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Case Title:

MyGate at the Gate: Digitizing Apartment Security in India

Publication Year : 2020

Authors: Pritee Saxena and Arijit Bhattacharya

Industry: Technology & Communications


Case Code: ENT0027

Teaching Note: Available

Structured Assignment: Not Available

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The mobile app enabled residential security business has been growing at a rapid pace in India. MyGate, a startup in this space, has also been growing due to its early mover advantage and its ability to attract private equity investment. However, in the recent past, the competition has picked up. Existing players have consolidated their positions with fresh rounds of funding and a very big player with financial muscle has recently entered the arena. Is it a matter of time before market consolidation happens where big players gobble up small ones or is it going to be the biblical ‘David vs. Goliath’ story where MyGate will emerge as the surprise winner fighting against all odds?

Pedagogical Objectives:

  • Understand factors contributing to entrepreneurial success.
  • Understand the business environment in the residential security management business.
  • Analyze the marketing mix of a technology-based product.
  • Discuss and debate strategic thinking in a changing competitive business environment..

Keywords : Entrepreneurship; Strategic Management; Services Marketing; Business Environment; Marketing Mix; Branding; 7Ps; Gap Model; 5 Pillars of Service Quality; Competitive Business Environment; Residential Security Management; MyGate; JioGate; Digital; Gatekeeper by ADDA

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