Crossing the Chasm and Competing Technologies.imtelkom-MMBiztel-22Jan10-V1.1

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Competing Technologies Competing Technologies CrossingCrossing

the Chasmthe Chasm

1m381m38

(Adopted from(Adopted from ToralToral Patel: “Crossing the ChasmPatel: “Crossing the Chasm and Enteringand Entering thethe Tornado”)Tornado”)

Lecture by:Lecture by:

[email protected]@gmail.com

http://www.slideshare.net/djadjahttp://www.slideshare.net/djadja

24 January 20101 IMTelkom MM-Biztel



The Early Market

“ ”

The Mainstream

Market

Dominated by early adoptersand insiders: “Techies” and“Visionaries”

“Conservatives”

The Chasm

The “chasm” is the gulf that exists betweenThe “chasm” is the gulf that exists betweenthe two distinct marketthe two distinct market--places forplaces for

A particular technologiesA particular technologies….….24 January 20102 IMTelkom MM-Biztel



The Early Market

“ ”

The Mainstream

Market


“Conservatives”

The Chasm

Why do we want to get there?Why do we want to get there?




The Early Market

“ ”

The Mainstream

Market


“Conservatives”

The Chasm




The Technology Adoption Life Cycle

“High Tech Marketing Model”

Innovators

EarlyAdopters

EarlyMajority

LateMajority Laggards

Techies Visionaries Pragmatists Conservatives Luddites






The Tornado hits!

Innovators

EarlyAdopters

EarlyMajority



Early Market Mainsteam Market

as a fad as the future






Innovators

EarlyAdopters

EarlyMajority




TechnologyTechnology







The Chasm

Innovators

EarlyAdopters

EarlyMajority






Why is there a chasm?Why is there a chasm?

• Technology are discontinuous innovations

• by the “Techies” and “Visionaries”) but desperately want tocross the chasm into the mainstream market

• Few applications have so far been able to cross andachieve the high-volume opportunities offered by themainstream Technology market (i.e., the “Pragmatists”

“ ”

• The Technology market will not evolve in one continuous,smooth movement




Why is there a Chasm?Why is there a Chasm?

Early Market

• Consists of the Innovators“ ”

Mainstream Market

• Consists of an Early Majority“ ”

Adopters (“Visionaries”)

• For the Visionaries, technologyis a change agent and the

people using it are thechampions of change

•

Majority (“Conservatives”)

• For the Pragmatists, improvingthe existing delivery of

Technology is the priority – they want “evolution notrevolution”

•

orientation and will thereforestart out with a pilot project

• Visionaries want to set thestandards

turn-key solutions – price is abig issue

• Pragmatists would like to waituntil a platform or application

becomes the de facto standardThe Chasm exists between the Early and Mainstream Markets.The Chasm exists between the Early and Mainstream Markets.





The situation:• Visionaries are not considered to be good references

, ….• Good references are a pre-requisite for investment intechnologies by the Pragmatists!

The Technology market demands that:• New systems integrate with old ones

• People are trained to implement new systems

• All systems conform to a common standard





• Pragmatists expect extensive references from otherPragmatists. They do not accept Visionaries as being

su ta e re erees ecause….

• …. they perceive such referees as being more interestedin the technology (what they can do) than the Technologyprocess (what they should do)

• ’

revolutions or paradigm shifts– they are too busy trying tomake the wheels of conventional Technology go round

Pragmatists hate discontinuous innovations!





• Visionaries build from the round u – but Pra matists

know that the new paradigm has to work with the existinginfrastructure and practices

• Pragmatists see Visionaries as overtly project orientated – they come, the see, they conquer…. they leave!

• Pragmatists are usually committed to their profession andtheir institution, they are in Technology for “the long run”and must live with their ICT decisions





(a) Technology

BermudaTriangle

(c) Legislation(b) Economics

Wilnfried Holz , President and CEO, Siemens HealthTechnologies24 January 201015 IMTelkom MM-Biztel




(a) Technology:(a) Technology:

.Telematics Industry: Market Analysis.

• Pragmatists want to hear about “up and running”, turn-key applications that have been integrated intomainstream Technology, not pilot projects

“ ” –

are required• Pragmatists need standards because they need

guaranteed interoperability - Visionaries want to set the

standards!





(b) Economics:(b) Economics:

• Governments continue to concentrate largely on pilotprojects (Example: WiMAX in Indonesia)

• Firm insistence that evidence base of cost-effectivenessmust be established as a prerequisite to large-scale

• But there is practically no evidence base for cost-effectiveness!





(c) Legislation:(c) Legislation:

• Technical and security standards

• Protecting electronic patient information

• Professional standards• Licensing and credentialing of Technology providers

• Mal ractice liabilit defence and insurance

• Lack of reimbursement for telematics services• Infrastructure planning and development




Why is there a Chasm?

(c) Legislation:

• Technical and security standards

• Protecting electronic patient information

• Professional standards• Licensing and credentialing of Technology providers

• Mal ractice liabilit defence and insurance

•• LackLack ofof reimbursementreimbursement forfor telematicstelematics servicesservices• Infrastructure planning and development




Can we avoid the chasmCan we avoid the chasm??

• We can never completely remove the chasm – no

one can!

• But we can develop chasm-crossing strategies

and find strategic locations at which to cross


There are active efforts in four keyThere are active efforts in four key



There are active efforts in four keyThere are active efforts in four keyareasareas aboutabout thethe chasmchasm

We We need to: need to:

(1)(1) Identifying ChasmIdentifying Chasm--Crossing OpportunitiesCrossing Opportunities – throughmarket research & anal sis feasibilit studies and

business plan development

And narrowing that chasm by: And narrowing that chasm by:

(2)(2) Developing Technology Integration StrategiesDeveloping Technology Integration Strategies – fortechnology vendors to integrate and improve theirproducts and services

u g co o c v e ceu g co o c v e ce – oug cos - e e

effectiveness studies(4)(4) Removing Legislative and Regulatory BarriersRemoving Legislative and Regulatory Barriers – through

legal and risk services, research, lobbying and advocacy


(1) Id if i Ch(1) Id if i Ch C iC i



(1) Identifying Chasm(1) Identifying Chasm--CrossingCrossing

OpportunitiesOpportunities• Identifying new markets or market sectors for

• Gathering information and intelligence on thosemarkets

• Improving the client’s knowledge andunderstanding of the market as an essential pre-requisite to….

• Introducing clients to key potential purchasers• Creating routes to market


(2) D l i T h l(2) D l i T h l



(2) Developing Technology(2) Developing Technology

Integration StrategiesIntegration Strategies• Assessing the needs of the market in terms of

• Evaluating the best technologies

• Helping clients to build the solutions that theirmarket wants



(3) Building Economic Evidence(3) Building Economic Evidence

• Cost-benefit / effectiveness studies that provide

evidence for the economic sustainability oftechnologies

(4) R i L i l ti d(4) R i L i l ti d



(4) Removing Legislative and(4) Removing Legislative andRegulatory BarriersRegulatory Barriers

• Providing legal and risk management services toboth technolo ical vendors and users

• Advocating the safe and responsible use of

technology through workshops, symposiums andpresentations



• Technology Manager need works with its clients andpartners to create the knowledge and understanding ofthe market- lace that is essential to achieve routes to

In SummaryIn Summary

markets and “cross the chasm”

• Technology Manager specifically need addresses the

three core areas that both the users and vendors oftechnologies must tackle in order to make that crossing:

o turning technologies into solutions;

o u ng t e econom c ev ence ase; an

o addressing legal, professional and risk issues.


YoutubeYoutube

CrossingCrossing

the Chasmthe Chasm22m51m51

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