High Tech MarketingHigh Tech Marketing
Prof. Mitchell TsengProf. Mitchell Tseng
IELM538IELM538
The "lens" model, showing attributes relevant to designing products for customers. (Image by Prof. John Hauser.)
Technology Adoption Life CycleTechnology Adoption Life Cycle
Innovator
s`
Early
Adopters
Early
Majority
Late
Majority
Laggard
s
Geoffrey A Moore. Crossing the Chasm.
Technology Adoption Life CycleTechnology Adoption Life Cycle
Innovator
s`
Laggard
s
Early
Adopters
Early
Majority
Late
Majority
Geoffrey A Moore. Crossing the Chasm.
Innovator, the technology Innovator, the technology EnthusiastsEnthusiasts
• Appreciate technology for its own sake• They want the latest and greatest technology• Willing to tolerate the inconvenience of
inadequate infrastructures• Willing to contribute extra efforts and
resources to make the new systems work • “pushing the edge of the envelope”• Have the interest to learn about the technical
details• Industry colleagues look up to their
assessment
Where to find innovatorsWhere to find innovators• Often sit in the advanced technology de
partment• They spend time in bulletin board• Organize/Attend user meetings• No need for packaging, fancy advertizin
g• They ask for free demo/ tryout copies, re
ad brochures
Dealing with InnovatorDealing with Innovator• Proud to be the show case• They want the truths without any tricks• They want to get access to the most
knowledgeable technical persons (problems??) • They are willing to sign non disclosure
agreement and give feedbacks early in the product life cycle.
• Let them know that you implement the (appropriate) improvements
• Their budget is often limited, they want it cheap
But, the innovatorsBut, the innovators• Don’t buy a lot• Not powerful enough to dictate the
buying decision• They debug • They open doors to the big boss
Technology Adoption Life CycleTechnology Adoption Life Cycle
Innovator
s`
Laggard
s
Early
Adopters
Early
Majority
Late
Majority
Geoffrey A Moore. Crossing the Chasm.
Early adaptersEarly adapters• They are the visionaries• They match the new technology to a strategic
opportunity• They have the temperment to translate that in
sight into a high visibility, high risk project• They have the charisma to move the rest of or
ganization to buy in• They can the multi million dollar budget appro
val
Where to find early adaptersWhere to find early adapters• Recent entrants to the executive ranks,
highly motivated and driven by a “dream”
• A business goal not technical goal• Taking a quantum leap forward in how
business is conducted• High degree of personal recognition and
reward• You don’t find them, they will find you
(though technology enthusiastic).
Dealing with Early AdaptersDealing with Early Adapters• They see the potential for an “order of
magnitude” return on investment• They typically have budget to fund up
front money for additional development
• They usually more than willing to serve as highly visible references
• Visionary like project orientation (but vendor needs product orientation)
But, Early AdaptersBut, Early Adapters• Hard to please, getting closure is next to
impossible• Visionary is in a big hurry• Managing expectation
– Each phase is doable– Synchronize with productization plan– Concrete ROI
Overcome the EA Market Overcome the EA Market IssuesIssues
• The company simply has no expertise
• Sell the visionary before it has the product
• Marketing falls prey to the crack between stages
Technology Adoption Life CycleTechnology Adoption Life Cycle
Innovator
s`
Laggard
s
Early
Adopters
Early
Majority
Late
Majority
Geoffrey A Moore. Crossing the Chasm.
Niche focused approachNiche focused approach• Recruit and fulfill partners is a resource
intensive management• Support is very important, it requires the
attention of key people.• Product commitment must be strategic• Leverage over multiple sales
• Sales-driven approach must be avoided
Building up Building up • Establish a strong word of mouth
reputation among buyers.• How to develop them? • Segment, segment, segment• Beyond niche
• Being a professional is doing the things you love to do, on the days you don’t feel like doing them.
– Julius Erving