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Diffusion of 3G Products and Technologies - Essay Example

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In this research, the two major diffusion models by Rogers and Bass are discussed and used to understand the diffusion process of 3G technology products. The advantages and the limitations are analyzed for the technology or products and the future potential for its success is predicted…
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Diffusion of 3G Products and Technologies
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"Diffusion of 3G Products and Technologies"

Download file to see previous pages This research will begin with the statement that the product or technology that is a new innovation and has to be marketed successfully needs effective planning for developing, marketing and sales and enhancements to reach out to the potential customers and further find a place for itself in the market, thus avoiding failure. This can be deduced from the popular theory of diffusion of products and technology where the process is understood in general and the technology and product’s trends and their market is identified by studying the driving factors of the market with reference to the product. Key elements like the communication channels and the market segment for the product over a certain period of time are discussed and used to assess the success of the product in the market and also the potential enhancements that can be made are traced. The process of diffusion of an innovation is primarily concerned with the communication of its characteristic traits to the potential market segment over a certain period of time. It is related to the extent of penetration of the product in a certain time and the specific channels of communication adopted after identifying the characteristics of the market segment. The success of any new product or innovation is assessed initially before the innovation itself by identifying the various factors that influence its success in future. Two basic models for understanding the diffusion process are Rogers model and Bass model....
2. Diffusion theory and 3G

The process of diffusion of an innovation is primarily concerned with the communication of its characteristic traits to the potential market segment over a certain period of time. It is related to the extent of penetration of the product in a certain time and the specific channels of communication adopted after identifying the characteristics of the market segment. The success of any new product or innovation is assessed initially before the innovation itself by identifying the various factors that influence its success in future. Two basic models for understanding the diffusion process are Rogers model and Bass model. While both these models provide an adoption curve where interpersonal influences are the major learning factors, Rogers model is based on the normal distribution curve with a two stage diffusion process of categorizing the adopting market segment and further using the moving target market approach over the identified adopting segment to gain a deeper penetration. Hence, Rogers model does not predict the innovator and early adopter relation and also cannot be implemented until the diffusion process is complete. Bass model on the other hand, stresses on actually predicting the shape of the adoption curve or the time and magnitude of the peak of the curve, thus giving a clear idea of the success of the innovation as the role of the innovators is represented better than with Rogers model (Wright, Charlett, 1995: 7).

Bass model as a tool is used to describe the spread of innovation in a market and also helps predict the sales over a period of time, based on the external and internal influences on the innovation. The Bass formula for predicting the market penetration of an innovation uses the three parameters- which are the ...Download file to see next pagesRead More
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