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Reference no. 516-0079-1
Subject category: Marketing
Published by:
Birla Institute of Management Technology (2016)
20 pages
Data source:
Field research


In 2013, Deepit Purkayastha along with two other co-founders founded the mobile news application (app) News In Shorts. The company was in the business of collecting news, editing content and providing news in brief to its users. The company had targeted urban consumers in the age group of 18 years to 35 years and the consumption language was English. New In Shorts operated in a highly competitive digital landscape. The mobile application market had several small players who did not have a proportionally large user base as compared to the market opportunity. Only two to three major apps existed with proper technology, product and marketing muscle to scale with the fast growing market. The real battle had begun- of acquiring, retaining and engaging consumers. In the brave new world of 'mobile first', engagement was the new battle ground. Several issues needed to be addressed if the company were to succeed in the digital world. First, acquiring, engaging and retaining users in the emerging digital economy. Second, pricing of the app. Finally, what were the ways to improve the discoverability of the app by users? As for the success for the mobile app, discoverability by users is of utmost importance.


User acquisition and engagement for mobile apps
42,000 apps

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