Bharti Softbank (BSB) is spending US$7 million to attract up to 15 million new users to its messaging app--or about 50 cents per sign up, with the investment going toward new features and marketing.
In an e-mail interview with ZDNet, Bharti Softbank head of product and strategy Kavin Mittal said the company hopes the investment will triple or quadruple the user base. BSB recently announced that smartphone users downloaded hike five million times in the past four months.
The lion's share of the US$7 million would be used to acquire staff and accelerate the frequency of releases. Mittal declined to disclose how much had been invested in hike to date. There have been eight major updates over the past four months, he pointed out, which have culminated in the second version of the app.