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iPad
The iPad was released April 3rd From January to April there was a lot of discussion about the iPad
And there were more sceptics than not
iPad
300,000 iPads were sold on their first day of availability By May 3, 2010, Apple had sold a million iPads
Shift in Computing
Where is the C-drive?
Computer anyone can use
The computer just disappeared
Computer you use standing
ANALYTICAL THINKINGEMOTIONS AND
FEELINGS
Technology Adoption Life Cycle - The Law of Diffusion of Innovation
Source: Morgan Stanley Research https://techpinions.com/the-terrible-tablet-tantrum-part-1/30840
The Hype Cycle A graphic representation of the maturity, adoption and business application of specific technologies
The Railway Bubble
Railway Stock in Britain The value of railway stock grew 4 fold from 1826 to 1846 Many companies, heavy over-‐investment The bubble burst 1846
Theory of Predicting the FutureAnderson’s Grand Unified Theory of Predicting the Future
All important technologies go through four states, or at least four stages, in their lives. Each stage can be seen as a collision, with something else. The stages are:
1. Critical Price 2. Critical Mass 3. Displace another technology 4. Become nearly free
Technology Adoption Life Cycle
The talent of the company that made the product in the early days may become wrong when the product matures
The organisational structure of companies need to change when the company moves from technology to products/services
Organisations which design systems ... are constrained to
produce designs which are copies of the communication structures
of these organisations
Conway’s Law
Technology Life Cycle
When will the earlymajority pragmatics start buying a product?
The value of the productis sufficiently great orgood-‐enough
Technology Life Cycle Early in the cycle, technology is important When technology becomes good enough
Value becomes more important Design becomes more important Technology is no longer the variable that controls purchases Improvements loose their glamour
Customers are looking for things like value convenience, productivity, ease-‐of-‐use, low-‐cost, reliability
Emotions
Life Cycle of Technology The move from Technology to Commodity
The need-‐satisfaction curve of technology
The Market of Commodites• What happens when a market becomes mature? – Karaoke Capitalism takes over • Red oceans – All the industries in existence today—the known market space
– Industry boundaries are defined and accepted, and the competitive rules of the game are known
Creating Blue Oceans• Strategy for creating new markets –Make the competition irrelevant • Blue oceans denote all the industries not in existence today—the unknown market space, untainted by competition
Instead of focusing on beating the competition, you focus on making the competition irrelevant by creating a leap in value for your buyers and your company, thereby opening up new and uncontested market space
Value Innovation