Geoffrey Moores Chasm Model - Research Paper Example

Analyzing Geoffrey Moore's Chasm Model Geoffrey Moore’s Chasm Model The Chasm Model The Chasm Model rendered by Geoffrey Moore focus on the marketing activities of products produced involving high technology interface. More specifically the Chasm Model relates to the transfer of technology from one end to another. Geoffrey Moore through the use of the model endeavored to reflect the cycle of technology adoption through the identification made of five types of main adopters. The five main adopters identified can be listed as follows. The first adopter is termed as the innovators that constitutes of people who easily adapt new technology or new processes. This group needs to be first taken into consideration for they would help in endorsing the new technology being introduced. The second group relates to such people who are known as the early adopters. These people tend to identify the benefits related to a technological innovation and thereby tend to increasingly link such benefits to the operations conducted in their firm or organization. Further these people tend to work more based on the level of their intuition and thereby does not tend to depend on any referred source of study or knowledge. The third adopter segment identified in this model is referred to as early majority. Like early adopters these people also work on their level of intuition in regards to decision making or purchase actions. However unlike early adopters these people work in a pragmatic fashion such that they measure or evaluate their actions against referred or authentic sources of information. Hence they not only successful into entering new territories but also can gain high amount of revenue and profits. Another adopter group in the fourth category relates to late majority people. These people however tend to avoid being drawn to new technologies or innovations. Rather they tend to depend on standardized and well recognized sources to gain resources for their business. Thus gaining over this source helps the research and development team to counter the loss of profits and rather meet the expenses incurred. The final group of adopters in the fifth category relate to a population known as laggards that do not go for new technology products. Rather they tend to depend on other products for their survival. Moore’s Chasm thus refers to the difference between the two segments of technological diffusion relating to the early adopters and the groups known as the early majority. The first group is understood as potential visionaries that tend to bring about new thoughts and ideologies while the latter are held to depend on pragmatic ideas (Dams 88; Moore 12-13). The Chasm Model in Regards to Consumer Behavior The Chasm theory of Moore’s when dealt in regards to consumer behavior identifies early adopters as those people that rush over to the market place in sight of new technology or products being introduced. In other words the early adopter group of consumers tends to take to higher purchase risks in that they go for untested products that have been introduced in the market. However it must also be understood in here that the early adopters also endeavor to look for specific value in regards to the products they ought to procure from the market. Thus a separate culture needs to be developed where the consumers would be introduced to the values and benefits they ought to obtain from the product or service. Unlike the early adopters the early majority consists of such population groups that would not go for rightly procuring a product or service unless and until they have rightly evaluated such to satisfy their needs and aspirations. Henceforth these people need not be introduced to values and benefits of the products. Rather they endeavor to conduct a market research on the people who have been using such product or service. The process through which the behavior pattern of the early adopters can be infused to look for proper benefits and positive experiences before procuring such can be held as a means to earn a breakthrough in the Chasm. Herein early adaptors start behaving as the early majority groups in trying to learn the benefits accruing from their purchases (Gotts and Rowsell). Analysis of Technology Products based on Chasm Model Electric vehicles The market for electric vehicles drastically failed in that it failed to follow the Moore’s Chasm Model. It is found that in United States the production of commercial and passenger vehicles run on electric power gained potential recognition in the initial period. However the target market for vehicles in United States constituted mainly of consumers falling in the category of early majority. Thus these people though had recognized the innovative capacity in regards to the electric vehicles endeavored to evaluate whether there was enough of customer care support. The consumers failed to locate enough service stations for the electric charged vehicles where the cars could get potentially recharged through the use of battery chargers. Thus the use of electric cars as a potential medium for tour operations whether in the individual or group level gradually was put off use. Marketing and production strategy for electric vehicles would have gained due sustainability in the market place if it would have evidently followed Moore’s Chasm Model. Evaluation of the market place by the producers and vehicle marketing teams based on Moore’s Chasm Model would have helped them to rightly understand the target market for the product to be constituted by Early Majority groups. Surveys conducted to understand the desires and needs of the target markets would have helped the vehicle production and marketing teams to construct and place effective service stations to service the consumers. This strategy put in place would have helped the market for the electric vehicles to gain the support of consumer groups like ‘early majority’ and ‘late majority’ that tend to rely on user’s experience and other acknowledged sources of information prior to purchase of products. Henceforth the electric vehicle as a high innovation product would have gained a sustainable and profitable market if it would have effectively followed the ideology reflected in the Chasm Model (Shane 33). XSense Sensor Film The XSense Sensor Film unveiled by Atmel in recent times is held to transform the existing touch screen mobile phones. The use of the XSense Sensor Film in regards to the touch screen technology is taken to transform the touch screen usage by the consumers through helping them to get mode wider and edge curve touch screens. These screens would be made ready for use in the third quarter of the 2012 period and would be used mainly in the construction of Smartphone and other gadgets like Tablets (Jose, “Atmel Unveils XSense - Revolutionary Flexible Touch Sensors that Enable a New Era of Capacitive Touchscreen Designs”). In the initial period the XSense Sensor Films that would be put to use would vary along a size of three to eleven inches. The production of the XSense Sensor Films for usage in touch screen phones and gadgets is held to earn success in due time in that it follows the Moore’s Chasm Model. Production of the XSense Sensor Film is taken by the innovators to gain due recognition in that the film aims to meet the needs and aspirations of the target market. The market for touch screen is found to be a larger and growing market of around $10 billion that in turn demands lighter, larger and slim type sensor screen models. Consumers in the target market for XSense Sensor Films relate to the ‘early majority’ type of people in that they are accustomed to the usage of touch screen technology. These users groups thereby tend to demand for a modification in the size and thinness of the films used in the touch screen phones and gadgets. Thereby it can be mentioned that the Chasm Model earns effectiveness in the analysis of the market efficiency for the XSense Sensor Films in regards to Smart phones and other gadgets (Takahashi, “Atmel unveils sensor film that could revolutionize touchscreens”). Bre E-Cigarette The E-Cigarettes or Electronic Cigarettes are observed as an effective tactical option in regards to normal cigarettes where it does not require the use of tobacco to warm up the nicotine. Instead the cigarette users can gain satisfaction through the use of a battery that helps in heating up the level of nicotine to reach the lungs. In that the battery holder that is shaped like a cigarette has a cord that helps the battery to be charged for spontaneous usage. The Bre E-Cigarette Model evolved by First Union Group of China also uses a battery to heat up the nicotine layer. The battery holder has a USB Chord Extension for helping it to get charged for continuous use. The innovation is built up on two types of specifications of 98 millimeter and 13 millimeter containing proportionate amount of nicotine liquid to help the user gain 200 puffs in being charged for two hours (First Union Group, “Disposable E-cigarette BRE”). This innovation also duly operates on the Chasm Model of Geoffrey Moore in that the market for E-Cigarettes constitutes of people that are matured and procure the product through rightly acknowledging its benefits. It is observed that the market for the product in United States have risen from $10 million to $100 million within a span of one year ranging from 2008 to 2009 (Maisto, Galizio and Connors 166). Thus reflecting on this type of market referred to as ‘early majority’ the Bre e-cigar model is launched with some enhancements made in the battery life and packaging styles for corporate. Thereby it is expected that this new model would gain due recognition in the western markets like United States and United Kingdom. Consumers of Bre E-Cigarettes thus firstly have knowledge of the innovation in place and its related benefits and again can gain the knowledge of user’s experience to such products in different markets (Marlatt, Larimer and Wikiewitz 125). ISC West Roundup ASSA ABLOY through the use of a wireless technology platform, Aperio worked to introduce 46 new innovative security products. These security products help in connecting multiple door or different cabinet openings to an already existing electronically run modified control system helping in gaining due access. This technological modification helps in reducing a large amount of installation costs and complexity and thereby tends to gain due popularity (Locksmith Ledger, “ISC West Roundup: ASSA ABLOY Unveils 46 New Products”). The technological innovation of Assa Alboy in regards to the paradigm of access controlling activities can be analyzed in regards to the Chasm Model of Geoffrey Moore. It is observed that the market for access control products is still young and thereby demands newer modifications and innovations to be rendered in the products. The market consisting of domestic, professional and educational entities tend to reflect enhanced interest for the new access control products through gaining knowledge based on experiences in related sectors (Griffin, “ISC West 2012 access control roundup”). This type of a market for the product rightly satisfies the ‘early majority’ classification in the Chasm Model. In that it can be stated that the launch of the innovative access control products works based on the Chasm Model rendered by Geoffrey Moore. The market for the access control products thereby happen to work as trend setters thereby guiding the different firms to produce highly effective and innovative access control models. Conclusion The Chasm Model rendered by Geoffrey Moore tends to divide the market for innovative products into five main categories. The first category relates to those individuals or groups that are known as innovators. The second category focuses on groups that are referred to as ‘early adopters’ in that they rely on their levels of intuition in regards to purchasing an innovative product rather than on existing information. They link the benefits that would be gained from the innovations to their daily usage. The third category consists of ‘early majority’ class that is considered as pragmatists in their endeavor to evaluate their purchase decisions of innovative products based on acknowledged sources. Finally the fourth and fifth category is constituted by ‘late majority’ and ‘laggards’. Here in the case for the chasm in regards to the second and third category is dealt in relation to four case studies pertaining to highly innovative products. Evaluation made reflects that the Chasm Model of Geoffrey Moore is a highly effective model in understanding the right marketing tactics that need to be employed for marketing of high technology products. References Dams, Dennis. Theoretical and Practical Aspects of SPIN Model Checking: 5th and 6th International SPIN Workshops, Trento, Italy, July 5, 1999, Toulouse, France, September 21 and 24, 1999: Proceedings. United States: Springer, 18-Oct-1999. First Union Group. “Disposable E-cigarette BRE”. No date. http://www.mini-e-cigar.com/tradedetails7166.html. 23 May, 2012. Gotts, Ian and Rowsell, Dominic. Why Killer Products Don't Sell: How to Run Your Company to a New Set of Rules. New York: John Wiley & Sons, 20-Oct-2009. Griffin, Joel. “ISC West 2012 access control roundup”. 30 March, 2012. http://www.securityinfowatch.com/article/10685140/isc-west-2012-access-control-roundup. 23 May, 2012. Jose, San. “Atmel Unveils XSense - Revolutionary Flexible Touch Sensors that Enable a New Era of Capacitive Touchscreen Designs”. 5 April, 2012. http://www.digitalmanufacturingreport.com/dmr/2012-04-05/atmel_unveils_xsense_-_revolutionary_flexible_touch_sensors_that_enable_a_new_era_of_capacitive_touchscreen_designs.html. 23 May, 2012. Locksmith Ledger, “ISC West Roundup: ASSA ABLOY Unveils 46 New Products”. 2 May, 2012. http://www.locksmithledger.com/article/10693705/isc-west-roundup-assa-abloy-unveils-46-new-products. 23 May, 2012. Maisto, Stephen A., Galizio, Mark and Connors, Gerard J. Drug Use and Abuse. United States: Cengage Learning, 18-May-2010. Marlat, G. Alan, Larimer, Mary E., and Wikiewitz, Katie. Harm Reduction, Second Edition: Pragmatic Strategies for Managing High-Risk Behaviors. New York: Guilford Press, 29-Dec-2011. Moore, Geoffrey, A. Crossing the Chasm. New York: Harper Collins Publisher, 2002. Shane, Scott A. Technology Strategy for Managers and Entrepreneurs. New Delhi: Pearson Education India, 2009. Takahashi, Dean. “Atmel unveils sensor film that could revolutionize touchscreens”. 4 April, 2012. http://venturebeat.com/2012/04/04/atmel-unveils-sensor-film-that-could-revolutionize-touchscreens/. 23 May, 2012. Read More