At the time of its birth, Yello Mobile believed that a fast-paced paradigm shift from a PC era to a mobile era was unfolding. With no presence of a single strong competitor, Yello Mobile saw that there were first-mover advantages and an array of undervalued firms that were full of potential. To take advantage of these two aspects, the firm came up with a novel way of growth. It had a unique vision of creating a platform company where diverse mobile startups coexisted. Some labeled it as M&A others said it was an alliance. Within two years, it impressively acquired over 70 companies. Those in favor praised it as a paradigm change for startup growth, while others voiced concern over the long term feasibility and sustainability of its strategic choices. Nevertheless, it is important to understand how this new mechanism was working and unfolding as the company grew within a fledgling mobile market.