Discontinuity Model
Navigate tech adoption
The Discontinuity Model helps high-tech companies understand the impact of paradigm shock and application breakthroughs on the Technology Adoption Life Cycle. It provides a framework for navigating the transition from the tornado phase to Main Street, where companies must adapt to changing market conditions and customer needs. The model consists of four quadrants, each representing a different stage of the life cycle, from the early market to Main Street.
- Paradigm shock can be a significant barrier to technology adoption.
- Application breakthroughs can drive technology adoption by providing significant benefits to end-users.
- The Discontinuity Model provides a framework for understanding the impact of paradigm shock and application breakthroughs on the Technology Adoption Life Cycle.
- Assess Paradigm ShockEvaluate the level of paradigm shock associated with a new technology, considering factors such as the need for new skills, changes to business processes, and potential disruptions to existing systems.Pro tipUse a paradigm shock assessment framework to evaluate the potential impact of a new technology on your customers and business.WarningUnderestimating paradigm shock can lead to significant adoption barriers and slower market penetration.
- Evaluate Application BreakthroughsAssess the potential benefits of a new technology, considering factors such as increased productivity, cost savings, and improved customer experience.Pro tipUse case studies and customer feedback to evaluate the potential application breakthroughs of a new technology.WarningOverestimating application breakthroughs can lead to disappointed customers and a failed market launch.
- Plot the Technology on the Discontinuity ModelUse the Discontinuity Model to plot the technology on the life cycle, considering factors such as paradigm shock, application breakthroughs, and market penetration.Pro tipUse the Discontinuity Model to identify potential market opportunities and challenges.WarningFailing to plot the technology on the Discontinuity Model can lead to a lack of understanding of the market dynamics and potential pitfalls.
- Develop a Marketing StrategyDevelop a marketing strategy that takes into account the paradigm shock, application breakthroughs, and market penetration of the technology.Pro tipUse the Discontinuity Model to inform marketing decisions and develop targeted marketing campaigns.WarningFailing to develop a marketing strategy that takes into account the Discontinuity Model can lead to a failed market launch and poor customer adoption.
Hewlett-Packard's 200LX was a pocket-sized palmtop PC that came with Lotus 1-2-3 and other software. The company faced a challenge in determining where the product fit on the Technology Adoption Life Cycle, and ultimately decided to position it as a PDA.
Lotus Notes was a software product that faced challenges in determining its position on the Technology Adoption Life Cycle. The company ultimately decided to focus on vertical markets and develop a whole product strategy.
The Discontinuity Model was developed by Geoffrey A. Moore as a way to help high-tech companies understand the complexities of the Technology Adoption Life Cycle. Moore recognized that the life cycle is not a linear process, but rather a complex and dynamic system that requires companies to adapt and evolve in response to changing market conditions.