window, you spend too much money on the office space.” “A comment pointed out.
At the time, Path was headquartered in a commercial building with black glass in south of the Market Street in San Francisco. Maureen’s obsession with design, on the other hand, has also led to high hiring costs for companies.
The ratio of designers and developers within the Path team was said to be as high as 1:2, while the industry average was 1:20. Luxury hiring planning and office selection have allowed Path to spend 2.5 million of dollars a month on monthly expenses.
May 28, 2015, Path announced that it had been acquired by South Korean social giant Kakao in an unknown amount.
At that time, Kakao was struggling to compete with social software such as line and WhatsApp in markets outside South Korea, and was hoping to open up overseas markets with a share of Path in Indonesia.
However, being acquired by Kakao is more like a “death penalty” for Path, and its operating conditions have not picked up for three of years, and eventually it can only end up in an abandoned ending. From October 1, Path will be off the shelves from the App Store and Google play, with the official termination of service on October 18.
Perhaps the lessons of this include a Star team (former Facebook and Napster executives), a beautiful interface and alternative ideas that may not win the Social war with Facebook, and for many, Facebook and Instagram are enough. Put in the domestic, the truth is the same, iron-clad WeChat, the “challenger” of running water, do not believe? Just look at how many active friends there are on the bullet text.