Read The Rich Angry Birds Case Study Beginning On Page 262

Read Therich Angry Birdscase Study Beginning On Page 262 And Answer D

Read the Rich, Angry Birds case study beginning on page 262 and answer discussion questions 1 through 6. Angry Birds is a simple and extremely popular video game that has taken the world by storm. Angry Birds is a mobile app whose franchise is also expanding to video game consoles, board games, cookbooks, and toys. In the game, the goal is to retrieve the stolen bird eggs from the enemy pigs and kill the pigs. Players use a slingshot to launch wingless birds through the air to destroy pigs and various structures that are housing the pigs.

If the players complete their mission of killing all the pigs within the allotted time and number of birds, they pass to the next level, where different pigs and structures await to be killed and destroyed. As players progress through the stages of the game, new types of birds and features, such as explosives, become available. Numerous free updates, additional content, and holiday promotions help keep consumers hooked on this game. The global market for applications, or "apps," is already huge and continues to grow at an exponential rate. In 2010 alone, the global app market accounted for $6.8 billion in sales.

Analysts project that this market will see double-digit growth and be worth $25 billion by 2015. Currently over 2 million apps are available and North America produces the most revenue in the app market. However, Asia has the highest number of total app downloads. Of all the apps out there, Angry Birds may be one of the most popular of all time. Angry Birds is downloaded more than 1 million times a day and played for more than 200 million minutes a day.

An executive for the company is exuberant about the app, stating, "Angry Birds is going to be bigger than Mickey Mouse and Mario." A combination of factors has helped lead to Angry Birds' success. Angry Birds also received a boost from celebrities giving their endorsement by telling fans that they are hooked on the game (e.g., Anja Pärson, a Swedish skier). The company made Angry Birds very simple to use, increasing its "addictive power." The unpredictability of the game also lures in consumers. The company engages in customer relationship management and maintains communication with its customers through social media. However, above all, one company executive attributes Angry Birds' initial success to the Apple platform, which is where Angry Birds started.

The Angry Birds franchise continues to grow and engage consumers by partnering with other organizations and developing new innovations. Soon, they hope to allow users to get special game features as a function of their location. And the company is offering Angry Birds merchandise like speakers in the shape of the Angry Birds characters for assorted electronic devices. In regard to cause-related marketing, the company behind Angry Birds (Rovio) has joined BirdLife International in the fight to save threatened birds from extinction. Rovio is helping to raise awareness of bird extinction issues through the in-game promotion that directs players to visit BirdLife International's web page to learn more about their programs.

Likewise, BirdLife's web page hosts a trivia question about bird extinction that produces a secret level of Angry Birds for those players who visit its site.

Paper For Above instruction

The case study of Angry Birds exemplifies innovation within the mobile gaming industry, highlighting different types of innovation and their implications for consumer adoption and engagement. To analyze what kind of innovation Angry Birds represents, it is essential to classify it based on the distinctions of continuous, dynamically continuous, and discontinuous innovations.

Angry Birds is best categorized as a dynamically continuous innovation. This classification applies because the game introduces new features and gameplay mechanics that significantly alter user experience, yet it doesn't require consumers to master entirely new behaviors or radically change their existing perceptions of mobile gaming. The game builds on existing mobile gaming habits but enhances them through evolving content, integrated social features, and innovative gameplay mechanics, which creates a notable but manageable innovation curve for consumers.

Furthermore, from an innovation adoption perspective, Angry Birds has successfully leveraged the existing mobile app marketplace, attracting early adopters, and subsequently broadening its user base by enhancing features and maintaining simplicity. It aligns with the characteristics of a dynamically continuous innovation due to its balance between familiarity and novelty, which is essential for rapid adoption within the consumer segment already active in mobile applications (Kotler et al., 2017).

The success factors of Angry Birds include its simplicity, addictive gameplay, social media engagement, and strategic platform reliance—primarily Apple’s iOS. These factors lowered entry barriers for existing mobile app users, facilitating quick diffusion. Its targeted marketing, celebrity endorsements, and cause-related marketing further amplified its appeal, enabling it to sustain growth and customer loyalty over time.

Regarding the innovation analysis, within the framework of Table 7-2, consumers who already use mobile apps are likely to respond positively to Angry Birds, appreciating its incremental improvements and entertainment value. The game appeals due to its intuitive interface, accessibility, and engaging gameplay, which are characteristics aligned with continuous and dynamically continuous innovations. Consumers familiar with mobile gaming are more inclined to adopt Angry Birds because it offers novelty with ease of use, fitting their existing habits of gaming and app usage (Rogers, 2003).

In conclusion, Angry Birds represents a strategically positioned dynamically continuous innovation that capitalizes on existing consumer behaviors while enhancing their experience with innovative features. Its alignment with customer preferences and strategic platform use has been pivotal to its viral success, demonstrating the importance of understanding the innovation category to optimize marketing strategies.

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