How Snap’s App Could Break in Two

When Snapchat rebranded itself as Snap earlier this year, it had a few audiences in mind. For one, it wanted to present itself to Wall Street as a grownup. While Snapchat is merely a fun app for teens, Snap is a serious technology firm creating a series of products redefining mobile, visual communication. (Not to mention the perfect ticker symbol!)

For consumers and the media, the rebranding smooths the way for Snap to launch new products, like Spectacles. But there’s another advantage, one that hasn’t received attention. Snap now has an opportunity to restructure the Snapchat app, which has become a somewhat incongruous bolting of different services. Aside from chat, there’s the camera, stories and Discover, the section of the app that features short content from magazines like People and channels like CNN.

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Snap might wait until completing its IPO, expected early in the year, before it tackles a Discover spinoff. But the move is one that's perhaps as inevitable as a public offering and helps clarify the evolving nature of Snapchat—both to the markets and to its users. 

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The fact that Snap is primarily a camera company doesn’t mean that it can’t also distribute professional content. But it’s no longer core to the Snapchat app.