Jerry Yanz, PhD - Hearing Health Since 1951 · Innovator’s Prescription: A Disruptive Solution for Health Care. McGraw-Hill, New York, NY, 2009. Moore GA. Crossing the Chasm. Harper

Jerry Yanz, PhD

Director of Audiology

Hansaton Acoustics

www.hansaton-usa.com

[Photo of

Presenter]

Nature of innovation

Technology adoption and your own stripes

Evaluating and adopting hearing technology

Disruptive Innovation – Threat or Opportunity?

Discussion

These presentations slides will be available

to download at ihsinfo.org/convention

INNOVATIONS

Continuous

Gradual upgrading of

existing products

Does not require

practitioners to learn or do anything different

Discontinuous

Big change in how things

are done

Must change our current

mode of behavior or Modify goods or services

we rely on

“Never before in history has innovation offered promise of so much to so many in so short a time.” Bill Gates

Innovators

Early

Adopters

Early

Majority

Late

Majority

Laggards

Time

Ma

rket P

enetr

ation

Everett Rogers, Diffusion of Innovations, 1962, 1983

Geoffrey Moore, Crossing the Chasm, 2002

TECHNOLOGY ADOPTION LIFECYCLE MODEL

TECHNOLOGY ADOPTION LIFE CYCLE

Innovators

Pursue new technology products aggressively

Seek them out before market launch

Technology a central interest in their lives

Intrigued with any fundamental advance

Forgive high prices, omissions in functionality,

poor performance, just to see how the new

technology works

Small group, but their endorsement and input

are key


Early Adopters

Buy in early, but not technologists

Easy for them to imagine, understand, appreciate

benefits of new technology

Visionaries who can match emerging technology to

strategic opportunities

When they find a strong match, they buy accordingly

Rely more on their own intuition than on well-

established references

Key to opening up high-tech market segment


Early Majority

Relate to technology, but driven more by practicality

Know the potential pitfalls of new gadgets

Content to wait and see how others are doing

Want to see well-established references

Large group, key to substantial growth


Late Majority

Share concerns of Early Majority, but…

Not comfortable in their ability to handle new

technology

Wait for product to become an accepted standard

Want lots of support, so they buy from large, well-

established companies

Large group, important revenue center


Laggards

Want nothing to do with new technology

They’ll buy it if they don’t have to see it

Generally not worth pursuing, but…

Purveyors of high tech can learn from them

Point out discrepancies between promises and

realities

DATA COLLECTION

Where do you fall on the

technology adoption

continuum?

Innovators

Early

Adopters

Early

Majority

Late

Majority

Laggards

Innovators

Early

Adopters

Early

Majority

Late

Majority

Laggards

Moore, Crossing the Chasm, 2002


“Innovation is the ability to see change as an opportunity - not a threat.”

Pe

rfo

rma

nc

e

Time

INNOVATION P

erf

orm

an

ce

Time

Pe

rfo

rma

nc

e

INNOVATION

• How useful?

• How easy to use?

“Every innovation occasions more harm and derangement of order by its novelty, than benefit by its abstract utility.”

Time

Pe

rfo

rma

nc

e

INNOVATION

Retooling

Notch

• How useful?

• How easy to use?

• Time and hassle

Time

Pe

rfo

rma

nc

e

Retooling

Notch

“It would be a terrific innovation if you could get your mind to stretch a little further than the next wisecrack.” Katharine Hepburn

Usefulness – performance change

Ease of use or implementation – retooling notch

Attitudes toward innovation

Innovator

Early adopter

Early majority

Late majority

Laggard

Programmable analog

Digital signal processing

Wireless

Rechargeables

Usefulness

Ease of use

Performance change

Retooling

Time

Pe

rfo

rma

nc

e

L

L

M

S

S

M

0

Prog analog

0%

5%

10%

15%

20%

25%

30%

35%

Percen

t o

f To

tal S

ale

s

Quarterly Analog Programmable Sales

HIA Reports

INNOVATION: PROGRAMMABLE ANALOG

Usefulness

Ease of use

Performance change

Retooling

Time

Pe

rfo

rma

nc

e

L

L

M

S

S

M

0

Prog analog

Prog digital

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Pe

rce

nt

of

To

tal

Sa

les

Quarterly Digital Sales

HIA Reports

PROGRAMMABLE ANALOG & DIGITAL

Quarterly Sales

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q1 1

997

Q1 1

998

Q1 1

999

Q1 2

000

Q1 2

001

Q1 2

002

Q1 2

003

Q1 2

004

Q1 2

005

Q1 2

006

Q1 2

007

Q1 2

008

Pe

rc

en

t o

f T

ota

l S

ale

s

Analog

Digital

HIA Reports

Usefulness

Ease of use

Performance change

Retooling notch

FIRST PERSONAL AUDIO LINK?

1966

Uhura Chief Communications

Officer

Starship Enterprise

Phonak SmartLink Starkey ELI

FIRST BLUETOOTH DEVICES FOR HOH (2005)

Innovators

Early

Adopters

Early

Majority

Late

Majority

Laggards

Moore, Crossing the Chasm, 2002


Cell phone

Media XTR Music

TV

Hardwired Bluetooth

NFMI Media XTR

Telephone

3rd party BT

FM via DAI

Loop system

Induction FM

Church

Restaurant

Bedroom TV

miniMedia

Remote

Time

Pe

rfo

rma

nc

e

L

L

M

S

S

M

0

Prog analog

Prog digital

Wireless

Usefulness

Ease of use

Performance change

Retooling notch

What rechargeable

devices do you use?

Convenience

Environmental benefit

Cost

Handling

Counseling time

Operating time per charge Memory issues Battery longevity Charging errors

Wrong battery Inverted battery

Handling Worn contacts Counseling time Need for power source

SECONDARY (RECHARGEABLE) CELLS

• Operating time

• Custom

• RIC & BTE

• Time to charge

• Battery longevity

• Ease of use

……………………………5 years

…………………………..4-6 hours

…………….20-30 hours per charge

…………..20+ hours per charge

……….…….Never touch a battery

RECHARGEABLE IMPROVEMENTS

Convenience

Environmental benefit

Cost

Handling

Counseling time

Operating time per charge Memory issues Battery longevity Charging errors

Wrong battery Inverted battery

Handling Worn contacts Counseling time Need for power source

Time

Pe

rfo

rma

nc

e

L

L

M

S

S

M

0

Prog analog

Prog digital

Wireless

Rechargeable

Time

Pe

rfo

rma

nc

e

Continuous

Discontinuous

Disruptive

• Not as good as the current leader

• But…

• Less expensive

• Easily accessible

• Threatens to scoop the market

Examples

• Distance communication

• Computers

• Shopping

• Health care

• Hearing care?

• Insurance companies

• Internet sales

• Over the counter

• PSAPs

• Self-programming instruments

• Telehealth

• Automated hearing tests

• Online hearing tests

WHAT ARE YOU GOING TO DO ABOUT DISRUPTIVE INNOVATIONS?

REFERENCES

Christensen CM, Grossman JH and Hwang J. The

Innovator’s Prescription: A Disruptive Solution for Health Care. McGraw-Hill, New York, NY, 2009.

Moore GA. Crossing the Chasm. Harper Collins, New York,

NY, 2006.

Rogers EM. Diffusion of Innovations. Free Press of Glencoe,

Glencoe, IL,1962.

Yanz JL and Preves DA. Assessing the feasibility of Bluetooth

in hearing rehabilitation. Hearing Journal 60:11, 2007, 52-60.

Yanz JL. Benefits and challenges of wireless technology.

Audiology Practices 1:3, 2009, 26-32.

Yanz JL, Ellesser J, Kaempf H. Bringing rechargeable

hearing aids into the mainstream market.

HearingReview.com, January, 2012, 28-30.

These presentations slides will be available to download at

ihsinfo.org/convention

Please complete

an Evaluation Form for this seminar

Contact Jerry Yanz at

[email protected]

Visit www.hansaton-usa.com

These presentations slides will be available

to download at ihsinfo.org/convention

To be eligible for CE credit

Be sure to get your IHS Attendance Record page from

your directory hole-punched as you exit!

Documents

Jerry Yanz, PhD - Hearing Health Since 1951 · Innovator’s Prescription: A Disruptive Solution for Health Care. McGraw-Hill, New York, NY, 2009. Moore GA. Crossing the Chasm. Harper