Monday, August 27, 2012

Post 2: Innovation Attributes


Please choose an innovation that you are familiar with and rate it according to each of the five innovation attributes discussed by Rogers. How do these attributes affect the adoption rate in this particular case? Are there any other attributes that one may need to consider?

10 comments:

Rebecca Peterson said...

I will use our family's purchase of a netbook three years ago as an example of how Rogers' 5 adoption attributes affected us. We bought an Acer (cheap brand!) netbook during a Christmas promotion in 2009.
1. Relative Advantage: We bought it for one of our high school kids first of all because of price; it was much less expensive than a full-sized lap top. We also thought that it would be lighter to haul to school, had longer battery life than a full-sized laptop, and would have enough processing power for any homework a high school student would need.
2. Compatibility: The netbook used the same cables and USB connectors, MSWord products, and O/S as our PC at home so we were comfortable with ease of operation.
3. Complexity: see #2 above.
4. Trialability: My husband and I played around with the netbook a bit in the store before purchasing it and it still seemed like a good idea. Should have let the student in question review features first, but because it was a Christmas present we unwisely did not.
5. Observability: I had seen a few students in the classroom using a netbook and they said they were happy with them. Our experience was not the same. Read on...
On to Rogers' 5 stages of the innovation diffussion process...After the 'knowledge,' 'persuasion,' and 'decision' processes describe above, our son 'implemented' the netbook and found it to be slow, missing a camera, and all-around disappointing. At the same time, regular laptops were getting lighter, faster, and cheaper, thereby negating the perceived advantages that lead us to buy the netbook in the first place. Then, along came the iPad and, well, you all know what happened to the netbook after that!

Mary Pei said...

The reason I bought iPhone 4 two years ago is not because I was an Apple fan, simply because I was tied of the free phones I had adopted for many years, I wanted a new one that is supposed to be different and pretty. The five innovation attributes discussed by Rogers can well describe how I adopted my first iPhone.

1. Relative Advantage: The most important advantages that iPhone attracts me are: Firstly, I don’t have a GPS. I can easily use Google Map on iPhone to locate where I am and find directions on it; Secondly, the camera of iPhone 4 is good enough to replace my old big one that I used to carry on vacation. The last one but not the least is I can see weather, check stocks and get news update with a simple tap on its polished screen.

2. Compatibility: The iphone supplants my needs by playing various possible roles in my daily life: communication, computing, GPS, camera, TV and information management. It’s simply more like a collection of those roles but doesn’t change much of my behavior.
3. Complexity: The iphone simplifies computer and camera. I frequently use iPhone to check news and take pictures because it’s easy to use. Again, a simple tap on its polished screen help you access your content.

4. Trialability: A sales person in Apple store showed me how to use iPhone. I tried a couple of them in 10 minutes and then decided to buy. Apple store is a good place to try Apple products.

5. Observability: Before I adopted an iPhone, I have seen people playing with it on TV, movies and some public places. It seems to be a fashion accessory. Some of friends frequently used it when we were waiting in line. Also, it’s hard for me to ignore the post of the most recent iPhone outside of an Apple store when I was shopping in mall.

It didn’t take much of my time to make a decision of owning an iPhone. Apple has done an excellent job to promote its innovations. The five attributes of iPhone has been preached to maximization. The case of iPhone suggests that marketability could be an attribute that we may need to consider when discussing the adoption rate of an innovation.

Sarah Wiley said...

Smartphone technology

Cell phones today have the ability to not only make calls and send text messages but also show videos and photos, check e-mail and surf the web. Since I don’t own a smartphone my answers will surely be different than if you ask someone who owns one.

1. Relative advantage – is it an improved version of a cell phone? For some, it provides improved access to applications they normally use on a computer. For me, I don’t need the need for extra gadgets so there is no relative advantage.

2. Compatibility – It is compatible with most people’s desire to be ‘plugged in’ (Twitter updates, Facebook notifications, e-mail and news alerts). From a hardware perspective, many are compatible with both computers and major phone providers. In some cases, major phone providers will be making smart phone compulsory. (I was told last week that I would have to update to a smartphone by January because the network I know use will be obsolete. I should probably look into that…)

3. Complexity – There are many different styles of smartphone – some a flip phones, slid out keyboards, touchscreens. I am partial to my regular cell phone (non-smartphone? Dumb phone?) because I know the keyboard so well I don’t have to look at the screen when I message. I am comfortable with the model I have and have no desire to change it.

4. Trialability – Since most people already own one, I have had a chance to try many of them. Also, many cell phone providers have stores where you can go try out different models.

5. Observability – If the desired result is to be plugged in more frequently, then a smartphone easily fills this need. If the desired result is to make a phone call or send a text message however, then there is no difference in observable results.

Ultimately, I am a laggard here because smartphones are the norm now. I am told they are easy to use, allow greater access, and overall improve communication. But because I see a low relative advantage and compatibility with my life I don’t want to switch. However, if it is true what the saleslady said then it might just become a case of authority-innovation decision making and I will have no choice.

Rebecca Peterson said...

I still have a Blackberry - techies laugh at me when I tell them. But complexity is #1 reason I don't buy an iPhone or use my smart phone to its fullest capacity. Don't want to take the time to learn a bunch of new stuff when relative advantage for me hasn't really been proven yet. I find the camera, GPS, weather, and Google search are enough for me :) My kids have iPhones and I guess I consider them opinion leaders when it comes to influencing me to buy technology, so maybe I'll succumb eventually...

Raeann Ritland said...

Innovation: iPod Touch. My dad bought my mom and iPod as a gift shortly before she upgraded her phone to include a data plan. Because she no longer had any need for the iPod (due to Internet access on her phone), she “gave” it to me.

1. Relative Advantage: Originally, the advantage of the iPod was the on-the-go access to Internet that no one in our family had on our phones. It meant paying one lump sum versus a monthly fee to the cell company. (A potential disadvantage is the necessity for wireless access versus the 3G capabilities of cell phones. That is, you can’t use the iPod just anywhere.) The biggest advantage was definitely convenience; I no longer have to find a computer to check my email or Facebook, which is a huge plus considering I do not own a personal laptop, and I commute 30 miles every day.
2. Compatibility: Despite the fact that my family uses PCs at home, the iPod was compatible in that it syncs to iTunes, which can be used on either a Mac or a PC. Also, the charger for the iPod can be plugged into the wall, or it can be charged using a computer (either Mac or PC). Finally, our iPod is not typically used in conjunction with other “innovations” (at least by me/my family), so we didn’t have to worry about it being compatible there.
3. Complexity: Upgrading the software on the iPod proved challenging, but on a day-to-day basis, the ease of use is quite simple. Because it is a Touch, all you have to do is push what you want.
4. Trialability: This attribute was very low initially. My father is old school and does not do well with technology. Because he was purchasing it as a gift, my mom did not get to try it out first, and Dad would have no idea how to “try it out” even with the opportunity to do so. However, since it was handed down to me, I got to test it out all I wanted without worrying about how much it was going to cost me, making the trialability high for me.
5. Observability: I had never really noticed or paid much attention to people with iPod Touches before (I am averse to buying expensive products whose lifespans are almost always short, due to upgrades and new innovations), but a friend of mine did have one, so I was able to see her use it and observe its usability. She also let me try it a couple times when she needed help winning a game.

All these factors would influence the rate of adoption. In my mom’s case, the low attributes that would negatively affect the rate of adoption would be observability and trialability. She works from our home and rarely goes to town, so she wouldn’t see it around. Also, because she didn’t buy it, she didn’t get to try it first. However, the product was still adopted because she needed to have remote access to her email for her job. For me, all attributes were high, making adoption simple and likely.

Raeann Ritland said...

I'm behind the times when it comes to phones. I use one of my mom's old ones, and it does not have data on it. I suppose the main reason I don't use an iPhone or a Smartphone is the cost; naturally, they require a data plan, and I'm too cheap to pay for that when I can access the Internet from a computer (which I am almost always on) or my iPod. Also, the "newer, better, faster" version always seems to come out right after I buy something (like Rebecca's experience with the netbook), so I stopped buying new, expensive things. :) Also, most everyone I know has one, so I can always use theirs if I'm caught "unplugged."

Aimee Burch said...

Right before I came to Iowa State, I got a new computer. It was also a Dell, just like my old one, but I chose to go with it for more than just its familiarity.

1. Relative Advantage: One of the reasons I went with the Dell again was for familiarity, yes, but it helped that I was able to get an upgrade for a reasonable price. It wasn't astronomically expensive and would work great for what I needed.
2. Compatibility: It came with all the programs and settings I was used to. The Microsoft Office suite, internet/wifi capabilities, easy to upload photos from my camera, play DVDs and streaming capabilities, and had lots of storage space.
3. Complexity: Though it had many things I was familiar with, there were still programs and settings I had to get used to, such as a webcam/Skype settings.
4. Trialability: Like I said, I was already pretty familiar with Dells because I had one. But I also worked in Tech Support at UIS and noticed that the kind I was looking at didn't seem to have as many problems as many of the brands I had seen through those doors.
5. Observability: Goes along with #4 above.

It didn't too much to really persuade myself to go with the Dell. It was almost a seamless transition into my life and naturally, I use it all the time.

Aimee Burch said...

Like Mary, I didn't really go into the process thinking I would end up with an iPhone. When it came time, I knew I still wanted a smartphone like my beat up Blackberry, but the Blackberries I tried in the store just didn't really work for me. I knew some friends had iPhones and really liked them and it had many of the features I wanted (touchscreen, internet/email, nice camera, etc.) And it had the GPS, which getting around on this campus was really attractive to me.

Amber Knutson said...

Although I missed the Sunday deadline - I'm obviously still going to get in on this conversation!
I tried to think of an innovation that I didn't think was going to last: texting. I think I've brought this up in class a bit, but I'll expound upon it more here.
1. Relative Advantage: This is where I didn't see how texting could become so universally used as it has become. But analyzing it further, I see that texting offers an easy, short, and quick way to communicate with people without calling, being in person, talking. I guess, also, that it can be done while sitting in a movie theater, in a meeting, and so forth - while talking on the phone creates a bit of a burden in those cases. Texting does seem to be a multi-tasker's dream. Interestingly enough, however, it didn't start off being all that cheap if a person was going to mass-text or bulk-text. Each text cost pennies, sure, but when you start sending 100+ to your best friend, those pennies can add up pretty quickly.
2. Compatibility: Texting scores high for compatibility in that it utilizes technology that is already present, already important, and already diffused through the population via cellphone. I know when it first came out, you might have had to upgrade your cellphone, but generally even the cheapest/free options came with texting. It's an add-on innovation.
3. Complexity: In the early stages of texting, it was a bit complex and with some phones it still can be. However the overall stages are pretty simple: you enter in a phone number, enter in your wording, press "send." Because each phone has their own specific ways to carry out those steps, users may find it more complex or less complex to carry out sending a text. One thing that has been complex for me, was figuring out the keyboard of a cellphone. In the early days before T9 and it's equals, texting meant pressing each number on the key pad various times, waiting for a specific number's first, second, or third letter and then continuing. Shortened versions of words (cn u cm ovr) and mixing letters with numbers (gr8) offered an easier way to send a text. Receiving a text is pretty easy: you just open the text up -again, complexity really depends on each phone.
4. Trialability: Before purchasing a phone, a person can check out the texting features and figure out how a phone will utilize the texting options. While you don't necessarily have the option to "try" sending a text, texting has been fairly cheap when a person only sends a few. Even in the beginning of the fad, it usually only cost pennies to send and receive a text, which meant that you could send "Hi!" to your daughter to see how easy or hard texting was.
5. Observability: When I was in high school and texting was just getting started, you could always find out who texted - those with their phones glued to their hands under their desks - and those who didn't. It was pretty easy to see, especially in the cafeteria, the many people texting.
In the early stages of the diffusion, as is generally the case, texting was for those that could shell out the money for the upgraded phone and the phone plan with the texting option. Although it was fairly cheap to send a few texts, receiving texts and sendings lots of them (especially without a plan) could become pretty expensive. When prices came down for plans with texting options and the "take-off point" was achieved and enough people were using it bring down the price, texting became affordable, which resulted in the mass public latching on and not letting go. I think that since our society is very much a multi-tasking society, texting became popular. We could send a text to our boss, our best friend, our mom, even if we were busy, in a meeting, driving (although this is HIGHLY not recommended), in class - we could multitask and feel more plugged in and closer to those around us. How much we're actually getting closer though is another issue entirely.

Sicong Zhao said...

I was once in charge of a computer purchasing plan in my company. During which the boss finally bought an Integrated Computer--An innovation taken place in recent years, as well with which I'm gonna start my discussion.
1 Relative Advantage: An Integrated Computer could save a lot of space comparing to the traditional ones without losing any processing speed, yet possess a more satisfying screen size than the laptops. Additionally, according to the manager himself, the outlook of such computers are more formidable which could be important for a business manager.
2 Compatibility: In my opinion, the compatibility of an Integrated Computer is relatively low as there is no room to fix the problem even if the customers know about where went wrong and capable of correcting it because the structure is so intense and complicated, which leads to a result that customers always have to call an after-selling engineer to fix their tiny little problem which could be so annoying. Besides that, it's just the same as other computers. Also, highly intensed body usually leads to a poor cooling situation. So, accordingly, I would say that Compatibility is not an advantage point of Integrated Computer.
3 Complexity: As above, Integrated Computers could be relatively high-maintenance. However, for common users, highly intensed body means less room occupation as well as easier transportability.
4 Trialability: I called one of my colleagues who had been using such computer for like a year, though he would prefer his laptop but he gave me a considerably positive evaluation towards the Integrated Computer. Also I went to the store and finally purchased it after some testing of the computer sample.
5 Observability: It's hard to assess the functions of it as computers for most of times work the same way, and because I purchased it for the manager so I have no direct contact with it after then. Yet as far as I can see, the Integrated Computer do possess a more pleasant configuration other than the desktops and laptops.