Digital Marketing Knowledge Stream

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.c...