GOALS

Government’s Resilient
demand for
ban on TikTok short-form
video apps To propose a market capture
strategy
ller
Sma -video To obtain India-centric measures
t
shor
Giant Social s
app duced
for scaling and sustainable
int o
r
media hole growth
To suggest a suitable growth
strategy and a business model for
TakaTak to fill the gap of TikTok
MX Player for the advertisers while
launched MX
TakaTak competing with YouTube
 The below apps are direct competition
THE RIVAL OPPORTUNISTS to MX TakaTak.

ROPOSO
Mitron

• Rating on Google • Rating on Google • Rating on Google • Rating on Google

Play Store: 4.5 Play Store: 4.0 Play Store: 4.6 Play Store: 4.2

• Rating on IOS • Rating on IOS • Rating on IOS • Rating on IOS

AppStore: 4.4 AppStore: N/A AppStore: 4.2 AppStore: 4.4

• Downloads: > 50 • Downloads: > 10 • Downloads: > 10 • Downloads: > 10

million million million million
 Parent MX Media and THE STORY OF MX TAKATAK
Company Entertainment
Create short videos on the go, dance videos, dub
movie dialogues and share on Facebook,
Increased MX
MX
Ban
Ban on
on TikTok
TikTok Increased TakaTak
WhatsApp and other social media platforms.
demand TakaTak
by
by the
the Indian
Indian demand for
for Launched
Launched onon
Government
Government local
local apps
apps July 9, 2020
July 9, 2020
Hindi
Main Features
English Telugu
Trending Videos: Browse fun short videos at the tip of
your fingers
Save and share status: Upto 10,0000 status videos Punjabi Tamil
available
Languages
Shoot and edit: editing feature to make creative Supported
videos online
Marathi Kannada
Beauty Cam: Beauty effects and filters

Malayalam
Music Library: Music library with fresh editor’s picks Gujrati
Bengali
 Market Capture Strategy
15-days’ Freemium Attention-based Business Model

Consumer Side Producer Side Combining the best of the best

• Algorithms that • AI that simplifies
learn individual video-editing,
preferences suggests music,
hashtags, filters
and other (Snapshots + Lifestyle) + (Networking) + (Creative Hub)
A Creative Social Media powered by AI. enhancements
based on trends.
AI and Machine Learning (ML) should form the backbone of MX TakaTak.

Big Data & Human Intelligence • Videos- Likes,

Mining: Feed massive data into ML Tie-up with TikTok influencers: Take their User
User
Favourites, Shared
• Accounts followed,
algorithms. This will aid predictive and feedback to improvise the app and attract Interaction
Interaction
Comments posted
prescriptive data analytics.  their fan-base by telling the influencers to • Content created
post about MX TakaTak on their social
AI Powered Content: media platforms. 
• Captions
Video
Video • Sound
Monetize for Win-Win: Content creators Information
Information
• Hashtags
Feed Based On
Creation Moderation Curation
should be able to monetize their content.
This will help the app to form long-term
partnerships with its creators and generate
• Language Preference
a loyal consumer base for the regular Device
Device and
and
Account • Country Setting
Account
Recommendation Interaction creators by incentivizing the creators to Settings
Settings • Device Type
churn out videos frequently. 
 
 Market Capture Strategy
Expert Human Resources: Karan Bedi as CEO of MX Player (the Combine AI with Internet: Partner with
company behind MX TakaTak) is a masterstroke owing to his Google, Jio, Airtel Thanks & similar players to
stint as a COO in Eros which is India’s largest streaming make the app a bundled offering in its low-cost
service. Similarly, engineers from Microsoft, Google, Infosys or smartphones/ freemium apps for penetrating
TCS can be encouraged to join the start-up culture at MX the lower tier cities and rural markets.
Player for lending their expertise in building native AI
technologies for India’s own short-format videos app. TakaTak
must allocate its funding on human resource enhancement
and R&D. MX Takatak can deploy blitzscaling to keep
pace with the ever-changing needs of the
creative social media market. This in turn will
Avoid the knowledge-spillover sharing effect: put its competitors under pressure to keep
The native technologies developed by MX TakaTak pace with its accelerated growth. To sustain
must be difficult to copy by its competitors. this, the company will have to deliver on its
KPI’s to get further rounds of investing.

Real success isn’t about getting someone to download your app. It’s about
In the digital economy, the race is often won by imitators convincing them to come back. Vanity metrics like downloads and active users
who turn out to be more agile and creative than even the don’t give you the whole picture. It’s easy to look at these numbers and think
most successful first-movers: MX TakaTak must not hold you’ve got healthy growth. But in reality, you’re losing most of your users after
back from getting inspired and perhaps, providing the just a few days. TakaTak must use Cohort Analysis to understand and shape
best features of TikTok in a different clothing to attract user-engagement rather than relying on only Daily Active Users (DAU) or
users. Monthly Active Users (MAU) figures.
 MX TakaTak Coins
Users will purchase coins with real money

Users will use the coins to send gifts to their favourite creators

Creators will converts gifts into diamonds worth (let’s say) INR 1 each

However, MX TakaTak will first charge a commission (let’s say) @45% and then
transfer the rest of the amount to the creators’ accounts

Creators can withdraw their money once they have reached a minimum amount
(let’s say) of INR 1000

Creators can withdraw only up to a particular amount in a day

(for e.g. Rs 10000).

This coin-model is very similar to YouTube, Twitch and TikTok. 

 Extensive login
Areas of Improvement options
Data
With the variety of
Visualization  social media accounts
Privacy & present today limiting
…MX TAKA TAK censoring login only to Facebook
is not recommended.
The most creative and
Interactive user effective ways of Further, login with OTP
is another consumer-
sharing information in
elements  Promoting healthy a visual format should friendly option for
login, thus, saving the
Additional content is vital to avoid be used. Eligible
consumers of the hassle
cultural degradation. visualizations include
features  Need for options of This might trigger a infographics, charts, to remember
dynamic landing page, passwords. The
uploading , sharing & negative perception later application does not
editing. Click-activated down the years. In such interactive maps, music
generators, audio support IOS as well as
Attractiveness reactions to be a case it is important to
visualizers, projections it supports Android.
The home tab and search introduced. Options for censor certain contents With 25.26% of IOS
posting comments, giving not meant for users and more are to be
tab should be completely users in the market the
reactions such as below a certain age. applied.
rebuilt with customer IOS user experience of
friendly and requirement like/love/excited are at Also, with the the application cannot
MX Takatak is here as a based options. Edit profile most important. Further increasing number of be tampered with.  
direct competition against option is one such element due to wide reach of these users and widening of  
Tik-Tok. Need to have missing in the home tab comments and likes, networks it becomes
innovative and attractive .Sticky tabs and inactive sometimes people wish to important for us to make
filters for both videos and have a direct conversation the users feel protected.
buttons are also a problem
images captured.Using AI in the application itself. There should be
and Machine learning to area which need advanced
create and recommend IT solutions. The search So, a personal message appropriate privacy
filters based on customer tab should have box feature too should be settings in place for the
preferences will surely have recommendations based provided.  same. 
a lasting impact on the on consumer preferences.
ratings of MX takatak .For Data mining and cloud
example: Festival, computing can be put to
Geography, Age, Mood use here for effective
based filters will add a search engine services. 
personalised touch to the   
overall experience. 
  
INDIA CENTRIC MEASURES TO SCALE AND SUSTAIN THE GROWTH
In India, younger consumers living in metro and small cities used TikTok, which gave marketers a platform to
reach users who are not easy to tap otherwise. We need to tap this vacuum that has been created. Increasing peer-
peer connect by the help of influencers and social media giveaways will help achieve this target.

Further, reaching out to corporates to use TakaTak as digital marketing platform can be beneficial. TakaTak's
success among Indian consumers will be also be partly due to its ability to adapt to domestic markets from a
content and cultural point of view.

TakaTak needs to have its own local team that plans and monitors content specifically for younger demographics
in India separately; thus, attracting a high number of active users on its platform.

Given the consumers' shrinking attention span and the growing amount of media content they are bombarded with, the
short video format of TakaTak will be a perfect medium for brands to reach consumers. Our target is to lower the ad
cost than that of the established social giants and focus on the popularity of the app and the access to hard-to-reach
audiences.

To increase the market penetration, we will have to focus on including more regional languages, introducing
festival themed challenges and competitions.

Push Indian content creators for Indian users. Moreover, there should be region-wise slicing of content.
BUSINESS MODEL FOR ADVERTISERS
Tie-ups with leading music T-Series and
companies Zee Music

Influencers
Ads native
to TakaTak
and hashtag
challenges
# Advertisement
of songs through
short-videos

Creators can add links

Makes it easier for to buying products
Testing of self- marketers to purchase from e-commerce
serve ad model ads without having to platforms as a caption
go through with the E-Commerce to their content
TakaTak sales team Links

Promotional discounts
can be offered
 1. Objective: To propose a market capture strategy for MX
Taka –Tak.
2. Budding local competitors after Chinese Application ban
announced by Government of India.
3. The story of MX Taka-Tak and its prominent features.

4. Market Capture strategy introduced which includes ideas

of hiring expert human resources, avoiding the knowledge-
Executive Summary spill over sharing effect, combine AI with internet and blitz
scaling.
5. Complete MX-Taka Tak Coins (Revenue model).Areas of
improvement suggested after due market research.

6. India centric measures for deeper market penetration

incorporating local content creation.
7.A complete business model for advertisers.