Oneclick Technologies Ltd.

5.11.2007CME.1131 | CME.2017

Technologie- und InnovationsmanagementFrau Dr. Katja Rost

Anja HöftSebastian Würth

Chris Aaron Moore

5.11.2007CME.1131 | CME.2017

Technologie- und InnovationsmanagementFrau Dr. Katja Rost

Anja HöftSebastian Würth

Chris Aaron Moore

Presentation of the case

Need of several devices in the stand-by mode is considerable

Peter Robertson invented the OneClick Intelligent Main Panel

6-socket extension block

First steps: standard six-socket extension block and a heavy

industrial relay Prototype ( difficulties)

Second step: businessplan

Built 20 sockets a week

Third step: Marketing

Discovery of the niche-market

Fourth step: Expansion to potential other markets

Problems

Fifth step: Improvement

5.11.2007CME.1131 | CME.2017

Technologie- und InnovationsmanagementFrau Dr. Katja Rost

Anja HöftSebastian Würth

Chris Aaron Moore

To have a better chance of success, begin in a niche market and grow

from there.

5.11.2007CME.1131 | CME.2017

Technologie- und InnovationsmanagementFrau Dr. Katja Rost

Anja HöftSebastian Würth

Chris Aaron Moore

first commercial cellular network was launched in Japan by NTT in 1979Fully automatic cellular networks were introduced in the early to mid- 1980s (1G generation) boom in mobile telephone usage2G technology was introduced by Radiolinja in 1992, causing direct competition between 1 and 2G technologyThe competition to make the Cellular phone mainstream started. Today: In less than twenty years, the mobile telephone has gone from being rare and expensive to a low-cost personal item.

5.11.2007CME.1131 | CME.2017

Technologie- und InnovationsmanagementFrau Dr. Katja Rost

Anja HöftSebastian Würth

Chris Aaron Moore

Evolution of the Mobile Phone Market

Began as a Project by the NSF in association with DARPA1988, the internet went commercial only serving a small niche market of computer users1993 the National Center for Supercomputing Applications at the University of Illinois released version 1.0 of Mosaic by 1996 usage of the word "Internet" had become commonplaceToday: The internet has grown at a phenomenal rateExamples

5.11.2007CME.1131 | CME.2017

Technologie- und InnovationsmanagementFrau Dr. Katja Rost

Anja HöftSebastian Würth

Chris Aaron Moore

The evolution of the internet

Apple - The Innovator? Started in the niche - is still in the niche

Situation– Apple invented the first useful PC in 1980– No success on the market

• Microsoft cached the MarketThe Problem– Positioned them self as a niche player – Not enough development to stay up to date– People positioned them very hard in a niche for designers

etc.– Very hard to change the thoughts of the people

5.11.2007CME.1131 | CME.2017

Technologie- und InnovationsmanagementFrau Dr. Katja Rost

Anja HöftSebastian Würth

Chris Aaron Moore

Apple did not understand the potential the PC had and did not push it in to the mass-market.

Apple iPodfrom the niche-market to the mass-market

5.11.2007CME.1131 | CME.2017

Technologie- und InnovationsmanagementFrau Dr. Katja Rost

Anja HöftSebastian Würth

Chris Aaron Moore

iPod repositioned Apple - gives a push for bringing the computers out of the niche

Situation– 2001 Apple presented the iPod– 2004 they made it usable to users using a different operating-system – Success / strong market position

The successful way from the niche into the mass– Making a niche-product usable for the mass– Never stopped the development– Pushed the product into the mass-market – Produced a solid position in the market

Key Take Aways

Products can be developed betterIt can be advantageous to find a niche to be different in an already saturated marketSometimes you have to wait for technology to develop

Thank you for your attention!