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Oneclick Technologies Ltd. 5.11.2007 CME.1131 | CME.2017 Technologie- und Innovationsmanagement Frau Dr. Katja Rost Anja Höft Sebastian Würth Chris Aaron.

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Presentation on theme: "Oneclick Technologies Ltd. 5.11.2007 CME.1131 | CME.2017 Technologie- und Innovationsmanagement Frau Dr. Katja Rost Anja Höft Sebastian Würth Chris Aaron."— Presentation transcript:

1 Oneclick Technologies Ltd. 5.11.2007 CME.1131 | CME.2017 Technologie- und Innovationsmanagement Frau Dr. Katja Rost Anja Höft Sebastian Würth Chris Aaron Moore

2 5.11.2007 CME.1131 | CME.2017 Technologie- und Innovationsmanagement Frau Dr. Katja Rost Anja Höft Sebastian 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

3 Built 20 sockets a week Third step: Marketing Discovery of the niche-market Fourth step: Expansion to potential other markets Problems Fifth step: Improvement 5.11.2007 CME.1131 | CME.2017 Technologie- und Innovationsmanagement Frau Dr. Katja Rost Anja Höft Sebastian Würth Chris Aaron Moore

4 To have a better chance of success, begin in a niche market and grow from there. 5.11.2007 CME.1131 | CME.2017 Technologie- und Innovationsmanagement Frau Dr. Katja Rost Anja Höft Sebastian Würth Chris Aaron Moore

5 first commercial cellular network was launched in Japan by NTT in 1979 Fully automatic cellular networks were introduced in the early to mid- 1980s (1G generation)  boom in mobile telephone usage 2G technology was introduced by Radiolinja in 1992, causing direct competition between 1 and 2G technology The 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. 5.11.2007 CME.1131 | CME.2017 Technologie- und Innovationsmanagement Frau Dr. Katja Rost Anja Höft Sebastian Würth Chris Aaron Moore Evolution of the Mobile Phone Market

6 Began as a Project by the NSF in association with DARPA 1988, the internet went commercial  only serving a small niche market of computer users 1993 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 commonplace Today: The internet has grown at a phenomenal rate Examples 5.11.2007 CME.1131 | CME.2017 Technologie- und Innovationsmanagement Frau Dr. Katja Rost Anja Höft Sebastian Würth Chris Aaron Moore The evolution of the internet

7 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 Market The 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 5.11.2007 CME.1131 | CME.2017 Technologie- und Innovationsmanagement Frau Dr. Katja Rost Anja Höft Sebastian Würth Chris Aaron Moore  Apple did not understand the potential the PC had and did not push it in to the mass-market.

8 Apple iPod from the niche-market to the mass-market 5.11.2007 CME.1131 | CME.2017 Technologie- und Innovationsmanagement Frau Dr. Katja Rost Anja Höft Sebastian 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

9 Key Take Aways Products can be developed better It can be advantageous to find a niche to be different in an already saturated market Sometimes you have to wait for technology to develop

10 Thank you for your attention!


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