The Faster a New Technology Takes Off, the Harder It Falls [@larrydowneS for Wired.com]

That familiar model for technology adoption (first popularized by the noted sociologist Everett Rogers) — with clearly defined market segments adopting new technologies in predictable groupings — no longer applies. Following this work, Geoffrey Moore wrote in 1991’s Crossing the Chasm that successful new product introductions followed Rogers’s five discrete stages, moving from early adopters to mainstream users only after crossing a sales “chasm” in which the marketing message changes from the new and exciting to the familiar and incremental.

But today, new products and services enter the market better and cheaper right from the start. So producers can’t rely on a class of early adopters and high margins to build up a war chest to spend on marketing to larger and later markets. For better and for worse, thanks to near-perfect market information, consumers are too savvy for that. Everyone knows right away when some new offering gets it right — or, conversely, gets it wrong.

The bell curve, once useful as a model of product adoption, has lost its value as a planning tool. This kind of disruption has its own unique life cycle, and with it its own best practices for marketing and sales, product enhancement, and eventual product replacement.

via The Faster a New Technology Takes Off, the Harder It Falls | Wired Opinion | Wired.com.

Advertisements

Tags: ,

About plerudulier

Primarily interested in interacting and engaging with people about issues related to profession but also charity, environment, ... you get the idea.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

plerudulier

Recipient of whatever I feel like sharing | Pensées partagées

WSantos's Blog

All things Microsoft (and whatever else crosses my mind)

Pimpf : Drifting somewhere...

All those elements that make me complete...

An infinity of hypotheses

The Biologue Chronicles

Comics have the Power

Comics have the Power !

Les Bulles de Bourgogne

« La Lecture est une amitié » Proust

Les trouvailles de Georgette

Trésors du domaine public et des licences libres : une sélection de la bibliothèque Georges Brassens, Paris 14e

Urbanisme - Aménagement - Fiscalité

Consultant et Formation en Urbanisme

Le Blog de Nicolas Beretti

Avec de l'entrepreneur et de l'auteur à l'intérieur

iROCBlog

L'information Revisitée et Ouverte aux Citoyens

Thierry Borne

RIEN N'EST IMPOSSIBLE

Le Monde selon Jane

Très politiquement et surtout très incorrect...

ecosphere

Medias et économie numérique par les chiffres, les idées et les rencontres

Cybercriminalité

Tout sur la cybercriminalité

800.000 feignasses!

800 000 enseignants: 6 mois par an? 20h par semaine? Mais non!!

Electrek

Charge Forward

%d bloggers like this: