1. Crossing the Chasm and Beyond
Geoffrey Moore

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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