“Establishing a similar engagement model to Twitter and Facebook has given Peach a head start in terms of providing users and brands with a familiar experience.
“In addition to personal contacts, Peach users can add brands as friends.”
Enterprises often experiment with new social media apps, but what is unusual about Peach according to Clark-Dickson is that brands (notably Merriam-Webster, MTV, and Popular Science) have engaged with it so quickly.
“Early engagement from enterprises bodes well for monetisation later on,” Clark-Dickson adds.
But for Clark-Dickson, Peach faces a number of challenges.
“It will need to be careful about how it manages privacy and data security,” Clark-Dickson adds.
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For example, through Magic Words users provide data about their activities which might be useful to brands and enterprises.
Also, Clark-Dickson believes the company will need to establish identity-verification procedures to prevent certain usernames from being hijacked (e.g. those of brands and celebrities).
Building a significant user base to the point of monetisation will be another challenge for Peach, especially in the social communications market, where the main players have hundreds of millions of users and are continuing to grow.
To increase market share, Clark-Dickson believes Peach will have to convince users to add another yet app to their collection or churn from an existing app.
“Neither scenario is beyond the realms of possibility,” Clark-Dickson explains.
“Ovum’s Consumer Insights Survey 2015 found that about 70 percent of respondents used two or more apps for messaging, and about the same proportion used two or more apps for sharing pictures and content, indicating a partiality towards the use of multiple apps for social communications.
“Also, Peach has already been praised for the ease with which users can sign up and add friends. So far, users (and brands) seem happy to try out the app.”
It is also possible, however, that Peach will not be successful with its mash-up of features from existing apps, even if it does enhance these features with its own innovations.
Clark-Dickson believes it might also not be able to scale beyond enthusiastic early adopters.
“If this turns out to be the case, then Peach risks being a short-lived fad, similar to the single-word messaging app Yo, which was also welcomed with great enthusiasm,” Clark-Dickson speculates.
“To avoid this scenario, Peach needs to prioritise cross-platform availability and the addition of new features that will continue to secure the interest and increase the engagement of users and brands.”