Where these internet and telecommunications giants once controlled the lucrative choke-points of the industry, social messaging services are fast emerging as an alternative distribution channel for advertisements, software applications and goods and services.
For example, Tencent's WeChat allows its more than 270 million active users to book taxis, top up phone credit and even invest in wealth management products, while Naver's Line recently launched flash sales through its app in Thailand, with more than five million users signing up to buy L'Oreal lipsticks and other products.
After [acquiring] Viber, we can go into markets with our digital businesses
The growing role of such apps as distribution channels was acknowledged by Japanese billionaire Hiroshi Mikitani when he explained why his company, Rakuten, Japan's biggest online commerce firm, bought messaging company Viber last week for US$900 million.
"In some smaller emerging markets, it was very difficult for Rakuten to go in, because of the lack of scale or distribution infrastructure," Mikitani said. "But after the acquisition of Viber, we can now go into those markets with our digital businesses."
More than half of all smartphone users are active users of mobile messaging apps, according to Analysys Mason. The volume of messages has already overtaken traditional SMS short messages, and will double again this year.
By offering compelling mixes of chat, downloadable icons and games, Line, KakaoTalk and WeChat have emerged as some of the most popular in Asia. Now these apps are leveraging their networks to become gatekeepers of their own.