UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
Innovation In High Technology (2/2)
1. This document may contain information which is confidential and can not be reproduced --- Guy Laliberté, 2009
Guy Laliberté, September 2009
Innovation in the High Technology Industry
Overview -- Session 2 of 2
2. Innovation in the High Technology Industry
This document may contain information which is confidential and can not be reproduced --- Guy Laliberté, 2009
1. Brief review of Session 1
Brief Review of Session 1
Competitive
Volatility
Market
Uncertainty
Technology
Uncertainty
Business
Development of
High Technology
Innovations
Competitive
Volatility
Market
Uncertainty
Technology
Uncertainty
Business
Development of
High Technology
Innovations
Maintaining I nnovation
Creative Destruction Corporate I magination Expeditionary Marketing Culture of I nnovation
Access to Resources
Funding Management Expertise
Being Market -Orient ed
Acquire Disseminate Use I nformation
Relationship Marketing
Partnering w ith important stakeholders
Effective Cross-Functional
Marketing / R&D Collaboration
Enhanced Odds
of Success
Time
Revenue
Pragmatists Conservatives ScepticsVisionairesLead Users
TheCHASM
Gap #1
Gap #2
Gap #3
Time
Revenue
Pragmatists Conservatives ScepticsVisionairesLead Users
TheCHASM
Gap #1
Gap #2
Gap #3
3. Innovation in the High Technology Industry
This document may contain information which is confidential and can not be reproduced --- Guy Laliberté, 2009
Technology Adoption
■ Product Life Cycle (Based on G. Moore “Crossing the Chasm”)
Time
Revenue
Early Majority Late Majority Laggards
Early
AdoptersLead Users
■ Innovators Lead Users : Technology Enthusiasts; They want to try it just to see if it works…
■ Visionaries Early Adopters: They have the insight to match a new technology to a strategic opportunity
■ Pragmatists Early Majority : They fell that some Risk may be taken, but with a good safety nets in place
■ Conservative Late Majority : They are Conservatives that are against discontinuous innovations
■ Sceptics Laggards : They are Sceptics...
4. Innovation in the High Technology Industry
This document may contain information which is confidential and can not be reproduced --- Guy Laliberté, 2009
Technology Adoption
■ Gaps in the Product Life Cycle
■ Gap #1 : The Early Adopters talk to the Innovators
■ Gap #2 : The Late Majority talks to the Early Majority
■ Gap #3 : The Laggards listen to the Late Majority
■ The CHASM : The Early Majority does not talk to the Early Adopters
Moving from one type of
adopters to the next one
Time
Revenue
Early Majority Late Majority Laggards
Early
AdoptersLead Users
TheCHASM
Gap #1
Gap #2
Gap #3
5. Innovation in the High Technology Industry
This document may contain information which is confidential and can not be reproduced --- Guy Laliberté, 2009
■ Gap #1
What ?
The Early Adopters talks to the Lead Users , still Gap #1 occurs.
Not easy to cross but at least they talk so the message is past...
Why ?
Hot technology products cannot be quickly translated into
major new benefits
Esperanto – sorry, only for the enthusiasts
Desktop Video Conferencing took years to be used and only by a few people
Plastic bicycles - same
Business process problems exist to cross Gap #1
Big internal fights Everybody thinks they have the answer but no budget…
How ?
To cross Gap #1 You need to enable a “strategic leap forward”…
The Early Adopters must have a ROI to buy They do not buy technology,
they buy a product that will give them an advantage.
Technology Adoption Before the CHASM
Gap #1
Pragmatists Conservatives ScepticsVisionairesLead Users
6. Innovation in the High Technology Industry
This document may contain information which is confidential and can not be reproduced --- Guy Laliberté, 2009
■ Gap #2
What ?
The Late Majority talks to the Early Majority, still Gap# 2 occurs.
Why ?
The Early Majority is willing and able to become technically competent,
the Late Majority is not.
Will 3D television make it ?
How ?
To pass Gap# 2 you need to ensure user-friendliness, and an ease to
adopt Must be easy to buy and use (KISS)
Pragmatists Conservatives ScepticsVisionairesLead Users
Technology Adoption After the CHASM
Gap #2
7. Innovation in the High Technology Industry
This document may contain information which is confidential and can not be reproduced --- Guy Laliberté, 2009
■ Gap #3
What ?
The Laggards listen to the Late Majority for economic reasons big
enough to make them change.
Why ?
The laggards are the last to take on a new technology. They are
important for the economical success, but not for the technological
development.
They finally bought their first CDs when no new LPs were available on the market.
How ?
To pass Gap #3 no other choices must be available on the market and
a clear economic advantage must compensate for a “very difficult
technology shift”.
Pragmatists Conservatives ScepticsVisionairesLead Users
Technology Adoption After the CHASM Gap #3
8. Innovation in the High Technology Industry
This document may contain information which is confidential and can not be reproduced --- Guy Laliberté, 2009
■ The CHASM
Early Adopters VS Early Majority
They talk about the same technology but not with the same things in mind.
Technology Adoption During the CHASM
Early Adopters
• Fastest product
• Easiest to use
• Elegant architecture
• Product price
• Unigue functionality
Early Majority
• Largest installed customer base
• Most third party supporters
• De facto standard
• Cost of ownership
• Quality of support
They want a ROI Must provide
them a CLEAR advantage
They want to buy from the market leader (but
the market does not exist yet Catch 22 !!!)
Pragmatists Conservatives ScepticsVisionairesLead Users
TheCHASM
Early Majority
Early
Adopters
TheCHASM
Note :
The CHASM exists for
disruptive innovations and
not for continuous
technology innovations.
9. Innovation in the High Technology Industry
This document may contain information which is confidential and can not be reproduced --- Guy Laliberté, 2009
1. How to cross the CHASM ?
■ Use the D-Day strategy
■ Go for a bridgehead In Normandy first (select a market niche to target)
■ You will find resistance be prepared before you begin with the required “tools” to win
■ The Victory Parade may be a long way but if you are successful with your penetration in your
initial niche, you will cross the CHASM and get to the Early Majority market
■ Sales-Driven or Strategy-Driven ?
■ Being sales-driven instead of strategy-driven at first may be fatal and you will only help
someone else cross the CHASM Concentrate your business development efforts and use
a step by step approach !!!
■ What to do ?
Target the point of attack – isolate target customers and their reason to buy (FOCUS !)
Assemble the invasion force – use the whole product principle and choose allies to realize this
Define the battle – create the competition (if there is none, you still need one) and position
yourself (the Early Adopters are looking for a standard so you need to be compared)
Launch the invasion - select the distribution channel, set the “right price” and move fast in the
niche you have selected.
Technology Adoption
10. Innovation in the High Technology Industry
This document may contain information which is confidential and can not be reproduced --- Guy Laliberté, 2009
Now, the surprise…
Technology Adoption
■ In the 20th
century, the time between standards was long enough that almost all
members of the population would have adopted the new technology before the
new standard appeared.
A new audio media standard used to emerge every 10 years (with a 5 year overlap)
The time between the VHS and DVD was even longer 18 years
■ Today, the time between generations of new technology is short enough and the
overlap is now long enough that it is possible to skip one or more iterations.
In 2006, movies were still being released on VHS and DVD as well as HD-DVD and Blu Ray.
Three years later, new releases were no longer available on VHS or HD-DVD but they were
available for digital download through DVRs, IPTVs and, of course, the internet.
With several standards to choose from, there is no pressing need to adopt a new standard.
Instead, it becomes a choice of what to adopt and when to adopt.
11. Innovation in the High Technology Industry
This document may contain information which is confidential and can not be reproduced --- Guy Laliberté, 2009
■ “The CHASM” is changing highly industry dependent...
Technology Adoption
Classical
Early market VS Mainstream Market
Early
Market
Main Stream
Market
The New Reality
The CHASM may have moved
depending on your industry !!!!
Main
Market
Possible Market (?)Lead
Users
Early
Majority
Late
Majority Laggards
Early
AdoptersLead Users
Early
Majority
Late
Majority Laggards
Early
AdoptersLead Users
Early
Majority
Late
Majority Laggards
Early
AdoptersLead Users
TheCHASM
Early Majority Late Majority Laggards
Early
AdoptersLead Users
TheCHASM
Early Majority Late Majority Laggards
Early
AdoptersLead Users
TheCHASM
2.5% 13.5% 34% 34% 16% 2% 48 % 29% 16% 5%
12. Innovation in the High Technology Industry
This document may contain information which is confidential and can not be reproduced --- Guy Laliberté, 2009
■ Evolution of “The CHASM” (1/3)
In the last 10 years, people have become more
and more tech-savvy People are more
comfortable with technology
Adoption of technology is faster today thanks to
Internet, Twitter, Facebook and other social
medias.
The Early Adopters area of the curve is today
much larger 50% of the total market is now
before the CHASM.
Technology Adoption
Main
Market
Possible
Market (?)
Lead
Users
Early
Majority
Late
Majority Laggards
Early
AdoptersLead Users
Early
Majority
Late
Majority Laggards
Early
AdoptersLead Users
Early
Majority
Late
Majority Laggards
Early
AdoptersLead Users
TheCHASM
50% of Market 50% of Market
13. Innovation in the High Technology Industry
This document may contain information which is confidential and can not be reproduced --- Guy Laliberté, 2009
■ Evolution of “The CHASM” (2/3)
Since new technologies is launched more often
and people adoption is faster, it is also replaced
faster.
A new technology rarely has the time to become
the «standard» so the leap from Early Adopters
to Early Majority is more difficult.
Competition appears when you are still working
the Lead Users or early for the Early Adopters
the market is shared faster between the
competition.
To take the market, you must prepare your
penetration strategy considering a small window
of opportunity. The Lead Users must be “internal”
to prevent getting the word out Requires large
budget…
Technology Adoption
Main
Market
Possible
Market (?)
Lead
Users
Early
Majority
Late
Majority Laggards
Early
AdoptersLead Users
Early
Majority
Late
Majority Laggards
Early
AdoptersLead Users
Early
Majority
Late
Majority Laggards
Early
AdoptersLead Users
TheCHASM
50% of Market 50% of Market
14. Innovation in the High Technology Industry
This document may contain information which is confidential and can not be reproduced --- Guy Laliberté, 2009
■ Evolution of “The CHASM” (3/3)
To win the market, you must prepare your
penetration strategy considering a small window
of opportunity to achieve it.
The classical strategy to target a niche and grab
other niches after that may no longer be possible
since adoption is so fast You may have to
penetrate “the market” and not only a niche.
The Lead Users must be “internal” to prevent getting
the word out Requires large budget…
Competitors will jump-in soon after you are “visible
on the market”
Crossing the CHASM now represents huge
investments and is riskier for a smaller portion
of the market still available to be won.
Competitors will fight for it and new technology will
appear before the Late Majority can catch up.
Technology Adoption
Main
Market
Possible
Market (?)
Lead
Users
Early
Majority
Late
Majority Laggards
Early
AdoptersLead Users
Early
Majority
Late
Majority Laggards
Early
AdoptersLead Users
Early
Majority
Late
Majority Laggards
Early
AdoptersLead Users
TheCHASM
50% of Market 50% of Market
Is it worth it for start-ups ???
A bigger partner is often
required
15. Innovation in the High Technology Industry
This document may contain information which is confidential and can not be reproduced --- Guy Laliberté, 2009
1. Aligning R&D & Business Development / Marketing Efforts
■ The product development cycles must be accelerated because there is less time
before the complete product cycle is completed. Often, it is a good strategy to use
3rd
parties technology to fasten the process as much as possible and reduce risks.
■ Synchronize your product development efforts with your market development
efforts. When you develop the technology for your product, you must also develop
your market in order to prepare your penetration. Actions on the market must be
done before you actually have the product completed and ready to sell it.
■ “Innovation” must be represented at the executive level of a company. Innovation is
more then technology developed by engineers and a CTO is a clear message for
investors. This allows coordination between engineering, manufacturing, business
development and marketing A key position but difficult if the “culture of
innovation does not exist in the company”.
Conclusions and a Few Key Remarks (1/2)
16. Innovation in the High Technology Industry
This document may contain information which is confidential and can not be reproduced --- Guy Laliberté, 2009
2. Marketing
■ Branding
■ A strong branding is required to ease market penetration and allow client
retention.
■ Social Medias
■ Use all social medias on the web to help your market be aware of what you are
doing. The difficulty is to do its soon enough but at the same time not too soon.
■ You must analyze periodically the social medias to know what is been said
about your company, group and products. Use those medias to influence
perceptions and be close to your clients (customer proximity).
3. Market Understanding
■ You must understand your market and this takes time and efforts. If your
“beachhead” is very niche or is only a specific program (governmental, defense),
you must work on the customer intimacy to influence his decisions toward your
solution.
Conclusions and a Few Key Remarks (2/2)
17. Innovation in the High Technology Industry
This document may contain information which is confidential and can not be reproduced --- Guy Laliberté, 2009
■ Marketing of High-Technology Products and Innovations
■ Author: Jakki J. Mohr, Sanjit Sengupta, Stanley Slater
■ Crossing the Chasm
■ Author: Geoffrey A. Moore
■ Articles by : Eric von Hippel, Geoffrey Moore, James Utterback and Clayton Christensen
■ Strategic Business Planning
■ Author: Geoff Linton
■ Diffusion of Innovations
Authors: Everett M. Rogers
References