Kavin Mittal Redraws Game Plan, To Unbundle Hike

Six years after launching homegrown messaging application Hike, Kavin Mittal is shifting gears to roll out multiple applications by unbundling content and services to new platforms. Hike, with over 150 million users, is currently a super application that offers messaging at its core but also has video content, news and other services bundled within it. Under the new game plan, Hike will be focussed entirely as a messaging platform while other services will be rolled out into separate applications.

Sanchit Vir Gogia, Founder and CEO of Greyhound Research said, “In theory, it sounds like a promising strategy, but a lot will depend on how the execution is done here on. Over the course of the last two years, category leaders have already been established. Be it commerce, be it payments, be it content or be it messaging. In all of these four categories where Hike is likely to play, the category leaders and category followers have already been very well established. So, it’s a hard trajectory that they are looking to go at. And scaling up and being successful in each of these categories is going to be really backbreaking. Hike will have to use a highly differentiated strategy to really capture the growth.”

[Hindu Business Line]


Analyst:

Sanchit Vir Gogia: Sanchit is the Chief Analyst, Founder & CEO of Greyhound Research, a Global, Award-Winning, Technology & Innovation Research & Advisory firm. To read more about him, click here.

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