Why Hike Messenger Failed?

Hike within a few months of its launch in December 2012 by Bharti enterprises, caught user's fancy almost immediately. By the end of 2015, it has crossed 70M+ users. 

Here are the reasons for Hike's failure:

 Selective Targeting:

The company only targeted people between the age of 18-30. They failed to realise that messenger is a need of every age group people.

 Too Many Features:

The management tried to bring so many innovations to the app which includes games, messages, payments and sticker options.

At that time, it was too complex for a user to use all these features.

 Size of the App:

Because of too many features, the app size was about 75MB. 

In 2012, when 4G wasn't available and phones didn't come with huge storage capacity, 75MB was a big deal.

 No USP:

Hike was a combination of Instagram, Whatsapp, Snapchat and Facebook. It didn't have it's USP, so there was no competitive advantage.

How was your experience with Hike?
Video reference: https://www.youtube.com/watch?v=a2201ZJp9Yk&fbclid=IwAR0lArT1fjliDYjgk-XaHZhJGDSOeH4Y8aZMySqaVXQqB5ylXQ6ANJjy7Qs

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