“The revenue of mobile games maker Rovio, owner of the Angry Birds brand, have declined to half of the revenue earned last year. As a result, Rovio plans to cut up to 130 jobs to simplify the organization. ” I agree with what nie Yivi wrote. The changeable consumers’ taste is one of the problems that lead to redundancies of Angry Birds. However, I think the most important problem should be the sluggish innovation development. Undoubtedly, Angry Birds gained huge success in the past, which leads that Rovio wants to take full advantage of brand name of Angry Birds and produce various derivative products like toys and cartoon. Rovio spent too much time and money on Angry Birds and slow down the innovation of new games. Innovation should be the most important part of mobile game area because of changeable consumers’ tastes. For example, Temple Run, Fruit Ninja and Flappy Bird are all popular mobile games during certain period. However, they are all replaced by new successful mobile games. So I think Rovio should emphasize the development of new games to cater to consumers and use consumers’ power to develop the business.