Hike, has announced that the company is looking at launching multiple apps through 2019, in continuation with it’s intent to focus on Hike’s core – Social and Content.
Kavin Bharti Mittal, Founder & CEO said “In 2019, we continue to double down on both Social and Content but we’re going to do it with an evolved approach. We’re going to do it across multiple apps. That means, in 2019 we’re going to go from building a Super App that encompass everything, to Multiple Apps solving one thing really well.”
Unbundling of Hike. 2017: Super App to 2019: Multi-Apps
The multi apps will be specialized apps aimed at solving singular problems with greater ease and efficacy. These apps will focus on 2 pillars – Content & Social, and executed through a step by step evolved approach. Kavin further added, “These are the 2 pillars of Hike with our users continuing to spend over 30 minutes per day on the platform and these remain spaces that have tremendous potential given the sheer scale and diversity of India. We are literally just scratching the surface.”
Since 2018, the company has been focused at simplifying the app especially around Social and Content. Multi apps will be designed by taking core parts of the Hike product and remoulding them into creating new apps, each delivering one service. Social and Messaging in one and Content in another. Users will be able to continue using the current Hike app or choose to seamlessly migrate to the new apps as they become available for a more focused User Experience.
According to Kavin, “In our business the User Experience is key and the value isn’t just in the number of users but how engaged they are on our platforms. Unbundling Hike into multiple apps focused on doing one thing allows us more room in the pixels to deliver much more around one problem. Moving to a Multi App Strategy no longer restricts us to a specific segment of the market. This is going to allow us to explore different parts of the market which is important given a significant number of new internet users have come from an older age demographic previously un-targeted by Hike.”
More on Hike’s multi app strategy here: