Technology Ventures: From Idea to Enterprise 4th Edition by Thomas Byers,Richard Dorf ,Andrew Nelson

Exercise 7

HDTV is an emerging consumer electronic technology. Discuss the marketing challenges associated with HDTV (e.g., building an ecosystem of content, players, and content distribution). How do you see this influenced by (a) competing with DVD (the last technology generation) and (b) emerging substitutes like online digital content, PCs, and mobile devices? Use the categories of Table 9.9 to describe where the market response to HDTV has been to date and how long adoption has taken for each group.
TABLE 9.9 Five categories of adopters of an innovation.