Part 2 - Competitive Audit Report Google UX Design Certificate

1. Competitive audit goal(s)

Compare the ticket purchasing experience of each competitor’s app

2. Who are your key competitors? (Description)

Fandango is one our direct and one of the biggest competitors. They provide movie tickets
for almost all the theatres nearby despite different theatre companies.

AMC is our indirect competitor, as it only provides tickets for its own theatre, AMC. Still, it
offers premium experience for its customers.

Atom Ticket is also a direct competitor, but not as strong as it only provide tickets for
selected and limited theatres. The app itself is very well designed and sophisticated.

3. What are the type and quality of competitors’ products? (Description)

Fandango is very widely used throughout the U.S. Its website and mobile design is very
consistent and easy to use. However, the website needs a bit more work and the mobile app has
pop-up ads once in a while. The mobile app allows you to sort movies by ratings, genres, etc.,
and provide multiple payment methods, including AMC’s stub account.

AMC theatre app does seem a bit busy and messy. Still, its process of purchasing a movie ticket,
as well as food and drinks, is easy and straightforward. It allows you to take advantage of their
membership perks. You can pay through different methods and add your membership in your
Apple wallet

Atom Ticket is very well designed and offers different features like the news tab. It allows you to
add tickets of family and friends through phone contacts. It provides unique features different
from AMC and Fandango, but has limited provided theatres.

4. How do competitors position themselves in the market? (Description)

Part 2 - Competitive Audit Report Google UX Design Certificate

Fandango positions themselves as the “ultimate digital network for all things movies.” It not only
offers movie tickets, but also trailers, original videos, home entertainment, and fan merchandise.
It provides movie tickets for most, if not all, local theatres nearby, allowing movie-goers to
reserve their tickets without a hassle.

AMC positions themselves as a “theatre that offers different, unique, and premium
experiences.” With three different types of theatres, the company provides a different movie
going experience. To better such experiences, the AMC app allows users to reserve movie
tickets and even pre-order food and drinks.

Atom Tickets position themselves as a “game changing, revolutionary social movie ticketing
app.” It offers a unique feature by adding a social aspect to a movie ticketing app. Users can
invite friends to purchase their own tickets and concessions, further reducing unnecessary and
lengthy conversations outside of the app.

5. How do competitors talk about themselves? (Description)

Fandango positions themselves as the “ultimate digital network for all things movies.” It claims to
connect users to anything related to movies, aside from just ticketing.

AMC positions themselves as a “theatre that offers different, unique, and premium
experiences.” AMC claims to offer different experiences depending on the different type of
theatres (AMC, AMC Classic, AMC Dine In).

Atom Tickets position themselves as a “game changing, revolutionary social movie ticketing
app.” It emphasizes that Atom keeps all plans, messages, payments, and tickets within the single
application.
Part 2 - Competitive Audit Report Google UX Design Certificate

6. Competitors’ strengths (List)

Fandango:
- Wide variety of theatre choices offered
- Easy payment process and methods, includes Venmo and AMC’s royalty program
- Sort movies in different types
- Shows Rotten Tomatoes score
- Simple design
- Easy flow

AMC:
- Can order food/drinks in advance
- Memberships and perks, exclusive to AMC Stub members
- Seating types (recliner, reserved, dine-in, etc.)
- Offers FACE ID and Apple Wallet memberships
- Different payment methods
- Easy flow

Atom Tickets:
- Can invite friends to purchase own tickets and concessions
- Modern and clean design
- Can order food/drinks in advance
- Easy flow
- Trailer and bookmark icon on top of movie poster
Part 2 - Competitive Audit Report Google UX Design Certificate

7. Competitors’ weaknesses (List)

Fandango:
- Pop-up ads
- No other languages and in-app voice control
- No concession pre-purchasing

AMC:
- Only AMC theatres
- Visually busy/messy
- No other languages and in-app voice control

Atom Tickets:
- Very limited theatres
- No other languages and in-app voice control

8. Gaps (List)
- Not all competitors offer food/drink options
- Lack of variety/number of theatres
- Most competitors lack social aspect
- Ads/Spotlights make the app look messy
- Does not provide a sense of “keeping a memory”

9. Opportunities (List)
- Offer food/drink pre-order options
- Offer as many as theatres possible
- Create a social ground (share tickets, history, etc.) – good memories
- Minimize ads and spotlights