Passage below require critical analyses and breakdown.

Complexity represents each step a customer goes through during their interactions with the business, (Jacobs & Chase, 2020). At a movie theater the customer interacts at the ticket booth, the snack bar, and in some theaters at their seat through a waiter in their seat. Divergence represents the different ways a customer can go through each interaction (Jacobs & Chase, 2020). For the movie theater example, the customer can experience divergence in the way the interact with the ticket stand. Many theaters have an in-person option, an atm like self-service option, theater provided online options, and various third-party online options. One third party option is moviefone.com. Moviefone.com has shown increased complexity and divergence in its own model over the life of the company. Their mainstay is the ability for customers to purchase tickets and review showtimes. Moviefone.com has increased divergence at this step by offering its service through a phone number, a website, and a mobile app. They have also increased the complexity of their business by creating more steps a customer can go through. Examples of moviefone.coms increased complexity include selling gift cards at brick and mortar and online stores, offering pay-per-view services online, offering movie reviews and links for other streaming services to profit off ad revenue. Competing websites have increased complexity and divergence in their own models as well. A notable example was the failed attempt by moviepass.com to create a subscription-based platform for movie tickets. Moviefone.com will likely have to continue to follow the market trend of increasing complexity and divergence to compete in its competitive market space unless the consumer demand shifts to a simpler platform. This creates a difficult situation for management, constantly responding to the ever changing consumer demand.