THE BIRTH, BRIEF LIFE AND DEATH OF PATH

05 Aug 2021

Status

Done

Year

2018

Case Number

118-0404-001

Author Name

THE BIRTH, BRIEF LIFE AND DEATH OF PATH

Category

Digital Marketing , Marketing

Course Major

Marketing Communications , Marketing Fundamentals , Marketing Management

Related Topic

Marketing Management , Services Marketing

Teaching Note Availability

Yes

Abstract

On September 17, 2018, Path reluctantly announced that they would stop their services. Previously, the internet line was busy with the news that Path would die. Not so long ago Path confirmed that by displaying the announcement on the Path.com page and in the Path application to the user.

At the beginning of its presence, Path comes with offering interesting differentiation. Its position as a social media that is very personal is different from its competitors at that time, Facebook and Twitter. This is based on a psychological theory which states that an individual can only be close friends with a limited number of people, namely a maximum of 150 people.

Absorbed with momentary popularity, Dave Morin and his team did not provide any innovation when several competitors began to emerge, such as Snapchat and Instagram which had a variety of new and fresh features. With that in mind, will there is a hope for Path to survive even though the news about the closure of their services is clearly spread?