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/

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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

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:

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S-Curve of Adoption 1985 1989 1991 1995 1996 2004 2007 ?

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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. Technology Adoption Curve

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. The CHASM

6. Vehicular Telephony (MTS)

7. The Birth of Portable Phones

8. The “First Movers” Advantage Access Time Management Senior Executives Government Officers Sales Executives High-Net Worth Individuals

9. S-Curve of Adoption 1985 1989 1991 1995 1996 2004 2007 ?

10. First Handheld Phone Motorola DynaTac series 1973 - 1989

11. S-Curve of Adoption 1985 1989

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14. S-Curve of Adoption 1985 1989 1991 1995

15. S-Curve of Adoption 1985 1989 1991 1995 1985 1989 1991 1995 1996

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