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CHASM MARKETING
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What is CHASM?
TECHNOLOGY ADOPTION LIFECYCLE
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Chasm & High-tech product
Continuous Innovation
Discontinuous Innovation
- Most high-tech products
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What is Chasm marketing?
A marketing strategy that is devised as a solution of getting out of the quagmire which is named CHASM
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Example Selection : Why?
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Example Selection : Why?
Similarity of reasons
why they experienced ‘Chasm’
Analyzing both cases comes up to overcoming strategies
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RFID Suffered from Chasm
Radio Frequency Identification (“Chips, Tags”)
Advanced AIDC(Automatic Identification and Data Capture) Technology compared to Barcode
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Bar-code
RFID
Type
Non-contact styl…(생략)
① Costs
② Utility
① Insufficient Infrastructure
② Impracticality
③ High Price
① Overcoming High Price
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(0.3% annually) from 2005 to 2007.
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WIRELESS INTERNET
The usage of wireless internet was also limited to certain functions.
Downloading dial sound(64.8%)
Game/Movie/Music(8.0%)
E-mail(7.8%)
News(6.8%)
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Wireless Internet
① Insufficient Infrastructure
highly relying on other instruments such as
laptop and PDA, which did not form a complete
infrastructure in the market
Why early majorities didn’t show their interest?
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Wireless Internet
② Impracticality
Most of the services were used at home, and
therefore not much needed outside.
Why early majorities didn’t show their interest?
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③ High Price
Free price programs in the wired internet needed to
be highly paid in wireless internet
Why early majorities didn’t show their interest?
Wireless Internet
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Wireless Internet
How they overcame chasm?
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① Overcoming High Price
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