Product Market Approaches for Gametime Application: A Case Study

This case study analyzes the product market approaches employed by the Gametime application, focusing on its strategic decision to integrate with an incumbent platform for ticket inventory. The primary objective was to maximize customer acquisition and deliver a high-quality user experience. The analysis explores the advantages of this approach, such as leveraging the incumbent's customer base for marketing, testing the application's functionality, and capitalizing on the incumbent's weaknesses. Conversely, the study also examines the disadvantages, including the potential transfer of the incumbent's shortcomings and limitations. The paper suggests an alternative strategy involving a limited-time free trial of the Gametime application to familiarize users with its features and encourage adoption. The case study references academic sources to support its findings and conclusions, offering insights into market entry strategies, competitive advantages, and the impact of user experience on application success.

PRODUCT MARKET APPROAC HES 1
PRODUCT MARKET APPROACHES
Name
Professor
Institution
Course
Date

PRODUCT MARKET APPROAC HES 2
Introduction
Griffith’s decision to make use of another incumbent platform for his ticket inventory
was motivated by two main goals: to acquire as many customers as possible and secondly to
deliver the highest quality engagement as possible within his target market. On achieving the
first objective, it would be easy for Griffith to attain the second goal since customers will be
aware of this application and the decision will now be based on the latter competitive advantage
of his app in the market environment. However, considering the fact that every choice has
consequences, this choice by Griffith came along with its consequences, both Positive as well as
negative.
Advantages
Acted as a marketing platform
The incumbent and the Griffith’s “Gametime” application performed a similar task and
that was selling sports tickets. The fact that the incumbent application had its own customers,
this acted as a great marketing opportunity for Gametime since almost all the people who
accessed the incumbent application were potential customers , probably some would be attracted
to this Gametime application and develop an interest hence shifting from incumbent application
to Gametime.(Fischel & Daniel., 76)
Gametime application testing
Integrating this application under incumbent was a great opportunity to test its
functionality since it allowed new users to interact with it. This came with some advantages also;
firstly it was an opportunity to measure the users’ first impressions (Walker et al., 46). This was

PRODUCT MARKET APPROAC HES 3
based on both the screenshot click testing and the screenshot timeout testing. Secondly, it was an
opportunity to improve the architecture and get navigations right.
Additionally, it acted as the bases to improve the application usability early on since it
brought about insights on the reasons behind some of the users actions while interacting with the
application (Dumas et al., 78). Lastly, it allowed for validations to improve on the earlier made
decision designs. This was in regard to the prototype’s ease of use and recommendations from
the users.
Capitalizing on the weakness of the incumbent
Every mobile application has its own shortcomings which differ from one mobile
application to another. Bearing this fact in mind, the incumbent application had its own
disadvantages as outlined by Griffith; “the incumbent mobile interface looked like a web version
squashed onto the mobile phone”. The Gametime having a good interface compared to the
incumbent, probably would entice some users of the incumbent to shift and become users of the
Gametime application (Dumas et al., 65).
Additionally, since this application could only display the top best seats out of the many
which the incumbent displayed, this acted as one of its main area to challenge the incumbent
application which displayed all the tickets for the users to make the choice.
Disadvantages
Transfer of incumbent weaknesses
Not all the users of the incumbent felt satisfaction out of the services offered by its
application, this is because different users of an application will always have distinct challenges

PRODUCT MARKET APPROAC HES 4
in interacting with a certain application. Considering this fact, some users would completely
associate the Gametime application with the incumbent and end up stagnating in the perspective
that the shortcomings of the incumbent application are as well the challenges to be faced in the
Gametime application (Fox et al, 74).
An alternative way to solve the problem of getting the marketplace
Enabling a limited time free trial version of Gametime application
In order to be successful in any business venture there is always ups and downs and
sacrificing for some time to reap largely at latter is a good approach in some scenarios. Since
Griffiths Gametime was very new in the market and familiarizing people to it was one of his
major goals, having a fully developed standalone version of this application in the market for
free would have been a good idea (Fox et al., 87).
Since at the start the customers would have been attracted by its free notion to make
ticket purchases, this would have been a good opportunity to familiarize the consumers with this
application. Off course, the advantages of this application such as responsiveness, usability and
interactive user interfaces would have been experienced at this juncture of free trial. On expiry of
this free trial, these advantages would prompt the users to adopt it.

PRODUCT MARKET APPROAC HES 5
Works Cited
Dumas, Joseph S., and Janice Redish. A practical guide to usability testing. Intellect books,
2013.
Fischel, Daniel R. "Efficient capital market theory, the market for corporate control, and the
regulation of cash tender offers." Tex. L. Rev. 57 (2014): 1.
Walker, Miriam, Leila Takayama, and James A. Landay. "High-fidelity or low-fidelity, paper or
computer? Choosing attributes when testing web prototypes." Proceedings of the human
factors and economics society annual meeting. Vol. 46. No. 5. Sage CA: Los Angeles,
CA: SAGE Publications, 2012.
Fox, Justin, and Alan Sklar. The theory of rational market: history of risk, compensation, and
misconception on Wall Street. New York: Harper Business, 2012.