Chapter 14 Review:
The consumer adoption process is:
Awareness → Interest → Evaluation → Trial → Adoption → Internalization
Diffusion of Innovation:
Innovators (2.5%), Early Adopters (13.5%), Early Majority (34%), Late Majority (34%), Laggards (16%).
The innovators buy new products as soon as they are released. They stand in waiting lines to purchase the products the day they are released. The Early Adopters wait a little while to purchase the new products, they want to hear the first impacts of WOM. The early majority usually wait a month or 2 to purchase the new products. They research the product and the alternatives. Late majority, wait a year or so to purchase the products, and laggards wait a really long time to purchase the products.
Pervasive Computing:
Pervasive Computing- A powerful concept that implies that a single person has access to myriad computing devices to assist in performing all sorts of daily tasks. It is based on the idea of making computing power available in virtually every aspect of everyday living and making the computers themselves invisible to the users. The goal is to enhance the world of everyday activities by using embedded devices that perform without human intervention. For example: telephone calls can be automatically forwarded to wherever the recipient may be, receptionists actually know where people are, computer terminals retrieve the preferences of whoever is sitting at them, and appointment diaries write themselves. MAJOR CHALLENGE: This can eliminate many jobs, especially in the service sector.
We have a great deal of experience to suggest that new technologies are usually not simple, especially in the early stages of their development or user adoption. Complexity can retard the diffusion of an innovation. Example: Speedpass (ExxonMobil gas pumps).
The Pervasive Challenge: Marketers must seize the opportunities presented by the changing technological environment and develop new products and services that successfully take advantage. Companies must develop products that will be easy to use and, in doing so, will not slow down the diffusion of innovation of that product.
Strategic Drivers of Wireless Technology:
3G technology is meant to increase the speed of cell phones and other mobile devices. Strategies:
• Context: Providing necessary information when and where the customer need or wants it.
o Localization: the wireless device has a built in GPS tracker. It can tell you what businesses are around your area.
o Personalization: you can select what alerts you want and the frequencies of the alerts
• Time sensitive: Information must be provided at the time appropriate to the customer.
• High Value: the functions available through wireless technology must be worth enough to attract customers to adopt wireless technology.
• Voice activation: being able to use your wireless device hands-free to comply with certain policies, and safety precautions.
• One-click payment mechanisms: secure authorized methods of m-commerce whithout having to input your credit card information for every transaction.
• Security: users must be assured that the data transmissions are secure.
• Privacy: and private
• Expanded permission marketing: the information and promotions people are willing to received on their mobile devices.