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      • February 2022 (Revised February 2023)
      • Case

      TikTok in 2020: Super App or Supernova? (Abridged)

      By: Jeffrey F. Rayport, Dan Maher and Dan O'Brien
      TikTok’s parent company, ByteDance, was launched in 2012 around a simple idea—helping users entertain themselves on their smartphones while on the Beijing Subway. In less than a decade, it had become one of the world’s most valuable private companies, with investors... View Details
      Keywords: Digital Platform; Artificial Intelligence; AI; Mobile App; Mobile App Industry; Mobile and Wireless Technology; Market Entry and Exit; Brands and Branding; Growth and Development Strategy; China
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      Rayport, Jeffrey F., Dan Maher, and Dan O'Brien. "TikTok in 2020: Super App or Supernova? (Abridged)." Harvard Business School Case 822-112, February 2022. (Revised February 2023.)
      • September 2021
      • Supplement

      Telepass: From Tolling to Mobility Platform

      By: Chiara Farronato, Stefano Denicolai and Sarah Mehta
      This supplementary dataset can be paired with the case entitled “Telepass: From Tolling to Mobility Platform” (case no. 622-011), to allow students the opportunity to analyze data before class. View Details
      Keywords: Analysis; Change; Change Management; Transformation; Transition; Innovation and Invention; Strategy; Information Technology; Mobile and Wireless Technology; Transportation; Transportation Networks; Value; Value Creation; Technology Industry; Technology Industry; Technology Industry; Europe; Italy; Milan
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      Farronato, Chiara, Stefano Denicolai, and Sarah Mehta. "Telepass: From Tolling to Mobility Platform." Harvard Business School Spreadsheet Supplement 622-701, September 2021.
      • September 2021 (Revised December 2021)
      • Case

      Telepass: From Tolling to Mobility Platform

      By: Chiara Farronato, Stefano Denicolai and Sarah Mehta
      Telepass, until very recently the sole processor of electronic toll payments on Italy’s highways, has ambitions beyond tolling. Since the mid-2010s, the company has been expanding into adjacent services. In 2017, Telepass launched TelepassPay—a mobile payment... View Details
      Keywords: Mobile Payment; App; Mobility Services; Analysis; Change; Change Management; Transformation; Transition; Innovation and Invention; Strategy; Information Technology; Mobile and Wireless Technology; Transportation; Transportation Networks; Value; Value Creation; Consumer Behavior; Technology Industry; Technology Industry; Technology Industry; Europe; Italy; Milan
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      Farronato, Chiara, Stefano Denicolai, and Sarah Mehta. "Telepass: From Tolling to Mobility Platform." Harvard Business School Case 622-011, September 2021. (Revised December 2021.)
      • September 2021 (Revised December 2021)
      • Case

      Telepass: From Tolling to Mobility Platform (Abridged)

      By: Chiara Farronato, Stefano Denicolai and Sarah Mehta
      Telepass, until very recently the sole processor of electronic toll payments on Italy’s highways, has ambitions beyond tolling. Since the mid-2010s, the company has been expanding into adjacent services. In 2017, Telepass launched TelepassPay—a mobile payment... View Details
      Keywords: Mobile Payment; App; Mobility Services; Analysis; Change; Change Management; Transformation; Transition; Innovation and Invention; Strategy; Information Technology; Mobile and Wireless Technology; Transportation; Transportation Networks; Value; Value Creation; Technology Industry; Technology Industry; Technology Industry; Europe; Italy; Milan
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      Farronato, Chiara, Stefano Denicolai, and Sarah Mehta. "Telepass: From Tolling to Mobility Platform (Abridged)." Harvard Business School Case 622-050, September 2021. (Revised December 2021.)
      • July 2021
      • Case

      A Close Shave at Squire

      By: Jeffrey J. Bussgang, Zoë B. Cullen, William R. Kerr, Benjamin N. Roth and Michael Norris
      In 2020, just after closing a $34 million Series B financing round, Dave Salvant and Songe LaRon consider how to adjust their business, Squire Technologies, to the new realities posed by the COVID-19 pandemic. Their barbershop technology, including tools to run a shop... View Details
      Keywords: Business Startups; Entrepreneurship; Venture Capital; Private Equity; Mobile and Wireless Technology; Applications and Software; Growth and Development Strategy; Health Pandemics; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; New York (city, NY); San Francisco
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      Bussgang, Jeffrey J., Zoë B. Cullen, William R. Kerr, Benjamin N. Roth, and Michael Norris. "A Close Shave at Squire." Harvard Business School Case 821-073, July 2021.
      • July 2021 (Revised July 2022)
      • Case

      Brigham & Women's Hospital: Using Patient Reported Outcomes to Improve Breast Cancer Care

      By: Robert S. Kaplan, Navraj S. Nagra and Syed S. Shehab
      Dr. Andrea Pusic, breast cancer reconstruction surgeon, wants to extend outcomes measurement beyond traditional surgical metrics of infections, complications, and survival rates. The case describes her development of a new mobile phone app, which collects patients’... View Details
      Keywords: Health Care and Treatment; Outcome or Result; Cost Management; Activity Based Costing and Management; Mobile and Wireless Technology; Health Testing and Trials; Surveys; Health Industry; Boston
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      Kaplan, Robert S., Navraj S. Nagra, and Syed S. Shehab. "Brigham & Women's Hospital: Using Patient Reported Outcomes to Improve Breast Cancer Care." Harvard Business School Case 122-010, July 2021. (Revised July 2022.)
      • May 2021 (Revised February 2024)
      • Teaching Note

      THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

      By: Ayelet Israeli and Jill Avery
      THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details
      Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Predictive Analytics; App Development; "Marketing Analytics"; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; United States
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      Israeli, Ayelet, and Jill Avery. "THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)." Harvard Business School Teaching Note 521-097, May 2021. (Revised February 2024.)
      • May 2021 (Revised May 2022)
      • Case

      Headspace vs. Calm: A Mindful Competition

      By: Ayelet Israeli and Anne Wilson
      By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated the space, jointly holding about 70% of the total market. Headspace had established itself as the approachable... View Details
      Keywords: Marketing Communication; Integrated Strategy; Brand; Brand & Product Management; Brand Communication; Brand Differentiation; Brand Building; Brand Management; E-Commerce Strategy; Ecommerce; App; App Development; Applications; COVID; COVID-19; Pandemic; Pricing; Pricing Strategy; Subscription Model; Subscription; Partnerships; Strategic Partnerships; B2B Vs. B2C; B2B; Health & Wellness; Wellbeing; Digitization; Commoditization; Mobile App; Mobile App Industry; Mobile Healthcare; Mobile Marketing; Digital Brand; Digital Health; Consumer Health; Apps; Online Business; Online Competition; Online Community; Online Entertainment; Entertainment And Leisure; Meditation; Marketing; Marketing Communications; Brands and Branding; Price; Strategy; Competition; Competitive Strategy; Competitive Advantage; Partners and Partnerships; Health; Well-being; Mobile and Wireless Technology; Communication; Communication Strategy; Disruption; Consumer Behavior; Digital Marketing; E-commerce; Applications and Software; Health Industry; Health Industry; Health Industry; United States; North America; United Kingdom
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      Israeli, Ayelet, and Anne Wilson. "Headspace vs. Calm: A Mindful Competition." Harvard Business School Case 521-102, May 2021. (Revised May 2022.)
      • May 2021
      • Supplement

      Hello Alfred: Come Home Happy — Operating the Business Model Exercise, Instructor Version

      By: Joseph B. Fuller and Christopher Payton
      On a mission to "automate the on-demand economy," Harvard Business School classmates Marcela Sapone and Jessica Beck launched Hello Alfred in 2013 to provide subscribers with an "Alfred" to complete various chores for a monthly fee. In early 2016, the company has built... View Details
      Keywords: Growth and Development Strategy; Internet and the Web; Business Startups; Service Operations; Mobile and Wireless Technology; Service Industry; New York (city, NY); Boston
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      Fuller, Joseph B., and Christopher Payton. "Hello Alfred: Come Home Happy — Operating the Business Model Exercise, Instructor Version." Harvard Business School Spreadsheet Supplement 321-707, May 2021.
      • April 2021
      • Case

      The Clean Network and the Future of Global Technology Competition

      By: Meg Rithmire and Courtney Han
      In May 2019, amidst of an ever-worsening trade war between the U.S. and China, President Donald Trump added Chinese telecom giant Huawei to the Department of Commerce’s “entity list,” essentially forbidding American firms from doing business with the company. Huawei,... View Details
      Keywords: 5G; Telecommunications; Information Technology; Internet and the Web; Mobile and Wireless Technology; Trade; Competition; International Relations; Telecommunications Industry; China
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      Rithmire, Meg, and Courtney Han. "The Clean Network and the Future of Global Technology Competition." Harvard Business School Case 721-045, April 2021.
      • March 2021
      • Case

      Founders Factory

      By: Jeffrey F. Rayport and James Barnett
      In January 2020, Founders Factory (FF) Executive Chairman Brent Hoberman and CEO Henry Lane Fox were considering FF’s expansion strategy. FF operated as a venture capital (VC) fund built around an accelerator and incubator, and organized around sectors within... View Details
      Keywords: Entrepreneurship; Markets; Planning; Expansion; Global Range; Business Model; Talent and Talent Management; Experience and Expertise; Corporate Entrepreneurship; Global Strategy; Innovation Strategy; Growth and Development Strategy; Management Teams; Organizational Change and Adaptation; Partners and Partnerships; Internet and the Web; Mobile and Wireless Technology; Technology Industry; Africa; South Africa; Johannesburg; Europe; France; Paris; United Kingdom; England; London; United States; New York (city, NY)
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      Rayport, Jeffrey F., and James Barnett. "Founders Factory." Harvard Business School Case 821-009, March 2021.
      • February 2021
      • Case

      Apple: Privacy vs. Safety (A)

      By: Henry McGee, Nien-hê Hsieh, Sarah McAra and Christian Godwin
      In 2015, Apple CEO Tim Cook debuted the iPhone 6S with enhanced security measures that enflamed a debate on privacy and public safety around the world. The iPhone 6S, amid a heightened concern for privacy following the 2013 revelation of clandestine U.S. surveillance... View Details
      Keywords: Iphone; Encryption; Data Privacy; Customers; Customer Focus and Relationships; Decision Making; Ethics; Values and Beliefs; Globalized Firms and Management; Government and Politics; National Security; Law; Law Enforcement; Leadership; Markets; Safety; Social Issues; Corporate Social Responsibility and Impact; Civil Society or Community; Mobile and Wireless Technology; Technology Industry; Technology Industry; Technology Industry; Technology Industry; United States; China; Hong Kong
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      McGee, Henry, Nien-hê Hsieh, Sarah McAra, and Christian Godwin. "Apple: Privacy vs. Safety (A)." Harvard Business School Case 321-004, February 2021.
      • February 2021 (Revised March 2022)
      • Case

      TikTok in 2020: Super App or Supernova?

      By: Jeffrey F. Rayport, Dan Maher and Dan O'Brien
      TikTok’s parent company, ByteDance, was launched in 2012 around a simple idea – helping users entertain themselves on their smartphones while on the Beijing Subway. In less than a decade, it had become one of the world’s most valuable private companies, with investors... View Details
      Keywords: Business Model; Business Startups; Business Organization; Change Management; Disruption; Cross-Cultural and Cross-Border Issues; Global Strategy; Health Pandemics; Innovation Strategy; Growth and Development Strategy; Growth Management; Brands and Branding; Marketing Strategy; Marketing Channels; Network Effects; Digital Platforms; Product Design; Product Development; Partners and Partnerships; Opportunities; Social Issues; Mobile and Wireless Technology; Internet and the Web; Value Creation; United States; China
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      Rayport, Jeffrey F., Dan Maher, and Dan O'Brien. "TikTok in 2020: Super App or Supernova?" Harvard Business School Case 821-087, February 2021. (Revised March 2022.)
      • January 2021 (Revised March 2021)
      • Case

      THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

      By: Jill Avery, Ayelet Israeli and Emma von Maur
      THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details
      Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Preference Prediction; Predictive Analytics; App Development; "Marketing Analytics"; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Fashion Industry; Fashion Industry; Fashion Industry; Fashion Industry; United States
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      Avery, Jill, Ayelet Israeli, and Emma von Maur. "THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)." Harvard Business School Case 521-070, January 2021. (Revised March 2021.)
      • 2023
      • Working Paper

      Personalized Game Design for Improved User Retention and Monetization in Freemium Games

      By: Eva Ascarza, Oded Netzer and Julian Runge
      One of the most crucial aspects and significant levers that gaming companies possess in designing digital games is setting the level of difficulty, which essentially regulates the user’s ability to progress within the game. This aspect is particularly significant in... View Details
      Keywords: Freemium; Retention/churn; Field Experiment; Field Experiments; Gaming; Gaming Industry; Mobile App; Mobile App Industry; Monetization; Monetization Strategy; Games, Gaming, and Gambling; Mobile and Wireless Technology; Customers; Retention; Product Design; Strategy
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      Ascarza, Eva, Oded Netzer, and Julian Runge. "Personalized Game Design for Improved User Retention and Monetization in Freemium Games." Harvard Business School Working Paper, No. 21-062, November 2020. (Revised December 2023.)
      • November 2020
      • Case

      The Rise and Fall of Nokia (Abridged)

      By: Juan Alcácer and Tarun Khanna
      In 2013, Nokia sold its Device and Services business to Microsoft for €5.4 billion. For decades Nokia had led the telecommunications (telecom) industry in handsets and networking. By the late 2000s, however, Nokia's position as market leader in mobile devices was... View Details
      Keywords: Mobile Phones; Smartphones; Mobile and Wireless Technology; Emerging Markets; Technological Innovation; Competitive Strategy; Telecommunications Industry
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      Alcácer, Juan, and Tarun Khanna. "The Rise and Fall of Nokia (Abridged)." Harvard Business School Case 721-414, November 2020.
      • October 2020 (Revised August 2022)
      • Case

      Epic Games: Nineteen Eighty-Fortnite

      By: Andy Wu, Miaomiao Zhang and Christopher Zhang
      In the midst of intensifying public and political attention towards the market power of big technology, Epic Games in 2020 challenged the status quo that has existed for years in the Apple iOS and Google Android mobile application marketplaces and payment systems.... View Details
      Keywords: Mobile Platforms; Mobile App Industry; Mobile Payment Systems; Antitrust; Games, Gaming, and Gambling; Mobile and Wireless Technology; Lawsuits and Litigation; Entrepreneurship; Competitive Strategy; Digital Platforms; United States
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      Wu, Andy, Miaomiao Zhang, and Christopher Zhang. "Epic Games: Nineteen Eighty-Fortnite." Harvard Business School Case 721-395, October 2020. (Revised August 2022.)
      • September 2020 (Revised January 2021)
      • Case

      Comviva: Exploring New Frontiers (A)

      By: Dante Roscini and Mahima Rao-Kachroo
      Comviva, a mobile solutions provider active in India and 94 other countries, has had a rich history and been successful across many emerging and complex markets: Latin America, South-East Asia, Africa. What are the lessons learnt from expansion, cultural fits, and... View Details
      Keywords: Internet and the Web; Acquisition; Emerging Markets; Cross-Cultural and Cross-Border Issues; Mobile and Wireless Technology; Growth and Development Strategy; Telecommunications Industry; India; South Asia
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      Roscini, Dante, and Mahima Rao-Kachroo. "Comviva: Exploring New Frontiers (A)." Harvard Business School Case 721-006, September 2020. (Revised January 2021.)
      • September 2020
      • Case

      Uber at a Crossroads (2017)

      By: Ramon Casadesus-Masanell and Karen Elterman
      This case describes the history of Uber, its business model—including the ways it differed from that of the traditional taxi industry—and its competition with Lyft. The case is set in 2017, a year in which Uber was plagued by even more scandals than usual, though its... View Details
      Keywords: Business Startups; Business Model; Customer Satisfaction; Fairness; Values and Beliefs; Price; Profit; Revenue; Investment; Government Legislation; Business History; Compensation and Benefits; Resignation and Termination; Employment; Wages; Lawfulness; Leadership Style; Leading Change; Management Style; Market Entry and Exit; Digital Platforms; Product Design; Organizational Culture; Problems and Challenges; Attitudes; Strategy; Competitive Strategy; Expansion; Transportation Networks; Mobile and Wireless Technology; Valuation; Transportation Industry; Transportation Industry; United States
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      Casadesus-Masanell, Ramon, and Karen Elterman. "Uber at a Crossroads (2017)." Harvard Business School Case 721-376, September 2020.
      • July 2020
      • Technical Note

      Digital Natives Growing Without a Sales Force

      By: Das Narayandas, Michael Norris and Amram Migdal
      This brief case describes the rise of so-called digital natives (also called born-in-digital) in the 2000s and 2010s that successfully grew without a sales force. The case highlights the emergence of business-to-business Internet and cloud-based companies and their... View Details
      Keywords: Government Administration; Crisis Management; Health; Health Pandemics; Innovation and Invention; Innovation Leadership; Innovation Strategy; Technological Innovation; Social Issues; Information Technology; Mobile and Wireless Technology; Applications and Software; Technology Adoption; Information Technology Industry; Australia; North and Central America; United States; Illinois; Chicago; California; San Francisco
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      Narayandas, Das, Michael Norris, and Amram Migdal. "Digital Natives Growing Without a Sales Force." Harvard Business School Technical Note 521-019, July 2020.
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