"Designing Work OrganizationsProject ReportOn InMobi INDEXTopic No. Contents Page1. Brief overview of InMobi 12. Culture and Philosophy 1-23. Structure 24. Revenue Model 3-45. 4-5An example of InMobi’s products – Miip6. References 5 BRIEF OVERVIEW OF InMobiInMobi is a performance based mobile ad network, based in Bangalore and the founders claim to betoday the world's largest and most powerful independent mobile advertising platform. NaveenTewari, CEO of InMobi is competing with the likes of google, Apple and Microsoft for the mobile adspace. It was recognized by MIT Technology Review as one of the ‘50 Disruptive Companies of 2013.InMOBI CULTURE AND PHILOSPHYTo start with InMobi culture let’s first see the company’s hidden elements of cultural analysis.They call it as “Our Purpose”, enabling consumers and businesses make smarter decisions bybuilding the deepest understanding of people across the world.Values states about Thinking Big, Being Entrepreneurial, Being Passionate, Fanatically Driven, BeingProud, Being Positive, Taking Ownership, Being Accountable, Freedom with Responsibility &Integrity. As they say:? “We don’t let anything stop us from setting bigger goals. At InMobi, we dare to dream big.”? “If we see an opportunity, we chase it. If we see a problem, we fix it. That’s how it has beenand always will be.”? “We got the right people doing the right work and even though we are oceans and desertapart, we know we are sailing in one direction.”? “Culture is the key to organizational success.”- Naveen Tiwari (CEO)? “Money doesn’t keep people. Of the factors that (retain people) money is the onlymeasurable one. Culture keeps people.”- Naveen Tiwari (CEO)? YaWiO- AtInMobi we believe in nurturing a culture that enables people to become more ofwho they truly are. We see culture like the wind – it’s the presence that can’t be directlyseen, but it can be felt very strongly.Philosophy: “Live life to the fullest at work and away from work” and ‘Live. Laugh. Leap.’1. Freedom to Ideate & Execute your ideas: Company gives huge freedom to their employees.Employees do not have to apply for leave and the travel expenses policy is very easy andwithout any long paper involved. They treat their employees not like a resources to bemanaged, they treat them as if they are humans and humans like to be free. 2. Sense of Accountability and Ownership: Everyone has their say, even if that is autocraticbut everyone speaks out and put his point forward. Employees can enroll themselves in anyproject they are interested in. “we need to make employees want to do meaningful work forus.” There are multiple projects and things to do on cutting edge technologies. They havesomething called “Hack day”, on that day you can present your idea to the concernedpeople.3. Trusting people onboard: Company trust people and believe that they won’t misuse thefreedom given to them. Their cultural belief says that having trust in your employeesenhances the performance.4. Perks and Compensation: No strict timings, dress code and free meals. Weekly physician’svisit and timely appreciation related to work. These are the some of the motivational factorsfor the employee.Focus on Internal Growth: Naveen Tiwari, CEO stated that the biggest reason for employees leavingcompanies was because they did not see growth. TO solve this problem they introduced ‘internalhiring’ and ‘bridge assignments’. This helps employees to explore and try out new things. Andanother huge advantage of this new techniques that the company is increasing the cross-learningthat happens in the process.STRUCTURE OF InMobi1. Flat structure: InMobi has a hybrid flat structure, which is a mixture of functional anddivisional structures. At the topmost position is the CEO of the company. The wholeorganization is then divided into various divisions as technology, operations, finance,marketing and many others. These divisions are self-contained and functions that areimportant to each product are decentralized to these units.2. Organic: InMobi has organic type organization where there is no hierarchy. There is properand open horizontal communication and information sharing. Collaborative teamworkpersists. There are quite few rules. Employees have a lot of freedom and ownership.Disruptive HR practices prevail. This organization emphasizes collaborative teamwork ratherthan hierarchy.3. Structural Dimensions:Formalization is low as there are no written procedures, codes ofconduct, job descriptions, regulations and policy manuals. Specialization is low. There is notmuch and strict division of roles, i.e., employees perform a wide range of tasks in their jobs.There is not low hierarchy of authority, so there is wide span of control. Low centralizationand high professionalism.4. Vertical Information Sharing: There is not much vertical information sharing as there is nohierarchy prevalent. No formal rules and regulations are regulated.5. Horizontal Information Sharing: Product managers provide horizontal integration amongthe various divisions and act as the full-time integrators in the organization. There is highcommunication and coordination across organizational departments. This helps in achievingunity of effort and objectives. But there are no cross-functional teams.6. International Presence: InMobi is increasing its international expansion. It has a centralizedproduct development at Bangalore. It minimizes customization and has a decentralizedmarketing and sales strategy across the globe. REVENUE OF InMobiIn the advertising space there are two kinds of players. Those who are creating content for others to use (be it games in play store, blogs from different blogspaces, etc.). This creation is sometimes paid, which is not much of a market and mostly free andsometimes the basic version is free and you pay for the upgraded version. The largest market is offree apps and blogs (user does not pay anything to download, watch them). So to generate revenuefrom these apps, brands, developers and publishers use different techniques (using ads before youwatch a youtube video, playing games, etc.).Then on the other side are advertisers who pay for these ads (The firms who have to increase theirvisibility to the public at large. As a creator of the app, blog you can either go to different firms and sell your space (not easy) or goto a mobile ad network firm which finds the potential advertiser firm for you for a share of yourrevenue generated from the ad space you own). Also the advertisers have to do a lot of research forfinding the target market. To reduce this they can also tie up with mobile ad network to decreasecost of advertising and be assured that your ad will reach the audience you are targeting.InMobi is this Mobile ad network that helps the seller meet the buyer much like an onlinemarketplace for mobile ads. More than half of the digital ad spending in 2016 would be mobileaccording to eMobile and reach a total of $100 billion.It taps into 800 million mobile users every month in 165 countries. It got revenues of $20 million in2009, to $200 million in 2013 and is looking forward to generate one billion dollars in 2016. Themargins are a whopping forty percent, twice more than any other form of advertising. Acquisitions:InMobi has been active in this as well acquiring a total of three firms in the past five years.August 2011, InMobi announced the acquisition of HTML5 rich media platform Sprout. July 2012, InMobi announced the acquisition of MMTG Labs makers of AppBistro and AppGalleries. July 2012, InMobi announced the acquisition of UK-based firm Metaflow Solutions. Funding:InMobi has received a total of $215.6 million in series of Angel, and a series of A, B and C and a debtfunding of $100 mn is September 2015. Funding Round Investors Date AmountAngel Funding Mumbai Angels August 2006 $500,000 Kleiner PerkinsSeries A Caufield& Byers and May 2007 $7,100,000Sherpalo VenturesKleiner PerkinsSeries B Caufield& Byers and July 2010 $8,000,000Sherpalo VenturesSeries C Softbank September 2011 $200,000,000August-NovemberVenture Softbank $5,000,0002014Debt financing Tennenbaum Capital September 2015 $100,000,000 Google acquiring InMobiThe growth of InMobi and the future potential has made google interested in the Indian startup.Although Navin Tewari has specified “We are not up for Sale”, but no one knows. Currently Google isrumored to be in talks to buyout InMobi for $1 billion.An example of InMobi’s products –MiipIn November 2015, InMobi launched a new product called Miip, betting its future on the discoveryplatform that it hopes will differentiate the company from other tech giants.Miip, which takes the form of an animated monkey, will track users’ browsing habits across variousmobile apps and show ads in the forms of bubbles and animations instead of traditional display ads.Miip will use visuals within mobile apps, extract content from them, show ads based on usershopping patterns on the mobile and also allow shoppers to buy products through the paymentsservice Stripe.Miip creates discovery zones for consumers within their favourite apps and presents a curatedcollection of product feeds, apps and related content with stunning visuals. Personified through amascot of the same name, Miip humanizes the discovery experience through a series of engagingand dynamic conversations. Miip learns and refines its recommendations over time throughreactions and emotions expressed by the consumer within the discovery zone.Miip offers powerful ways for businesses to reach and engage their audiences, including: "