The case charts the creation and development of ObEN, a Los Angeles start-up that offers two kinds of personal artificial intelligence avatars – consumer avatars that can be created by individuals on their smartphones, and avatars that recreate a celebrity persona (requiring more data).

The case describes the situation in the desktop printer industry in August 2002. Rumours suggest that Dell is planning to enter the industry. The case describes the structure of the industry, the main players, and the events leading to these rumours. Some possibles motives for Dell entering the printer industry are discussed, as well as the entry barriers.

In the ongoing battle among video game consoles, the case describes how the industry evolved from the early era of Atari domination up to the latter-day rivalry between Sony (PS3), Microsoft (XBox360) and Nintendo (Wii).