Technology Push or Market Pull

Technology Push or Market Pull

15 Public Interaction Technology push v Market pull

Technology Push v Market Pull • Which influences the sale of a product the most?

Technology Push v Market Pull • Which influences the sale of a product the most? • It depends… • “the debate about whether technology pushes products onto the market or whether consumers demand that technology is developed for new products has raged since 1934” • Consider the Sony Walkman and more recently the integrated mobile phone…

Technology Push v Market Pull • Sony Walkman • According to Sony, "In 1979, an empire in personal portable entertainment was created with the ingenious foresight of Sony Founder and Chief Advisor, the late Masaru Ibuka, and Sony Founder and Honorary Chairman Akio Morita. It began with the invention of the first cassette Walkman TPS-L2 that forever changed the way consumers listen to music."

Technology Push v Market Pull • Sony Walkman • Sony Pressman = Sony Walkman • In 1978, Masaru Ibuka requested that Kozo Ohsone, general manager of the Tape Recorder Business Division, begin work on a stereo version of the Pressman, the small, monaural tape recorder that Sony had launched in 1977

Technology Push v Market Pull • Sony Walkman • Sony Founder Akio Morita's Reaction to the Modified Pressman • "This is the product that will satisfy those young people who want to listen to music all day. They'll take it everywhere with them, and they won't care about record functions. If we put a playback-only headphone stereo like this on the market, it'll be a hit." - Akio Morita, February 1979, Sony Headquarters

Technology Push v Market Pull • Sony Walkman • Sony invented the compact and extremely lightweight H-AIR MDR3 headphones for their new cassette player. At that time, headphones weighed on average between 300 to 400 grams, the H-AIR headphones weighed just 50 grams with comparable sound quality. The name Walkman was a natural progression from Pressman

Technology Push v Market Pull • Sony Walkman • Launch of the Sony Walkman • On June 22 1979, the Sony Walkman was launched in Tokyo. Journalists were treated to an unusal press conference. They were taken to Yoyogi (a major park in Tokyo) and given a Walkman to wear. According to Sony, "The journalists listened to an explanation of the Walkman in stereo, while Sony staff members carried out various demonstrations of the product. The tape the journalists were listening to asked them to look at certain demonstrations, including a young man and woman listening to a Walkman while riding on a tandem bicycle."

Technology Push v Market Pull • Sony Walkman • In order to further market the Sony Walkman, since consumers knew little about the product. The Marketing dept arranged for actors to walk about the streets of Tokyo listening to a Walkman which in turn created an interest in the Walkman.

Technology Push v Market Pull • Sony Walkman • By 1995, total production of Walkman units reached 150 million and over 300 different Walkman models have been produced to date.

Technology Push v Market Pull • So where next. • A market has been created for the portable music player. However no-one now wears a cassette walkman. • Now comes the market pulling the technology and improving the walkman still further and evolutions such as • CD walkman, MP3 player, integrated mobile phone

Technology Push v Market Pull • Was that market pull or technology push? • Using a product of your choice illustrate the difference between Market Pull and Technology Push

NEXT Technology Push Market pull or technology push? Market Pull

Integrated Walkman Phone

Argument for market pull • By now the need for both mobility of communication and access to music had been established. • The clutter or carrying both was a problem. • At the same time the need for large amounts of memory to store data was also needed and laptops were being developed with access to memory sticks. • The mobile phone was more and more prevalent and becoming more and more fashionable.

Argument for market pull • The consumer drove the need to reduce clutter. • “Why should I carry both my mobile and an MP3 around?” • So manufacturers merged the technologies of memory capacity, functionality, music reproduction and communication together • Hence the market pulled the technologies together and the integrated walkman phone was born.

Argument for technology push • The following technologies were being developed by different brands: • Solid state memory, music reproduction, speakers, office functionality, touch screen, GPS • By creating a market for the one integrated product a brand could become a market leader. • By merging brands both could be seen as market leaders

Argument for technology push • The following technologies were being developed by different brands: • Sony and Ericsson merged technologies and entered the market. • Apple created their own SMART phone

Technology PUSH • Dyson Airblade • Dyson bagless vacuum cleaner • Trevor Bayliss “Wind Up” • Radio • Torch • TV?

Dyson is about developing new technology to solve everyday problems, such as hand dryers that are too slow and can take as long as 44 seconds to dry hands. It's because of their motors. They can't create enough airflow to remove water from hands effectively.They're also unhygienic since they can't filter the bacteria from the air. Dyson Airblade

Dyson Airblade • The Dyson Airblade™ hand dryer works in just 10 seconds – scraping water from hands like a windscreen wiper. It’s the fastest hand dryer, powered by the unique Dyson digital motor. A HEPA filter purifies the air before blowing it onto hands, so it’s also hygienic. And it uses up to 80% less energy than warm air hand dryers. • http://www.dysonairblade.co.uk/technology/dysontech.asp

Task • Using a designer (or design movement) of your choice explain how they have influenced technology or

Dyson Bagless • James has always pulled things to pieces, interested in how they work, asking “why does it do that?”. “Just because it does” has never sufficed as an answer. • Sea Truck current sales $500 • While at London's Royal College of Art, James Dyson developed the Sea Truck – a high speed landing craft. Then came Ballbarrow; its large red pneumatic ball stopped it sinking into soft ground. The Trolleyball boat launcher and amphibious Wheelboat followed.

Dyson Bagless • A local sawmill caught James’ eye. Under cover of dark he sketched the timber yard’s giant cyclone. It spun sawdust out of the air, collecting it in a chamber. Could the same principle signal the end of clogging vacuum cleaner bags?Five years and 5,127 prototypes later, a machine that had no bag and no loss of suction

Dyson Bagless • Uninterested in new technology and wedded to vacuum bags (worth £250 million every year), major manufacturers turned James and his invention away. James eventually licensed his design in Japan, the home of high-tech. The Japanese loved the pink G-Force and, in 1993, the royalties allowed James to manufacture a machine under his own name, DCO1

Dyson Bagless • An inventor pays substantial fees to renew patents every year. Though he brushed with bankruptcy during the development years, for James, it was money well spent. In 1999, after a lengthy court battle, Hoover was found guilty of infringing James’ patent. Other manufacturers, unable or unwilling to develop their own vacuum cleaners, still try to copy Dyson technology to no avail.

Dyson Bagless • James and his engineers develop inventions, but also improve existing Dyson technology.They’re rather fastidious. Dyson machines now have smaller multiple cyclones, which create greater centrifugal forces, capturing more microscopic dust. Dust you can’t see

All change and innovate Another problem to solve: normal upright vacuum cleaners have fixed wheels, running on a fixed axle. They only move in straight lines. Like a pram. A Dyson Ball™ machine is different. It rides on a ball, pivoting on a single point, allowing it to go in any direction.

All change and innovate • Conventional electric motors haven’t changed much in 100 years. Bulky and fragile. The brushes wear down and emit carbon dust.The Dyson digital motor works differently. Controlled by microchip it spins at 98,000 rpm – five-times faster than a Formula 1 car engine. Because of its speed, the digital motor is half the size and half the weight of conventional motors. With no brushes or fixed magnets, it doesn’t emit carbon either.

The Influence • What influence has James Dyson had on design? • Penetrated the market and became a new competitor in the market place influencing competitors. • Created a product people want (not necessarily need) • Improved existing technologies, and continues to do so, forcing others to keep up. • Created a brand which has its own aesthetic style and appeal. • Changed the way vacuum cleaning is considered by the public.

DYSON DC08 TELESCOPIC WRAP VACUUM CLEANER

Technology Push or Market Pull