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LECTURE L07BECOMING INVISIBLE
Steve Jobs Apple Special Event 27. January 2010
iPad
The iPad was released April 3rd From January to April there was a lot of discussion about the iPad
And there were more sceptics than not
And how was the response, again?
300,000 iPads were sold on their first day of availability By May 3, 2010, Apple had sold a million iPads
iPad
Inflection Point
Shift in Computing
Where is the C-drive?
Computer anyone can use
The computer just disappeared
Computer you use standing
Shifting focus
Technology Adoption Life Cycle - The Law of Diffusion of Innovation
TECHNOLOGY CONSUMER
Technology Adoption Life Cycle - The Law of Diffusion of Innovation
OBVIOUS INVISIBLE
Technology Adoption Life Cycle - The Law of Diffusion of Innovation
ANALYTICAL THINKINGEMOTIONS AND
FEELINGS
User Centred DesignDon Norman
Computers are still pretty complicated technology
Consumer Devices
The Computer and the Internet
disappear
Source: Morgan Stanley Research https://techpinions.com/the-terrible-tablet-tantrum-part-1/30840
Inflection pointsWhen technology changes business
Rapid growth starts
Decline of growth starts
Hype Curve
Wired Magazine editor (former) Chris Anderson on the Hype Curve and forecasting
TheHypeCycle Agraphicrepresentationofthematurity,adoptionandbusinessapplicationofspecifictechnologies
Peak of inflated Expectations
Technology TriggerTrough of Disillusionment
Slope of Enlightenment
Plateau of Productivity
NASDAQJanuary2000
The Internet Bubble
NASDAQJanuary2000
The Internet Bubble
NASDAQJanuary2000
The Internet Bubble
Source: ITU, a16z, Benedict Evans slides
GROWTH INTO THE BUBBLE
Source: ITU, a16z, Benedict Evans slides
GROWTH SINCE THE BUBBLE
The Internet Bubble
The Railway Bubble
RailwayStockinBritainThevalueofrailwaystockgrew4foldfrom1826to1846Manycompanies,heavyover-investmentThebubbleburst1846
Anderson’s Grand Unified Theory of Technology Trends
Anderson’s Grand Unified Theory of Predicting the Future
All important technologies go through four states, or at least four stages, in their lives. Each stage can be seen as a collision, with something else. The stages are:
1. Critical Price 2. Critical Mass 3. Displace another technology 4. Become nearly free
Theory of Predicting the Future
Technology Adoption Life Cycle - The Law of Diffusion of Innovation
TECHNOLOGY CONSUMER
Industrial Design
As technology matures, design becomes important
Industrial Design
Technology Adoption Life Cycle
The talent of the company that made the product in the early days may become wrong when the product matures
The organisational structure of companies need to change when the company moves from technology to products/services
Organisations which design systems ... are constrained to
produce designs which are copies of the communication structures
of these organisations
Conway’s Law
To whom does the designer report to? A programmer?
1983 1997
Jonathan Ive
TECHNOLOGYBUSINESSDESIGN
When will the earlymajority pragmaticsstart buying a product?
The value of the productis sufficiently great orgood-enough
Technology Life Cycle
Earlyinthecycle,technologyisimportant Whentechnologybecomesgoodenough:
ValuebecomesmoreimportantDesignbecomesmoreimportantTechnologyisnolongerthevariablethatcontrolspurchasesImprovementsloosetheirglamour
Customersarelookingforthingslikevalueconvenience,productivity,ease-of-use,low-cost,reliability
Emotions
Technology Life Cycle
Life Cycle of Technology ThemovefromTechnologytoCommodity
Theneed-satisfactioncurveoftechnology
The Market of CommoditiesWhat happens when a market becomes mature? Karaoke Capitalism takes over
Red oceans All the industries in existence today —the known market space Industry boundaries are defined and accepted, and the competitive rules of the game are known
Strategy for creating new markets Make the competition irrelevant Blue oceans denote all the industries not in existence today—the unknown market space, untainted by competition
Creating Blue Oceans
Instead of focusing on beating the competition, you focus on making the competition irrelevant by creating a leap in value for your buyers and your company, thereby opening up new and uncontested market space
Value Innovation
DISRUPTIVE TECHNOLOGY
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