The CRM Market has Gone Majority
Technologies don’t just grow up and get adopted just because they’re good or interesting or even valuable. People adopt innovations – new ideas, practices, tools, methods, or technologies – at different rates. Some adopt quickly, some very slowly, if at all. Most are somewhere in between. The study of adoption velocity is called Diffusion Research. Geoffrey Moore made the adoption curve popular, but Everett Rogers is the guy who did the real scholarly work.
Diffusion researchers use the following terms for the typical ranges of adoption velocity:
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Innovators
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Early Adopters
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Early Majority
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Late Majority
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Laggards
Individuals tend to fall into different categories relative to different innovations. For example, someone
may be an innovator in his/her personnel policies but a laggard in his/her use of technology. Understanding adoption velocity is important for two reasons:
Adoption velocity governs when a particular technology will be bought in relation to the overall life cycle of that technology.
Adoption velocity governs where and how we get to play in the market as a whole.
If you agree with the thesis, you have to agree with the necessary correlates and conclusions. If the market has moved from one phase to another, you can’t rationally conclude that it will fail to behave according to the dictates of that phase just because of your need to believe.
If the market is still in the early adopter phase, a value proposition based on technical elegance and
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© Copyright 2008, Kevin Hoffberg
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