– ‘Doppel’, an anonymous chat platform that solves the loneliness of the MZ generation
– Content created through chat… Differentiation through room manager-centered operation and ‘Doken’ monetization model
According to the '2023 Internet Usage Survey' published by the Ministry of Science and ICT and the Korea Intelligence Information Society Agency, the domestic SNS usage rate is 66.4%. In particular, those in their 20s showed high usage rates of 91.0% and those in their 30s 85.5%. Social media is a channel for obtaining and communicating information, but it also has the problem of causing excessive comparison and relative deprivation. 'Dople', a new chat platform that improves these problems of existing SNS, is attracting attention. Dople is a space where free conversation is possible by guaranteeing anonymity while solving the problem of relieving loneliness through communication, which is the original value of SNS. Unlike other SNS, it is not used as a means of self-display, so it is free from relative deprivation.
“Chat is the most accessible and easy-to-use tool for content creators.”
This is the story of Jin-ho Yoon, CEO of Lucid Lab. Doppel is a space where ordinary people, not so-called 'popular people', can freely communicate. In this way, Lucid Lab has developed everyday chats into a single content. We met with Jin-ho Yoon, CEO of Lucid Lab, to talk about the background of developing this special chat platform, Doppel.
■ Virtual reality that relieves loneliness
CEO Yoon took notice of the fragmentation of human relationships while planning e-sports services at Naver and serving as the general director of NC’s fandom platform ‘Universe.’ He explained the background of the creation of Doppel, saying, “In the past, it was the era of popular culture where the entire nation listened to the same songs and bought the same albums for months. But now, each individual has their own voice and sticks to their own tastes. Loneliness is emerging as a social problem along with the nuclear family. This loneliness is the most powerful motivation for people to feel virtual reality as reality.”
Representative Yoon explained, “Many people are complaining about fatigue from existing SNS. Doppel allows free communication regardless of the topic. You can think of it as the simplest form of blog. Unlike blogs, it is characterized by the fact that you can communicate more comfortably using colloquial language.”
■ Anonymous chat platform centered on the room leader
Launched in May 2023, Doppel is a new platform that turns chat into content. It provides a 'chatlog' service that records daily life like a blog or vlog, but expresses it in a chat format. The biggest difference from existing messengers or SNS is anonymity and a room manager-centered operation method.
While general messengers aim to communicate with acquaintances based on real names, Doppel enables free communication with strangers based on anonymity. CEO Yoon emphasized, “Most platforms that have recently been in the spotlight are characterized by anonymity. You don’t need to take perfect pictures like on Instagram, or write refined posts like on blogs. Because it’s anonymous, you can express yourself without burden.” There’s also an AI assistant called ‘Doppel,’ so chatting is not burdensome. ‘Doppel’ suggests conversation topics to the room leader and helps with ongoing communication. Since the introduction of Doppel, the average daily chat volume on Doppel has increased by 37%.
Anyone can become a room manager and open a chat room. A chat room is created by setting the room title, topic, tags, and admission fee type (free or paid). You can also specify the gender and age of the visitors. All conversations in the room are public, so anyone can read and participate.
Users can join or watch other people's rooms without having to create their own. Customized chat rooms are recommended based on interests. There are rooms with various topics such as 'My Honey Tip Sharing Room', 'Daily Look Tip Room of Fashion Influencer', 'A Day in the Life of an Aspiring Web Novel Writer', 'Marketing Trend Insight Sharing Room', and 'Diary of a 20-something'. Chat rooms can be operated temporarily or maintained for a long time.
You can turn chats into content. The 'Highlight' function allows you to scrap chats, photos, and videos separately, and the 'AI Moment' function, which converts chat content into images, allows you to store and share meaningful conversations as a single image.
Currently, 83% of Doppel users are women in their teens and 20s, and half of all users are running chat rooms. 15% of new members open chat rooms every month, and an average of more than 7,500 chats are created per day. “Our goal of lowering the barrier to entry for content creation is being realized well,” explained CEO Yoon. “Conversations are taking place on a variety of topics, including K-pop, work life, and daily life.”
CEO Yoon also emphasized that it has a retention rate that is three times higher than that of general social platforms. He analyzed that the driving force behind this performance is the low barrier to entry, low burden, and anonymous nature that does not require perfect photos or writing skills.
The side effects of anonymity are thoroughly managed. All content is public, so inappropriate content is immediately blocked and reported. Also, since it is connected to monetization, if sanctions are imposed, real damage occurs, so a healthy communication culture is maintained. Reporting and blocking functions work effectively, and the community’s self-regulation is also active. Lucid Lab explains that users are considerate and comfort each other, and it is difficult to find ostentatious behavior.
■ The key to content creation is monetization… Generating revenue through ‘Doken’
“The foundation of content lies in monetization. Without a way to generate revenue, it is difficult to create sustainable content,” said CEO Yoon, explaining that profitability is key for content creators.
Doppel's revenue model is the 'donation' system. You can gift 'Doken' in the chat room. 1 Doken is 100 won, and a 20% fee is deducted when exchanging. CEO Yoon said, "Since the YouTube era, unpaid content creation has disappeared. Whether it's individual talent or something else, content creation must be accompanied by monetization," and predicted that an era has arrived in which ordinary people can create revenue in their own way.
Lucid Lab also plans to introduce an advertising model that utilizes users' interest information in the future.
■ Doppel evolving into AI
Lucid Lab plans to introduce various missions and reward systems in addition to chatting this year. It will add functions such as attendance checks and random matching, and increase platform retention time through a recommendation system between users. In addition, it is preparing a direct message function for introverted users by supplementing the current structure in which all chat rooms are open.
AI technology will also be advanced. CEO Yoon said, “Our goal is to develop a human-like AI that feels like a true friend. To achieve this, personalized information processing is essential. Human loneliness is fundamentally resolved through human relationships, but alternative means are also needed. We believe that AI can play that role, and we plan to develop the current ‘Dochi’ in that direction.” CEO Yoon predicted that AI will become an important alternative to resolving human loneliness.
■ “Growing into the platform that friends turn to first when they need it”
“It usually takes seven years for a content platform to break even,” said CEO Yoon. “Securing enough users and establishing the platform’s identity are the biggest challenges. Now, Doppelmann’s persona has been established. Our main users are not the so-called ‘popular’ people, but introverted young women. Those who used to just watch on Instagram freely share their stories here.”
Lucid Lab has attracted a total of 1.5 billion won in investment from Shinhan Venture Investment, Future Play, etc. In 2024, it was selected for the 'AI Startup Accelerator 2nd' program, an AI startup incubation program jointly operated by SK Telecom and Hana Bank. It recently entered the Japanese market and is preparing to enter the Indonesian market. Japan and Indonesia are markets where the 'hikikomori' culture is developed and communities are active.
“The mission of Lucid Lab is to mean lucid dreaming, and that each person has their own space, but if you want to make friends, you have to go to Doppel,” said CEO Yoon. “Lucid Lab’s vision is to become the platform that people turn to first when they need friends, and to become a company that relieves loneliness, whether it’s with AI or people.”
Doppel is relieving the loneliness of modern people through the familiar medium of chatting, and is further showing new possibilities as a content platform. Lucid Lab's innovative attempt to enrich the basic human desires of 'communication' and 'self-expression' with AI technology is drawing attention to what kind of results it will bear in the future.
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