what high tech marketing should consider 2006/12

1. 1Tiemo Winterkamp 07.12.2006
Tiemo Winterkamp | Partner
Düsseldorf, 25. Oktober 2006
Innovation Life Cycle
- What High Tech marketing should consider -

2. 2Tiemo Winterkamp 07.12.2006
Adoption of High Tech innovations
2.25% 15% 34% 34% 16%
Innovator Early Majority Late Majority LaggardsEarly Adopter
The Chasm
Source: Geoffrey Moore - „Crossing the Chasm“
Adopters
Visionary Pragmatic Conservative
Psychographic profile of
each group is different

3. 3Tiemo Winterkamp 07.12.2006
Are we in the chasm?
Perceived to be sophisticated technology, usable only by specialists
• Feature loaded (overwhelming) or “first draft” (needs tuning)
Longer than expected, expensive projects
• Acquisition cycle seems “too long”
Stand-alone technology, loosely-coupled with rest of infrastructures
• Pain of adoption is high …
Difficult to infuse into existing mission-critical applications or consumer life cycles
• Pain of adoption even higher …

4. 4Tiemo Winterkamp 07.12.2006
ADOPTION OF INFORMATION AGE TECHNOLOGIES
PDA
Cell
phonePC
Internet
(WWW)
Percent of U.S. households with:
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
0 10 20 30 40 50 60 70 80 90 100 110 120
Years since product invented
Television
Radio
Electricity
Telephone
Air Travel
Automobile
Sources: J. Gerry Purdy’s presentation “The Next 50 Years in Mobile and Wireless” at Silicom Ventures, Trade press, Industry sources, Wikipedia

5. 5Tiemo Winterkamp 07.12.2006
Wise saying …
Douglas Adams