Applying Diffusion of Innovation Theory Essay

The quest to be the first is unending. The need to outdo one another is part of our competitive nature. While this state of mind is embraced, ultimately the interpersonal aspect of the diffusion of these innovative ideas helps in determining the sustainability and success. The Kindle has been introduced as the hottest, new innovative way to read a book. As the research for this modern form of reading was done, the question arose, “Who initiated the concept of e-paper? ” The essay took a totally different avenue which was very informative.

E. M. Rogers’s development of the multi-step flow integrated the practices of both ideas. Mass communication, alone is not responsible for the triumph or failure of innovations. The electronic paper concept was made practical by E. Ink Corporation of Cambridge, Mass. , which developed the technology behind both Kindle and the more contemporary looking, Sony Reader. The unveiling of a watch by Seiko, which used E ink’s low power sheet-like displays, was consequently another venture to expand the consumer’s use of this product.

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Time and timing is crucial. The ground-breaking use of electronic ink was born in the MIT Media Lab in 1997 under the leadership of Russell Wilcox, founder and chairman of E Inks Corporation. For over ten years, E Ink has been the company to compete with as their product has catapulted them to top of the industry. Amazon, Barnes & Noble, Casio, Citizen, Hanvon, Hitachi, Lexar, Motorola, Samsung, and Sony are included in the customer base. Demographics were an essential part of the plan because his study was used to identify consumer markets considered necessary for effectiveness as well as profit. The timing of this product comes on the heels of the awareness for our nation to adapt to eco-friendly practices, such as going paperless. Considered the Holy Grail of electronic paper, our obsession with the must-have devices’ portability, mobility, and wireless access seems to dictate that this is a step in the right direction. E Ink took the concept global in December of 2009 as they merged with Taiwan based Prime View International (PVI).

This merger enables the new company to leverage an extensive IP portfolio, experienced employee base, advanced technology, and production expertise to rapidly expand its EPD business and to develop new markets. Today E Ink/PVI is the global leader in the electronic paper display industry with 5000 employees dedicated to delivering the world’s best digital reading experience. Although Amazon is stylishly pushing blogs and newspapers as content which can be subscribed to and read on the Kindle, the price point in addition to interpersonal feedback is key to whether or not one would get on board.

Bear in mind that according to E. M. Rogers, (1995), only 13. 5% of the population are early adopters. Change does not always mean profitable or best. As a librarian, much of our efforts are focused and spent on encouraging students to read, period. Word of mouth and personal experiences are taken into consideration when ordering books for the library. Listening to consumer demands has boosted the circulation of our library. Amazon’s mission and victory is predicated on their capability to listen and adjust to how fast and where progress takes us. In other words, keep their ears to the ground.

Experts are often so removed from reality. In order for Amazon and other companies who have invested in the use of electronic paper, listening to social leaders (opinion leaders) has proven to be beneficial and lucrative for business. One challenge at the forefront is the appeal to the younger generation. The buying power of this generation is phenomenal. Reading involves countless genres. The interest is, “What else can this device do? ” As the parent of teenagers and young adults who are clearly in the early adopters’ category, one-touch functions are a plus.

The effort and money expended towards luring in this group over to the idea that Amazon has the cutting edge product of this generation will result in maintaining and keeping the leverage. Another hurdle is the price point. Assuredly, as soon as Kindle surged onto the market, others would follow. The Law of Supply and Demand dictates the price which affects the sales. The competition with other companies encompasses more than the function. Consumers communicate wanting more bangs for their money. Being able to satisfy 98% of a consumer base should prove profitable.

On other hand, the remaining 2% can deliver the fatal blow if the message conveyed is negative. Consider the twelve spies. These two spies (Joshua and Caleb) dispelled the report of the ten who gave an account of the same experience in a different manner. As stated before, communication is when the receiver understands what the sender is saying. The process involves many integral parts, all contingent upon each other. References Electronic Paper Display. (n. d. ). Retrieved May 8, 2010 from, http://www. eink. com Rogers, E. M. (1995). Diffusion of innovations (4th ed. ). New York: Free Press.


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