The chief executive officer of Ridlr, a mobile application (app), faced a new challenge in 2019. Ridlr was a subsidiary of ANI Technologies Pvt. Ltd., which was a major player in India's transportation-as-a-service sector and also owned Ola, a ride-hailing app. The chief executive officer envisioned Ridlr becoming the preferred information and mobile ticketing option for India's public transportation modes. He wanted to successfully position the firm to grow from 600 million annual transactions in 2019 to 6 billion in 2022. He was confident in the firm's value proposition to serve the large consumer base, but he wasn't convinced that direct monetization through consumers was the best option. Although the business-to-business channels of transporters and technology service providers offered some opportunities at monetization, how could Ridlr gain access to that value? The chief executive officer needed to prepare a product and marketing strategy that would ensure both growth and monetization. Where should he begin? Vinish Kathuria is affiliated with Indian Institute of Management Lucknow. Jaydeep Mukherjee is affiliated with Management Development Institute.

【書誌情報】

ページ数：13ページ

サイズ：A4

商品番号：HBSP-W20175

発行日：2020/3/18

登録日：2020/10/19