Entrepreneurship 101: Basics of Marketing, Part II

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Part of the MaRS Entrepreneurship 101 Event Series
"From Start to Finish Everyone's Talking, Everywhere, All the Time" - the evolution of mobile communications from a technology and marketing perspective.

A case review of the development of the cellphone industry, and how closely development has followed the archetypical development curve from Geoffrey Moore's "Crossing the Chasm".
Speaker: David Neale, Service Development, Rogers Communications Inc.
Download the audio presentation and post questions on the MaRS blog:
http://blog.marsdd.com/2007/01/19/entrepreneurship-101-basics-of-marketing-ii/

Published in: Business, Technology

Entrepreneurship 101: Basics of Marketing, Part II

  1. 1. From Start to Finish Everybody’s talking, everywhere, all the time The Evolution of Mobile Communications from a Technology and Marketing Perspective Dave Neale VP Enhanced Services Telus
  2. 2. Technology Adoption Curve
  3. 3. Adoption of New Technology Products - Canada Disintermediation 30% of all adopters Quest for Trusted Intermediates 47% of all adopters Deference to Trusted Authorities 23% of all adopters Progress of Market Adoption 1 st 2 nd 3 rd 4 th 5 th 6 th Source: Michael Adams, Environics Research Orientation:
  4. 4. The CHASM
  5. 5. Crossing the Chasm <ul><li>innovators 2.25% </li></ul><ul><li>early adopters 15% </li></ul><ul><li>early majority 34% </li></ul><ul><li>late majority 34% </li></ul><ul><li>laggards 15% </li></ul>
  6. 6. Vehicular Telephony (MTS)
  7. 7. The Birth of Portable Phones
  8. 8. The “First Movers” Advantage Access Time Management Senior Executives Government Officers Sales Executives High-Net Worth Individuals
  9. 9. S-Curve of Adoption 1985 1989 1991 1995 1996 2004 2007 ?
  10. 10. First Handheld Phone Motorola DynaTac series 1973 - 1989
  11. 11. S-Curve of Adoption 1985 1989
  12. 12. First “Flip” Phone Motorola MicroTac series 1989 First Miniature Digital Phone Motorola MicroTac series 1995
  13. 13. S-Curve of Adoption 1985 1989 1991 1995 1996 2004 2007 ?
  14. 14. S-Curve of Adoption 1985 1989 1991 1995
  15. 15. S-Curve of Adoption 1985 1989 1991 1995 1985 1989 1991 1995 1996
  16. 16. S-Curve of Adoption 1985 1989 1991 1995 1996 2004 2007 ?
  17. 17. S-Curve of Adoption 1985 1989 1991 1995 1996 2004 2007 ?
  18. 18. Inside the Tornado
  19. 19. Swing Voting (and Churn…)
  20. 20. Late-stage Market Diversification <ul><li>Wireless Data </li></ul><ul><li>Niche Market Development </li></ul><ul><li>Mobile Virtual Network Operators </li></ul><ul><li>Multipurpose Devices </li></ul>
  21. 21. Luxury Phones
  22. 23. Smallest Phone?
  23. 24. Smartphones
  24. 25. Wireless Devices for the Future?
  25. 26. Questions?

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