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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 View of customers Risk takers – Willing to take chances. The technology adoption cycle.

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Crossing the Chasm and Beyond

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  1. Crossing the Chasm and Beyond Geoffrey Moore

  2. Adoption Process of Innovations • What is the psychology of users of radical new products/technologies in the marketplace? • From a Marketing perspective • View of customers • Risk takers – Willing to take chances

  3. The technology adoption cycle • 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

  4. The technology adoption cycle • 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

  5. The technology adoption cycle • 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 • Laggards – Skeptics • Gadflies of high technology

  6. How can companies cross the chasm • Find customer acceptance of their products • Well funded target customers • Compelling reason to buy the product • Is it possible to deliver a satisfactory product • Competition • Documentum (Document managed software business) • Computer aided new drug approval

  7. The Early Market The Chasm The Bowling Alley Niche Based adoption The Tornado Mass market adoption Main Street After market development End of life Technology centred Customer centric Mass Marketing strategy Common Standard infrastructure Focus on specific adaptation of infrastructure for added value through mass customization Crossing the Chasm

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