Transcript Crossing the Chasm and Beyond

Crossing the Chasm and Beyond
Geoffrey Moore
Adoption Process of Innovations
What is the psychology of users of radical
new products/technologies in the
marketplace?
 From a Marketing perspective
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View of customers
 Risk takers – Willing to take chances
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The technology adoption cycle
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Innovators – Technology enthusiasts
 Love technology for technology’s sake
 They may not have resources, they have influence
 Gatekeepers for a technology
Early adopters
 Adopt an innovation early to build competitive
advantage over competition
 Bring resources to the table – seed funding or venture
capital
 Publicity to the innovation
The technology adoption cycle
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Early majority – Pragmatists
 Adopt technologies/products with a proven
track record
 Neutral about technology
 Normally in charge of mission critical systems
 Buy from the market leader – Greater reliability
and compatibility
 Third party companies in the after market
The technology adoption cycle
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Late majority – Conservatives
 Pessimistic about the value of technology
 High price sensitive market segment
 Represent an opportunity for high-tech products
 Commoditize technology to the point it just works
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Laggards – Skeptics
 Gadflies of high technology
How can companies cross the chasm
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Find customer acceptance of their products
 Well funded target customers
 Compelling reason to buy the product
 Is it possible to deliver a satisfactory product
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Competition
Documentum (Document managed software
business)
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Computer aided new drug approval
Crossing the Chasm
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The Early Market
The Chasm
The Bowling Alley
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Customer centric
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Mass Marketing strategy
Mass market adoption
Main Street
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Technology centred
Niche Based adoption
The Tornado
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After market development
End of life
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Common Standard infrastructure
Focus on specific adaptation of
infrastructure for added value
through mass customization