When there's a lot of competition...
Company chat apps, for instance
...If a business can address the hardest, root pain point...
Messaging apps don't replace email, so now we use two "messaging apps"
...They stand out.
Redkix is company chat, but it works as email if the recipient doesn't have Redkix
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Without knowing anything more about Redkix (except that they just got funding), I was interested. No matter how big and awesome Slack has gotten, there's no real reason to switch from HipChat... unless they address that one really hard issue that no one else is addressing.
By tackling the email/chat discrepency, Redkix provided a reason for a lot of businesses to at least check them out. They got attention as a small startup in a big space.