How did Shopee – a small e-commerce player launched in 2015 – overtake its historic rival Lazada in just a few years to average 281 million visits a month and become the most valuable company in South East Asia in 2021? CEO Forrest Li followed a bold two-sided digital marketing strategy that won over sellers (B2B) and users (B2C).

StockX is the world’s first “stock market of things”, a consumer marketplace for high-demand, limited edition products that operates exactly like the stock market. The underlying concept is to allow participants to buy and sell authenticated products in a live marketplace where they trade anonymously (with stock market-like visibility).

The case study along with its teaching note provides students with an overview of the mobile marketing industry. After working through the case, students will be able to: Understand YOC’s evolution into a complete mobile service provider; Understand the company’s service portfolio and its underlying technologies; and Discuss YOC’s competitive environment and its strategic positioning.

The case discusses Yahoo!'s marketing services and various types of advertising. The main focus is on search engine advertising, one of the most important revenue sources for Yahoo. The market, Yahoo's pricing strategies and challenges are described.

This case analyses the first years of operation of 12Snap, a German start-up launched in 1999 and considered today the largest mobile marketing channel in Europe. It focuses on the changing market positioning and business model of the company, which evolved from B2C mobile retailing to B2B mobile marketing.