Is this an industry that can embrace the "easy" concept of no-frills, low-cost? Yves Doz, the Timken Chaired Professor of Global Technology and Innovation and Anita Balchandani, Senior Consultant at Roland Berger Strategy Consultants, look into it in this Case Study. According to the Case, three factors made easyCinema an attractive expansion area. First, the yield management capabilities that served the group so well running an airline could be applied to easyCinema. For example, easyJet …showed first 75 words of 737 total…

…showed last 75 words of 737 total…come to exemplify the easy brand. His mission for easyEverything was simple: to make easyEverything the cheapest way to access the Internet. He also envisioned easyEverything as a virtual alternative to department stores, where users could shop, send e-mails, and surf the Internet. However, some industry experts questioned whether Internet cafes were a viable long-term concept because of rapid changes in technology, such as wireless Internet access. This case is an abridged version of IMD102.