An innovation is something that is accepted and used by a group of people. Markets are people.
The process of diffusion as outlined by Rogers can best be viewed as a wave. As I explain in my other blog http://technomyopia.wordpress.com the concept of a wave is in my view the basic concept of innovation itself.
There are some funny and very basic lessons to be learned for media innovations:
- every new technology or use of technology starts with a very small bunch of people
- this group of people, these people, are very hooked on everything ‘new’
- they all have to feel the need to use the technology or application of the technology
- only then the next wave will start to move, come into action, embrace and use it
- these 2nd wave people are not driven by ‘new’, they are looking for ‘interesting’ and ‘useful’
- 9 out of 10 new applications or uses of technologies fail to reach the third group of people (early majority, the first step into the mass market)
This is a golden rule for every sort of new media. Remember it is not about technology, it is about acceptance, usage and behaviour.