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 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

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

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

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

Crossing the Chasm 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