Kaixin001

Industry: Social Media

Kaixin001 (“happy network”) is one of China’s largest and most popular social networking sites. Ranked as the 13th most popular website in China in 2010, Kaixin001 launched in March 2008 and has enjoyed tremendous growth in the years since. The site’s more than 100 million users rely on Kaixin001 for the full range of social networking activities, from photo sharing and blogging to music sharing and networking with friends.

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开心网 (Chinese version)

The Problem

Kaixin001 was growing rapidly, yet the open source email infrastructure that the company relied on couldn’t scale to meet the site’s growth. As a result, Kaixin001 couldn’t support new applications that included messaging features, which it wanted to roll out in order to improve member engagement. Also, operating expenses were high and growing ever higher due to the cost of running a large base of multiple message transfer agent (MTA) servers and systems. Finally, Kaixin001 couldn’t easily manage blocks, bounces, and other deliverability problems, so many of its messages weren’t reaching intended recipients.

“Message Systems provides us with the scalability to stay on our rapid growth path, the deliverability to consistently reach all our members at the right time and place, and the flexibility to develop and pursue new social business opportunities.”

- Wei Guo
Vice President, Kaixin001

The Solution

Kaixin001 replaced its open source email infrastructure with a next-generation solution built on the Momentum messaging engine from Message Systems, which provided industry-leading scalability, efficiency and performance, as well as improved deliverability.

The Results

Dramatically improved email throughput performance to support billions of messages per day.
Gained the ability to pursue new business opportunities in new social services, mobile Internet, games and other areas.
Increased the use of automated status emails (alerts and notifications) to improve customer responsiveness and strengthen customer loyalties.
Centralized all messaging operations on a small, highly manageable Momentum cluster, driving down operational expenses by reducing the number of servers it maintained.
Improved email deliverability to better than 90% — boosting engagement levels with users, locking in customer loyalty and enhancing the company's competitive position.