Ch7. 시장형성및 제품확산전략
두개의 NPD NPD1: New Product Development 개발은기술적역량에달려있다. NPD2: New Product Diffusion 확산은마케팅역량에달려있다. NPD1 < NPD2 시장에서실패하면개발해도소용없다. Time to Market 보다 Time to Acceptance 가중요하다!
확산 (Diffusion) 의영향요인 확산 (diffusion) 하나의혁신이사회적시스템의구성원들간에시간에따라의사소통경로를통해전파되어가는과정 Diffusion is the process by which (1) an innovation is (2) communicated thru certain channels (3) over time (4) among the members of a social system The Innovation Social system Time Communication channels
시장형성및확대과정 단계와전략 1 단계 : 시장진입및고객수용 혁신제품매력도제고 수용저항극복 2 단계 : 고객기반형성및확대 긍정적피드백촉발및강화 네트워크외부성의극대화 3 단계 : 고객고착화 전환비용제고
혁신채택에영향을주는요인 Relative Advantage Value Barrier Compatibility Usage Barrier Complexity Observability Perceived Risk Innovation Adoption Risk Barrier Traditional Barrier Divisibility Image Barrier Innovation Characteristics Barriers to Adoption
혁신저항의극복 소비자의혁신저항 : Barriers to Adoption 기능적장벽 Value Barrier Usage Barrier Risk Barrier 심리적장벽 Traditional Barrier Image Barrier FUD+IM Factor 사회적저항 Safety concerns, regulations, etc.
초기고객기반의형성 성능 - 호환성상충관계 (Performance-Compatibility Tradeoff) Evolution Strategy vs. Revolution Strategy
초기고객기반의형성 통제냐개방이냐 (Openness vs. Control)
초기고객기반의형성 4 가지네트워크본원전략 Control Openness Compatibility Controlled Migration Open Migration Performance Performance Play Discontinuity
ipod 사례
ipod 사례 : Jobs, 이번엔제발
네트워크외부성과고객기반확대 네트워크외부성이란? Whether real or virtual, the value of connecting to a network depends on the number of other people already connected to it. Demand-side economies of scale Bigger is better. 기대 가중요한역할을수행한다 : Bandwagon Effect 로컬네트워크효과
간접네트워크효과 The greater the availability of complementary products the more attractive the capital good for consumers. MANUFACTURERS (Hardware 공급자 ) COMPLEMENTORS (Software/ 서비스공급자 ) Direct Demand Dependence CONSUMERS
The Chicken and Egg Problem Market Manufactures Complementors Chicken and Egg Problem DVD Players DVD 하드웨어제조업체 (Sony, RCA, Philips) 영화관비디오가게 DVD 재생기판매 VS. DVD 영화컨텐츠와대여의가능여부 Electric Vehicles 자동차제조업체 (GM, Ford, Toyota) 주유소자동차정비소 전기자동차판매 VS. 자동차전지재충전, 자동차충전서비스, 타이어서비스의가능여부 Personal Digital Assistants (PDAs) PDA 하드웨어제조업체 (Apple, 3Com, Casio) 개인소프트웨어공급업체 PDA 판매 VS. PDA 소프트웨어의사용가능여부 Advanced Photogranphy System(APS) APS 카메라 / 필름제조업체 (Nikon, Minolta, Canon) 사진인화소 APS 카메라 / 필름판매 VS. APS 필름인화서비스의가능여부 Smart Cards Smart Card 공급업체 (Mondex, Mastercard, Visa) 소매업자 Smart card 의가입 VS. 소매업체에서 smart card 를받는여부 Paperless Electronic Books Paperless book 의하드웨어제조업체 (Softbook,RocketBook, Everybook) 출판사 Paperless book 의구입 VS. Paperless book 에서사용가능한컨텐츠의구입가능여부 Network Computers Network computer 제조업체 (Oracle, IBM, Sun) 독립된 Java 소프트웨어프로그래머 Network computer 판매 VS. Java 응용기반 Network computer 의가능여부 Operating systems Operating system 판매업체 (Microsoft, Apple, Sun) 하드웨어제조업체개인소프트웨어공급업체 Operation system 설치된기반 VS. 하드웨어와소프트웨어의사용가능여부 Cable Modems Cable modem 제조업체 (General Instruments, Motorola, 3Com) Cable 서비스공급업체 Cable modem 가격 VS. Cable modem 서비스와컨텐츠의가능여부 출처 : Gupta, Jain, and Sawhney (1999), p.398.
Integration Delays
Palm PDA 사례 How did Palm do to create a winner-take-all market for itself? - Software Development Kit (SDK) - Shareware applications - Penetration pricing - Beaming, UI - Palm Economy via PalmSource
고객 Lock-In 과전환비용 Lock-in 은하이테크산업의보편적현상 Lock-in 은엄청난부의원인인동시에고객입장에서는두통의원인 Lock-in 에전략적으로대처하라. Lock-in 의두가지원천 네트워크효과 전환비용
전환비용 : Loyalty 의진짜이유 Satisfaction-Loyalty Link
전환비용의유형 절차적전환비용 Economic Risk Evaluation costs Learning costs Set-up costs 재무적전환비용 Benefit loss costs Monetary loss costs (transaction costs) 관계적전환비용 Personal relationship loss costs Brand relationship loss costs (non-economic brand loyalty )
Switch Campaign by Apple
고객 Lock-In 전술 Seller 의 Lock-In 전술 계약을통한 lock-in 초기투자유도 ( hardware lock-in ) 상표특유의학습훈련 ( software lock-in ): 중독, 습관화 정보와데이터베이스를활용한고객관계관리 탐색비용증대 로열티프로그램 고착화싸이클 Invest Entrench Leverage
보완재와 Lock-in Business Week 2004. 12. 6
Switching Cost 의전략적활용 전환비용을낮추어 Lock-in 의고리를끊는다 전환비용이낮은파워유저 (power user) 를공략 Gateway Technology를통한연결고리의제공 전환에대한 subsidy 제공 Trade-in을통해심리적전환비용낮춘다 당신이만일구매자라면 : Buyer 의전술 구매이전 : 최대한 sweetener 를요구하라 구매이후 : Lock-in 을경계하라. 전환비용최소화