Bo Bäckman: Diffusion – how and why an innovation catch on or not.
20/1 2010
Examples: Blu Ray, Mobile TV and Mobile Internet.
Diffusion is about how a new product spreads. These examples are from 2008 and of course it is necessary to measure continuously but there are no continuous data. It is more an analysis of the starting point 2008 and based on interviews from the SIFO Internet panel. The aim was to measure the initial ability to create attention and acceptance. An innovation can be helped on the way by a Superbrand but if the concept does not catch on it might cause harm to the Brand
Charts from in depth interviews (2008) to understand the Why.
1. The Blu-Ray player:
Conclusion: It is a matter of knowledge and cost consciousnes.
In-depth interviews showed that:
Too many were too satisfied with the quality they had today on their DVD-player. Why bother to learn more? Why pay extra? A few had moved on to new media before – Mini Disc and soon noticed that the number of titles was very limited and CD/MP3 was simply better and cheaper. They learnt their lesson. But in the long run better quality will win – the diffusion will take time though.
2. Watching TV on the mobile
Conclusion: A downright refusal – so far.
In-depth interviews showed that:
The perception was that it is too small, you won´t be able to see and what is wrong with my new flat TV?
Very few had the right phone and those who had it didn´t know how to do it.
Some started to talk about WebTV and the possibilities that would give with a TV in the mobile: Watch TV whenever and wherever you want. Seems like the combination will drive the diffusion of TV in the mobile. But what will it cost? Most are used to flat rates and no rates and the price sensitivity is high. In the information trailers in SVT they “warn” that the operators will charge an unknown amount.
Of course the technology interest plays an important role. After all it is only 11 % that consider it very important to be updated on technological development. They notice faster and want to try faster.
But SVT is early out of the starting blocks: Peter Settman, who does not have an image of a young technology freak, informs on SVT about TV in the mobile. He can surely move the diffusion of Mobile TV in the not so technology advanced groups. And he will be helped by the operators and the manufacturers of mobile phones.
3. Mobile Internet
Conclusion
Internet is a must – anywhere and anytime
In-depth interviews showed that:
Internet is necessary and the habits are almost compulsory. They are easy to bring to the mobile and the barriers in terms of settings are overcome because Internet is a must
4. Comparison
The prime obstacle is to create interest – Blu Ray didn´t.
The Idea that a TV in my small mobile would create interest is dumb.
Mobile Internet is to prolong the very important Internet habits.
(Source: TNS SIFO’s Internet panel 2008. 500 interviews.)
Bo Bäckman