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ManagementBrand PositioningConsumer ElectronicsBeginner2016
boAt: Affordable Audio for Youth
The challenge
WhatsApp founders Jan Koum and Brian Acton were rejected by Facebook for jobs in 2009. They wanted to build a simple messaging app that worked reliably, had no ads, and cost almost nothing. In 2009, SMS cost money per message and telecom companies controlled messaging.
The strategy
WhatsApp's strategy was radical simplicity and zero advertising. No games, no ads, no gimmicks — just reliable messaging that worked perfectly. They charged $0.99/year after a free first year, making it cheaper than a single SMS.
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Try the full case free →Key lessons (preview)
- Doing one thing perfectly beats doing many things adequately.
- Zero advertising spend forces you to build a product so good it markets itself.
- Reliability is the ultimate feature for communication tools.