Besides providing Rakuten access to new markets, the deal will offer new potential markets for Viber through Rakuten users. The Viber app is available for iPhone, Android phones and tablets, Windows Phone, BlackBerry, Windows, Windows 8, Mac OS X, Linux, Symbian, Nokia S40 and Bada devices over 3G/4G or Wi-Fi connections. On the basis that the simplest ideas tend to be the most successful, this bodes well for a better outcome for this acquisition than in the eBay-Skype case.' This fits in neatly with Rakuten's larger strategic objective of increasing the size of the international target market for its digital goods. 'Rakuten will probably use a similar model to the one developed by, among others, the Japanese instant messenger service Line. It looks like Viber is being bought for its user base, to whom Rakuten intends to sell digital goods such as games, emoticons and tokens,' Delaney said. Viber ensures our users have a secure and free environment to share their emotions. The global user base has access to a range of features like one-on-one chats, video calls, group messaging, and updates and discussions with their favorite brands and celebrities.

'Rakuten's rationale for buying Viber seems simpler and more direct. No matter who they are, or where they are from. While recalling how eBay acquired Skype in 2006 before selling most of it three years later to a group of investors, IDC mobility analyst John Delaney said Rakuten's acquisition of Viber seems a better fit for the two companies.

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