Thirteen Case: Failing tu I company comes up with an innovative new to click wit
ID: 330054 • Letter: T
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Thirteen Case: Failing tu I company comes up with an innovative new to click with the masses and falls intn and atten- It is a sad but common tale-a dyna that utilizes cutting-edge technology in an ex mic citing way that generates lots ofhyenoduct tion. But for some reason this new product fail only to see other products gain massive success by following in It's not always a case of right technology at the wrong time. Sometimes these first failed to build on their innovation, instead sitting on their initial achievements and letver nimble competitors refine their idea into something more attractive and functional. just made too many mistakes to succeed ook uee oti sie success by following in its footstepson more And some e Internet economy. However, gaining a first- mover advantage is typically tempo without remaining innovative the company can soon fail. Here is a list of the top 10 first that flopped, according to Jim Rapoza of eWeek Obtaining the first-mover advantage is critical to any business that wants to ary, and 1. Apple Newton PDA-When it was launched in the early 90s, the Apple Newton was fires lauded but later mocked because of ts failings (it even had the honor of being spoofed The Simpsons), But one can draw a straight line from the Newton to current products such as tablet PCs, smartphones, and the Apple iPhone. PointCast In 1997, one of the hottest products found on the desktop of nearly every m 2. worker was PointCast, which delivered selected news items directly to the desktop, it quickly launched the "push" craze, which just as quickly imploded spectacularly. But today's RSS and news feeds all owe a debt to PointCast 3. Gopher Protocol-It was so close. Launched just before the web itself, Gopher quickly became popular in universities and business. Using search technology, it worked very much like a website, but it could not compete with the web itself. VisiCalc-Often lauded as the first killer application for the PC, the VisiCalc spreadsheet was a must-have for early PC-enabled businesses but quickly fell behind more polished spreadsheets from Lotus and Microsoft 4. 5. Atari For those of a certain age, the word Atari is synonymous with video games. The pioneer in home gaming consoles failed to innovate in the face of more nimble competitors 6. Diamond Rio-For $200 and with 32MB of RAM (with a SmartMedia slot for me expansion), the Rio helped launch the MP3 revolution. That is, until white earbuds and a thing called the iPod took over. Netscape Navigator-Netscape Navigator was essentially the web for users to mid-1990s. But Netscape could not withstand the Microsoft onslaught, along w of mistakes the company made itself, and now only lives on as the original basis Mozilla browsers. 7. in tExplanation / Answer
1.
It is true that being the first mover in the market provides you an edge on which you can build market share and succeed but it is also required that you have really created a technology which is actually required by the customers. You can't launch a product in the market with a tag of cutting edge technology which generally has no use in the lives of the people.
The second part of the story is that most of the products which are mentioned above did not keep its edge by continuously developing the product, others took idea from it, refined the product and introduced it to market with newer and more features which became attractive
These are the reasons due to which the products failed in the market.
2.
Types of technology:
Apple Newton PDA: Disruptive
PointCast: Disruptive
Gopher Protocol: Disruptive
VisiCalc: Disruptive
Diamond Rio: Disruptive
NetScape Navigator: Sustaining
Alta Vista: Sustaining
Ricochet Networks: Disruptive
IBM Simon Phone: Disruptive
3.
The chosen product is Ricochet Networks. At its launch it became a sensation and the device it launched made possible accessing internet mobile. The network was fast and the technology was innovative but the major reason for its failure is that it failed to extend its reach.
The company stayed in a small market and never increased the market size it served.
If Metricom the company which provided this service could have expanded its market and kept it updated with newer wireless technologies it would have been still operating but it is an history now.
4.
The other technology product that failed is Blackberry devices manufactured by RIM.
It failed because the company was not able to keep up with newer technology and slicked to its iconic keypad design instead of full touch screen technology.
The company could have kept itself updated according to the demands of the customers, the preferences of the customers change but RIM stubbornly kept its design and OS intact thinking that no one would match itself and it became a history.
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