Bangkok--7 Aug--Hill & Knowlton Thailand A look back at the evolution of Windows Live Messenger to become Thailand’s best loved online communications tool No one can deny the immense popularity of Windows Live Messenger, or Messenger, in Thailand. Of Thailand’s 13.4 million internet users, 4.4 million use the program every day and between them they send 120 million messages, 12 times more than the average number of SMS messages sent per day on mobile phones in Thailand (10 million). Thailand also ranks 9th in the world in terms of user engagement (the average number of messages sent per person per day). Perhaps most significant is the fact that it is one of the few products than can claim to have a verb, to M, named after it, as in “do you want to M tonight?” In the space of just nine years, it has become the Instant Messenger (IM) tool of choice for Thai people be it for chatting with friends or as a communication aid in the office (recently Thailand’s Ministry of Finance recommended their staff to use Messenger for days on which they work from home). With its numerous features and options to customize its appearance, Thai people have warmly embraced this social technology to the extent that Thai developers have even developed an emoticon (a graphic symbol to convey emotional content) that represents the traditional Thai greeting, the wai, especially for use on Messenger. But how did this love affair between Thai people and Messenger begin? Here is a list of some of the key landmarks that were achieved along the way. 1999: Known as MSN Messenger Service, the first product release included only basic features, such as plain text messaging and a simplistic contact list and was available only in English. Soon after the first launch, a rotating advertising banner was added as well as the ability to slightly customize the appearance of the chat window. 2000: The arrival of the third version allowed for file transfers from PC to PC or PC to phones as well as certain audio capabilities. 2001: Major changes to the user interface with the ability to group contacts were added. In this year’s version the name was also changed from “MSN Messenger Service” to just “MSN Messenger” 2003: A major overhaul of the whole platform upgraded the simple text-based interface to include customizable elements such as emoticons, personalized avatars and backgrounds. This was the year MSN.co.th launched in Thailand. 2005: Personalization was taken to a new level with the introduction of winks and additional animated display pictures, emoticons and backgrounds to choose from. The voice clip feature was also introduced this year allowing users to record voice messages for up to 15 seconds and send to recipients. 2006: The name changed again to be Windows Live Messenger to represent the service’s position in Microsoft’s Windows Live family. The new features included computer to phone calling and the introduction of Windows Live Today (which allows users to check for updates from their Windows Live Hotmail and Spaces accounts). This was also the year that Windows Live Messenger became available in the Thai language. 2007: The latest update to Windows Live Messenger was version 8.5, launched on 6th November 2007. Several minor amendments included a roaming identity feature, meaning that users’ display names and pictures appear on any computer they sign in to. Also added was an SMS phone book allowing text messaging to a contact and a report abuse button to the help menu. “We are honoured and delighted that with the fantastic response of the Thai public to Windows Live Messenger,” said Kamolpat Swaengkit, National Sales Manager, Microsoft Advertising. “The ability for users to personalize their online communications in simple yet effective ways has been the key to the success of the program. Moving forwards, our team will continue to add innovative, interactive features to enhance the communications experience of all Windows Live Messenger fans in Thailand,” Kamolpat added. About MSN and Windows Live MSN attracts more than 465 million unique users worldwide per month. With localized versions available globally in 42 markets and 21 languages, MSN is a world leader in delivering compelling programmed content experiences to consumers and online advertising opportunities to businesses worldwide. Windows Live, a new set of personal Internet services and software, is designed to bring together in one place all the relationships, information and interests people care about most, with enhanced safety and security features across their PC, devices and the Web. MSN and Windows Live will be offered alongside each other as complementary services. Some Windows Live services entered an early beta phase on Nov. 1, 2005; these and future beta updates can be found at http://ideas.live.com. Windows Live is available at http://get.live.com. MSN is located on the Web at http://www.msn.com. MSN worldwide sites are located at http://www.msn.com/worldwide.ashx. For press only: Suphada Jaidee Hill & Knowlton Thailand Tel: 0-2627 3501 ext 209 Fax. 0-2627 3510 Email: [email protected] Jamie Rowland-Jones Hill & Knowlton Thailand Tel: 0-2627 3501 ext 206 Fax. 0-2627 3545 Mobile : 08-18292106 Email: [email protected]