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    The "Cracked" Model Is More Accurate.: H:/share/rabino/information and Marketing Strategy - PPT 1

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    engnpkr
    The document discusses Geoffrey Moore's technology adoption life cycle model, which segments adopters of new technologies into five categories: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards. It notes there are two "cracks" or gaps between these categories where momentum can be lost - between Innovators and Early Adopters, and again between Early Adopters and Early Majority. To successfully move a new technology into the mainstream, companies must address the needs of the Early Majority by making the technology more practical, easy to use, and establishing it as the standard. Examples are given of technologies like desktop publishing and ATMs that successfully made this transition.

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    The "Cracked" Model Is More Accurate.: H:/share/rabino/information and Marketing Strategy - PPT 1

    Uploaded by

    engnpkr
    94 views5 pages
    The document discusses Geoffrey Moore's technology adoption life cycle model, which segments adopters of new technologies into five categories: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards. It notes there are two "cracks" or gaps between these categories where momentum can be lost - between Innovators and Early Adopters, and again between Early Adopters and Early Majority. To successfully move a new technology into the mainstream, companies must address the needs of the Early Majority by making the technology more practical, easy to use, and establishing it as the standard. Examples are given of technologies like desktop publishing and ATMs that successfully made this transition.

    Original Title

    Crossing the Chasm

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    © Attribution Non-Commercial (BY-NC)

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    The document discusses Geoffrey Moore's technology adoption life cycle model, which segments adopters of new technologies into five categories: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards. It notes there are two "cracks" or gaps between these categories where momentum can be lost - between Innovators and Early Adopters, and again between Early Adopters and Early Majority. To successfully move a new technology into the mainstream, companies must address the needs of the Early Majority by making the technology more practical, easy to use, and establishing it as the standard. Examples are given of technologies like desktop publishing and ATMs that successfully made this transition.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    94 views5 pages

    The "Cracked" Model Is More Accurate.: H:/share/rabino/information and Marketing Strategy - PPT 1

    Uploaded by

    engnpkr
    The document discusses Geoffrey Moore's technology adoption life cycle model, which segments adopters of new technologies into five categories: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards. It notes there are two "cracks" or gaps between these categories where momentum can be lost - between Innovators and Early Adopters, and again between Early Adopters and Early Majority. To successfully move a new technology into the mainstream, companies must address the needs of the Early Majority by making the technology more practical, easy to use, and establishing it as the standard. Examples are given of technologies like desktop publishing and ATMs that successfully made this transition.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 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
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    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
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    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
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    and marketing strategy.ppt
    Successful Crossings:

    (Desktop Publishing)
    Apple

    Application
    Niche Approach

    Tanden
    (Automatic Teller Machine)

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

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