Throughout the paper theoretical frameworks discussed during the course "Innovation in Services" at Bocconi University will be applied to describe and analyse the development of Snapchat as an innovative service. In the following the characteristics of Snapchat, its innovative features and evolution are introduced. The paper includes an analysis of the sectoral competitive environment, the demand and how it has influenced diffusion of innovation as well as prospects.
The company Snapchat Inc. was founded by Evan Spiegel and co-founders Robert Murphy and Reggie Brown in September 2011. Today, it delivers the most popular app among teenagers in the United States, and was valued by investors at $18 billion. In 2016, Snapchat Inc. changed its name to Snap Inc.. The evolution of Snapchat has gone from an instant photo messaging app to becoming a brand network, a marketing platform, as well as live stream media. In short, the platform has morphed into combining the best of social networks, magazines and television in an omni-entertainment app.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Characteristics of Snapchat
- Definition of the service
- Main features
- Market-creating capacity
- Successfulness of the innovation
- Business model evolution
- Snapchat 1.0
- Snapchat 2.0
- Snap Inc. and the years to come
- Novel dimensions of the service
- Sectoral competitive environment
- Means of appropriation
- Existing competitors in the market
- The demand
- Diffusion rate
- Target market and current and future customers
- Perceived service quality
- Concluding remarks
- References
- Appendix
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper analyzes the development of Snapchat as an innovative service by utilizing theoretical frameworks discussed in the Innovation in Services course. It explores the characteristics of Snapchat, its innovative features, and its evolution, analyzing the competitive environment, demand, and diffusion of innovation.
- The evolution of Snapchat from an instant photo messaging app to a multi-faceted platform encompassing social networking, media content, and live streaming.
- The market-creating capacity of Snapchat, its novel features, and its impact on consumer expectations and competitor behavior.
- The analysis of Snapchat's business model evolution and its adaptation to the evolving market landscape.
- The examination of Snapchat's sectoral competitive environment, including its means of appropriation and existing competitors.
- The study of the demand for Snapchat, its diffusion rate, target market, and perceived service quality.
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter provides an overview of the project, outlining its purpose and the theoretical frameworks used to analyze Snapchat's development. It also presents the background information on the company and its evolution.
- Characteristics of Snapchat: This chapter delves into the definition of Snapchat as a service, its main features, and its market-creating capacity. It also explores the success of the innovation and the evolution of Snapchat's business model.
- Novel dimensions of the service: This chapter examines the innovative features of Snapchat, such as its ephemeral messaging, Discover, and Stories, and how these features have contributed to its success.
- Sectoral competitive environment: This chapter analyzes the competitive landscape of Snapchat, examining its means of appropriation, existing competitors, and its strategic position in the market.
- The demand: This chapter explores the demand for Snapchat, examining its diffusion rate, target market, current and future customers, and perceived service quality.
Schlüsselwörter (Keywords)
Key terms and concepts discussed in the paper include: innovation in services, market-creating capacity, network-based services, service characteristics (intangibility, heterogeneity, inseparability, perishability), competitive environment, diffusion of innovation, demand, target market, and perceived service quality.
- Quote paper
- Benyi Heider (Author), Carla Sofia Simões (Author), Caroline Gram (Author), 2017, Snapchat as an innovative service, Munich, GRIN Verlag, https://www.grin.com/document/355189
