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The three worked closely together for several months, and launched Snapchat as "Picaboo" on the i OS operating system on July 8, 2011.
On May 8, 2012, Reggie Brown sent an email to Evan Spiegel during their senior year at Stanford in which he offered to re-negotiate his equitable share regarding ownership of the company.
On behalf of their clients, the law firm concluded that Reggie Brown had made no contributions of value or worth, and was therefore entitled to a share of nothing.
In their first blog post, dated May 9, 2012, CEO Evan Spiegel described the company's mission: "Snapchat isn’t about capturing the traditional Kodak moment.
Spiegel explained that this process allowed the video data to be compressed into the size of a photo.
On May 1, 2014, the ability to communicate via video chat was added.
Originally, Snapchat was centered on private, person-to-person photo sharing.
Further studies have also suggested that the success of Snapchat has not been due to its security, but rather for being "fun".
Snapchat has become notable for representing a new, mobile-first direction for social media. in September 2016, along with announcing Spectacles, a pair of smartglasses with a camera capable of recording ten seconds of video.
The updated version introduced several speed and design enhancements, including swipe navigation, double-tap to reply, an improved friend finder, and in-app profiles.
Also in June 2013, Snapchat introduced Snapkidz for users under 13 years of age.