Question

When considering the adoption of the smartphone (such as iPhone or Samsung), which 3 of the 5 product characteristics that influence the rate of adoption do you believe are the most important? Choose amongst relative advantage, compatibility, complexity, divisibility, and communicability. Describe each and explain your reasoning.

Answer 1

Everett Rogers has tried to explain the reasons that lead to people and groups adopting innovations. Which includes new ideas and technologies. Individuals do not automatically adopt innovation. The diffusions theory of innovation identifies five characteristics that determine people's use of innovation. The five characteristics are relative advantage, compatibility, complexity, divisibility, and communicability.

I think the three most important characteristics for adopting a smartphone are as follows:

· Relative advantage: Relative advantage refers to the degree to which an idea or product is perceived as better than the existing standard. If the new smartphone is considered having better features like a better camera, more memory, better display and many other supporting features the consumer will adopt the innovation and would be prepared to pay a higher price to acquire the smartphone. Relative advantage is what people think of when they think of innovation. If the smartphone is empowering the user, saving efforts, and giving more features the customers will prefer to adopt the new smartphone. For example, smartphones with cameras eliminated the need to carry a camera and made it convenient to post pictures. Similarly, the phone acts as a mini office and is an all in one device replacing many gadgets like Walkman’s, gaming devices, computers, etc. all features for taking pictures, playing games, sending emails, or listening to music can easily be done on a smarty phone.

· Compatibility: Compatibility refers to the level the innovation has the capability to assimilate with the individual's lifestyle. People need to know the innovation will match their life and lifestyle. As discussed above the Smartphone has become an all in one device. It has features that make it easy for regular travelers, office goers, and students to use multiple features in one device i.e. listen to music, send emails, take pictures, playing games, etc. The compatibility of a smartphone is an essential characteristic of the innovation to be adopted. The users compare prices, features and consider their usage and the utility of the smartphone in their daily lives before making a purchase decision. Some people are known to buy iPhones only to maintain their status and lifestyle.

· Complexity: Complexity or simplicity refers to how easy it is for the users to accept and adopt the innovation. Complexity slows down adopting the product with innovation. It should be a simple extension of logic and an easy to use product. The adopters don’t factor in time to learn the innovation. For example, a smartphone which is sleek and lightweight with easy to use features is likely to be easily adopted.

To conclude a smartphone user is likely to adopt an innovation that matches their lifestyle is simple to use and gives him a relative advantage over existing devices.

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