In the early days of product development, the technology is inferior and lacking in performance. The focus is very much on the technology itself. The users are enthusiast who like the idea of the product, find use for it, and except the lack of performance. Then as the product becomes more mature, other factors become important, such as price, design, features, portability. The product moves from being a technology to become a consumer item, and even a commodity.
In this lecture we explore the change from technology focus to consumer focus, and look at why people stand in line overnight to buy the latest gadgets.
21. The Hype Cycle
A graphic representation of the maturity, adoption and
business application of specific technologies
Peak of inflated Expectations
Technology Trigger
Trough of Disillusionment
Slope of Enlightenment
Plateau of Productivity
40. Shift in Computing
Where is the C-drive?
Computer anyone can use
The computer just
disappeared
Computer you use standing
41.
42. Tablets are not new
Microsoft released a tablet in 2002
It was not so successful - but why?
43. The Law of Prevailing Technology
It was too much like desktop computer but with
no keyboard and mouse - users felt like it was a
crippled system
Technology cramming - it was just a bad
computer, not a tablet
52. The Market of Commodities
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
53. 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
Creating Blue Oceans
54. 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
60. 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
61. Organisations which design
systems ... are constrained to
produce designs which are copies
of the communication structures
of these organisations
Conway’s Law
62. To whom does the designer report to?
A programmer?