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TMCVocabulary

How to Map an Adoption Curve

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By Jack Reader

The enterprise networking Company was no exception, but felt that prudent technology and product investment strategy required a sense of when, where, and how RFID technology would be adopted by specific target customers who would need to upgrade their networks.

How Strategic Marketing Course Concepts Apply
The Company decided to build a 3-year Adoption Curve model for RFID to inform solution investment decisions.   From history in internet networking, the Company knew that certain customers, and certain market segments, tended to be Early Adopters of innovations in enterprise networking.  Since it believed that most early RFID revenue opportunity would be in IT and network planning services, it was critical to understand which specific accounts, in which geographies, and in cooperation with which third party suppliers, should take priority in service infrastructure and relationship development.

RFID networking also offered the potential for investments that would increase the intelligence of the network and thereby enhance the Company’s value proposition versus computer suppliers.  To make these larger bets in product development, or acquisition, the Company wanted a better sense of when high volume RFID-related networking demand might materialize.

Strategy
The Company used three methods to build an RFID adoption model:

  • Commission a specific and granular enterprise data networking market forecast from a well-known IT market research firm
  • Study the adoption histories and paths of previous Auto-ID technologies, especially that of barcodes
  • Create hypotheses of early RFID adoption by account and by IT partner, and then talk to these targets in-depth about RFID plans, adoption barriers, drivers, and timing.