CASE ANALYSIS

LIVING ON INTERNET TIME

(1)
What are the similarities and differences between the
four approaches to product development mentioned in the
case? What drives these differences?
Similarities
Flexible process model is applied in all the four firms. In a flexible
process, product development & implementation are connected. The
products design is also developed simultaneously which helps in
receiving continuous feedback that can be used/adapted in the product
with the rapid development in the market.
A traditional or sequential approach can be adopted in a stable
environment where the stages/processes are fixed. This approach
cannot be implemented in this environment, where the changes are
dynamic in nature.
This process undergoes major changes in the product as the industry
demands. Eg: Netscape underwent a lot of changes in their design
throughout the project. They also had to keep track of their
competitors and made sure their product was used by maximum
number of users.

In Yahoo (My Yahoo! project), in a short span of time, the product

development team made major changes in the My Yahoo! Project by
increasing the features as desired by the users. This was effective with
the flexible process that was in place at Yahoo. All four firms have to be
equally competent in the market as the industry was turbulent.
Competitive uncertainties makes each firm change their prototype
often and release more beta versions before the final launch of the
product.
Having a flexible process was highly advantageous for Microsoft. Even
as they were much behind their competitors, they developed the
product quickly and released it in the market, which even garnered
more hits than Netscape.
With reference to the process mentioned in the article, Developing
products on Internet Time, it is also noted that all four firms needed
continuous feedback from the users, both internal and external to the
organization as it was critical for their success.

Differences
Netscape
Highly
dependent
on external beta
feedback. Released
six beta versions
before
the
final
launch

Yahoo
Heavily relies on the
internal
technical
team. Shares with the
beta volunteers once
the product is ready,
simultaneously doing
soft launches.
Dedicated teams
Project based
1100
employees. Internal experience
Ideas
generated
from users

Net Dynamics
Microsoft
Internal
and In-house intranet
external users
users
feedback.
Controlled external
beta releases

Dedicated teams
Internal
experience. Hiring
developers
from
Israel

Dedicated teams
2500 employees.
High
tacit
knowledge

(2) An old friend from high school has come up with a great
video game idea. The game would be aimed at high school and
college students, and would allow them to play with or against
each other on the Internet. The software would allow them to
build cities in cyberspace, trade with each other, wage war,
and engage in a variety of other activities.
Your friend has a lot of experience with writing game software,
but would like your help in designing a process for taking that
idea to market. You have decided to accept this challenge (you
love the idea). Assume that you have funding for hiring enough
(a half dozen or so) software developers, and any equipment
that you might reasonably need.
You should specify the sequence of project phases, gates, and
milestones, as well as any specific methodologies (user needs,
contextual analysis, etc...) that you think you should use. Your
process design should define the sequence of major product
development activities, and this should be sketched on a sheet
of paper. Feel free to work with your team if youd like

What makes a game development different from other media is the

importance that must be given to the gameplay, the debugging and the
tuning, issues that can only addressed toward the end of a development.
Making the right decisions at the beginning of a development is a key
success factors.

The various stages in the development process

Stage 1: The concept stage:

Questions to ask at the concept stage: What is my audience and what will it
enjoy? What is my core gameplay? What will make it appealing? Do I want to
offer a one-player or a multiplayer game? For which platform(s) do I want to
develop for? What is my business model? Premium with additional content
and Advertising, sponsorship Subscription Limited access, episodic content.
Do I need a partner? Game publisher Sponsor Self-publishing.

The output of the concept stage is a clearly defined audience, a unique

selling point, a core gameplay concept, the platforms and the business
model Options.

State 2: Prototype stage

The purpose of the prototype stage is to test the value of the core gameplay:
Is it fun? Are variations of the core gameplay interesting? Is it compatible
with the target platform(s)? To test the value of the gameplay? To validate
the technical choices: Do we have the right game engine? Do we witness a
quality loss when assets are integrated in the game engine? To write the
game design document (GDD).

Stage 3: The development stage

The purpose of the development stage are to code all the game features, to
develop and integrate game assets and to build the game. The two methods
are: Waterfall method or Agile method. Management should start the public
relationship work (PR).

Stage 4: The tuning and debugging stage

The purpose of this stage is to correct bugs, tune the games difficulty, to
improve the players experience PR steps up.

Stage 5: The release stage

Full launch versus soft launch: Full launch: The application is released on all
market will all the marketing the publisher can muster. Soft launch: The
application is released on a few selected markets with little or no PR in order
to test it and improve it before going for a full launch.

Stage 6: The post-launch stage

The purpose of the post launch phase is to adapt and improve the game, to
build a strong relationship with the community of players.