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The material in this case presents Progressive Insurance as it faced important decisions regarding how to proceed with its usage-based insurance (UBI) initiatives, including the Snapshot device and related patents. Progressive had a head start on its competitors employing UBI pricing, but several competing insurance companies had been testing the waters with their own UBI products. In the case, Progressive considers a number of alternative uses of its patents for students to address.
This case introduces strategic trade-offs of patent deployment, and allows exploration of general pricing evolution as markets develop. Students are asked to take ownership and make decisions from a general management perspective. They must identify the most important strategic and economic drivers in a competitive and changing landscape, and recognize the value of anticipating how other key players outside Progressive might respond. The case does not have a clear "right" answer, which encourages strong discussion and debate, and requires critical thinking regarding how a broad set of issues may best be addressed together. The case presents concepts only; no math is required. Students will also see that certain approaches may need to change over time as the market develops. A better approach in the beginning may lead to trouble over time if not altered.