Crossing the chasm presentation

1

CANTERINO Simon

BOSSU Nicolas

BRILLET DE CANDE Tristan

Team’Agine – Crossing the chasm

Team’Agine

Introduction

Team’Agine – Crossing the chasm 2

He is an author and consultant in high-tech

Geoffrey Moore

Books written by Geoffrey Moore

Crossing the Chasm, Harperbusiness, 1991

Inside the tornado, Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets, HarperBusiness, 1995

The death of competition, Harperbusiness, 1996

The Gorilla Game: Picking Winners in High Technology, HarperBusiness, 1999

Living on the fault line: Managing for Shareholder Value in Any Economy, HarperBusiness, 2002

Escape Velocity: Free Your Company's Future from the Pull of the Past, HarperBusiness, 2011

Regional map


Veilletechnologique

Prévision et

prospective

technologique

Philosophie

Histoire et

Epistémologie

de la Technique

Management stratégique

de la technologie

Gestion

de la

R&D

Evaluation

et sélection

de projets

Gestion des projetsde R&D

Stratégie d'entrepriseTechnologie

et management stratégique

Economie

Veille stratégique

Diversification

Prévision et prospective

socio-économique

Anticipation

Marketing des Produitsà Haute Technologie

LE MARKETING DE L'INNOVATIONTECHNOLOGIQUE

Sociologie del'innovation

SYSTÈME

SOCIO-ECONOMIQUE

SYSTEME TECHNIQUE

Facteur de succès

ou d'échec

Produits nouveaux

Modèles

d'innovation

Diffusion

Marketing

industriel

Marketing

de

consommation

Gestion de projets Rése

aux

Summary

This book insists on 3 themes :

Technology Adoption life cycle

Problem : The chasm

Solutions: Crossing the chasm


Theme 1 : Technology Adoption life cycle

5Innovators

Laggards

Late majorityEarly majority

Early adopters

34 %

34 %

16 %

13.5 %

2.5 %

Early m

arket

Mainstream

market

Conservativ

es

Theme 1 : Technology Adoption life cycle


Innovators Late majority LaggardsEarly majorityEarly adopters

Central interest

Pleasure of exploring the new device properties

Buy new product concept very early

Not technologists

First to get the new stuff

Strong sense of practicality

Wait until something has become an established standard

Not comfortable with technology

Don’t want anything to do with new technology

Technology enthusiast

Pragmatists

ConservativesVisionaries

Theme 2 : The chasm


But there are some problems ….

2 principles with this curve :

• Each group accepts an innovation if the previous group has accepted it before

• You begin to sell on the left of the curve

There are gaps between each group !

Gaps are divided into 2 categories

Theme 2 : The chasm


What is a Chasm ?

Between early adpters and early majority

Where in the curve ?

Why ?

2 groups have not the same expectancyEarly majority wants a productivity improvement

A huge gap

Theme 2 : The chasm


But in addition with the chasm there are also cracks … But only 2

….

1 - Between innovators and early adoptersWhy ? : the technology product cannot be translated into a major benefit

2 - Between early majority and late majorityWhy ? : late majority is less competent with technology than the early majority

1 2

Early majority

Late majority

Innovators

Early adopters

Theme 3 : Crossing the chasm


“If you don’t know where you are going, you probably aren’t going to get there.”

Target point of attack









1. Target customer

2. Compelling reason to buy




Assemble invasion force



1. Whole product

2. Partners and allies

Assemble invasion force

Price

Caracteristics

Performances

Packaging

DiponibilityFinancing

Delivering

Options

Guarantee

Training

After sales service

Company credibility

Reputation

Organization

Perceived Quality

Word of mouth

Intangible elementsServices



Define the battle

“Unfortunately, where there is no competition, there is no market”



1. Creating competition

2. Position product

Define the battle



1. Distribution- Direct sales and support - Transition to the most efficient

one1. Pricing- Visionaries: value-based pricing- Pragmatists: competition-based

pricing- Conservatives: cost-based

pricing

Launch the attack

Business growth

Marketing

Literature on the same subject


Free Press, 1986

HBS Press, 1997 & 2003

Crown Business, 2011

Free Press, 1986

Comments

Simple concepts Few pictures and graphics => not very entertaining

Good metaphores A bit old

Adress most of the issues high tech companies meet

Sometimes hard to read

American oriented

Really specific => For small start-up technology firms eyeing their first steps to full scale commercialisation



QUESTIONS