The consumer adoption process is a process that the consumer goes through when presented with a new product. They become aware of the product, gain interest in it, evaluate it before purchase, and finally try it. If they like it, the consumer will continue to buy the product (known as adoption). The final stage of the adoption process is internalization. It can be described as the degree to which a product becomes an integral part of the consumer’s life. Diffusion of innovation is not a stage-wise process, but a curve that describes how quickly (and why) an innovation is spread through society.
Pervasive computing is essentially when portable devices are involved in information processing, in a way that is simple and in-line with everyday tasks. In some cases, users may not even know it is occurring. Pervasive computing can be a useful tool to marketers. For example, in the future, RFID could be used to target advertising very specifically. If a shopper enters a fitting room with certain items (with individual RFID tags on each), a display could recommend other items that they may like inside the store.
The strategic drivers of wireless adoption are:
Context – Providing information when and where the customer needs or wants it
Localization – Location specific information – Highway sign tells attractions in the area
Personalization – Information can be tailored – Notification of stock price dropping below a certain point
Time sensitive – Information must be provided at a time that makes sense for the consumer – Coupon is delivered while in specific store
High value – If the coupon isn’t very valuable, it won’t be welcomed
Voice activation – It is not safe to use keyboards (like while driving)
One-click payment mechanisms – Consumers may be unwilling to enter complex information or transmit credit card numbers; simple, secure payments are a must
Security – Transactions must be secure – user identification (embed or smart card) are required
Privacy – Personal information must be protected
Expanded permission marketing – Opt-in is not enough; where, when, and how frequently consumers want information is important – database must be updated in real time