Crossing 20the 20Chasm by zG5H1M7

VIEWS: 4 PAGES: 5

									             “Crossing the Chasm” by Geoffrey Moore
                  Technology Adoption Life Cycle




           Innovators      Early               Early             Late
                          Adoption            Majority          Majority          Laggards

 Psych     Tech has         Tech has         Practical wait     Waiting for
Profile:   central interest central interest & see              the established
           in their life    in their life                       standard




    The “cracked” model is more accurate.




                                  h:\share\rabino\information
                                                                                        1
                                   and marketing strategy.ppt
Innovators     Early             Early                  Late       Laggards
               Adopters          Majority               Majority



When a hot new technology product cannot be readily translated into
a major new benefit
                       Home Banking.




                          h:\share\rabino\information
                                                                              2
                           and marketing strategy.ppt
In the High Tech Industries the Innovators are the technology
enthusiasts (e.g., VCE, Camcorders).


Early Adopters – (or visionaries) – provide insight to match an
emerging technologies to a strategic opportunity.


(E.g. Henry Ford assembly line they did not look for improvement.
Rather they looked for a breakthrough.


The Early Adopters communicate the deliverable to the next
group: (Price sensitively, ease of use.)


Laggard – are the skeptics.


Entering the mainstream – or how to “start a fire” is the challenge.


The strategy is not to become a sales driver, (vs. a niche strategy)
because we need to capture the Reference Base.


The key: select a strategic segment with entry points to a bigger
segment. Apples || segment (originally – school children).




                      h:\share\rabino\information
                                                                       3
                       and marketing strategy.ppt
It reflects dissociation between the 2 groups – (Innovators & Early
Adopters).


There exists an opportunity to lose momentum and to miss transition
to the next stage.


                      e.g., PC based home banking
           (In the transition from Innovators to Early Adopted).


                      The second crack
           (between Early Adopters and Early Majority)
                      is even more important.


           The transition requires a need for a strategic leap.


E.g. LAN’s launch has been attempted several times in the early
eighties until the development of Novel software running on IBM PC
hardware with interface cards that fitted into existing IBM PC slots.




                        h:\share\rabino\information
                                                                        4
                         and marketing strategy.ppt
Successful Crossings:




                                          (Desktop Publishing)
 Apple



                                  Application
                                  Niche Approach


  Tanden
                                        (Automatic Teller Machine)




                h:\share\rabino\information
                                                                 5
                 and marketing strategy.ppt

								
To top