1Tiemo Winterkamp 07.12.2006

Tiemo Winterkamp | PartnerDüsseldorf, 25. Oktober 2006

Innovation Life Cycle

- What High Tech marketing should consider -

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 ConservativePsychographic profile of each group is different

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 …

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

ElectricityTelephone

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

5Tiemo Winterkamp 07.12.2006

Wise saying …

�������������� ��������������������������������� ������

Douglas Adams