9
Moore’s
framework
divides
the
landscape
into
six
zones,
which
characterized
as
follows (Moore 1998):
1. The
Early
Market
is
a
time
of
great
excitement
when
customers
are
technology enthusiasts and visionaries looking to be first to enjoy the new
paradigm. The rare breed of visionaries “who have the insight to match an
emerging
technology to a strategic opportunity, driven by a ‘dream’.
The core
dream is
a
business
goal,
not
a
technology
goal,
and
it
involves
taking
a
quantum leap
forward
in
how business conducted
in their
industry or by
their
customers. (based on Jonathan S Linowes, Parker Hill Technology)
2. The
Chasm,
a
time
of
great
despair,
when
the
early
market’s
interest
wanes
but the
mainstream market
is
still
not comfortable
with the immaturity of the
solution available.
In fact, there are cracks in the curve, between each phase of the cycle,
representing a disassociation between any two groups; that is, “ the difficulty
any
group
will
have
in in accepting a
new product
if
it
is presented the same
way as
it
was to the
group to
its immediate
left”. The
largest crack, so
large
it
can
be
considered a
chasm,
is
between
the
Early
adopters
and the
Early
Majority. Most high tech ventures fail trying to make it across this chasm.
3. The Bowling Alley, a period of nice-based adoption in advance of the general
marketplace,
driven
by compelling customer
needs
and the
willingness
of
vendors to craft niche-specific whole products (customer centric). The Early
Majority are pragmatists. They care about the company they are buying from,
the
quality
of
the
product
they
are
buying,
the
infrastructure
of
supporting
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