Mobile App-Only Dilemma at Paradise Travels

India is the second largest telecom market globally with over 937 million wireless subscribers (active wireless subscriber base of over 824 million). Smartphone penetration is expected to rise to around 13.4% in 2015, up from about 10% in 2014. India is ranked 3rd in the number of apps downloads globally, and the rapid adoption of mobile internet expects that apps downloaded per smartphone will move closer to the global average. The case has its theme in how India is gradually transitioning from a mobile first to a mobile only country. A decade old Travel agency - Paradise Travels has some tough decisions to make to reach its ambitious goals. The case deals with the dilemma of the directors and their plans for growth in the smartphone and mobile application scenario.