The case follows the development of ZipDial, India’s first mobile marketing and analytics company, since its inception in 2010. It evaluates the evolution and existing strategy, including its approach to integrate the offline-online world with the help of innovative marketing solutions and partnerships with social media platforms like Twitter, Facebook etc.
ZipDial, in early 2014, decided to extend the company’s operations in the two growing markets of Southeast Asia as they already marked the success in the markets of Bangladesh and Sri Lanka. The CEO, Valerie Rozycki Wagoner, and chairman, Sanjay Swamy, discussed the possibility of this extension to Indonesia and the Philippines. With the help of the company’s proprietary technology platform, it enabled various brands to build, follow and organize mobile marketing campaigns in emerging markets through the engagement of hundreds of millions of customers who were not connected ever.
The company utilized its database of user profiles as an opportunity to enhance engagement with users, which helped the marketers to deliver only specific advertising messages to each user. However, the growing rate of mobile adoption created various opportunities, but ZipDial also encountered several challenges. ZipDial faced the intense need of generating fund to facilitate its operations and growth strategies, when India’s mobile technology started to consolidate that rise the number of rivals in mobile advertising market.
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