This week, RFID Journal will host a webinar featuring Geoffrey Moore. I was first introduced to Geoffrey by Jeff Miller at Documentum. Geoffrey has written landmark books on how new technologies are adopted, including Crossing the Chasm and Inside the Tornado. I look forward to catching up with Geoffrey's latest ideas applied to RFID on the webinar.
In anticipation of the webinar, I formed up some questions that I hope Geoffrey will speak to. Technology adoption models presented in "Crossing the Chasm" and "Inside the Tornado" are mainstream ideas for tangible products, software, and services. Some products provide most or all of their value through "network effects". Network effects occur when the return to an individual or single organization is dependent on the adoption decisions of others. My questions center around the notion that different adoption models apply when network effects contribute a large share of a technology's value:
- How do you see network effects impacting RFID adoption?
- To what extent is adoption of EPCIS, ONS, GDSN, and EPC Discovery governed by network effects?
- How is the adoption model for network-effect technologies different, and how should those differences be managed in the case of RIFD, EPC, and related technologies?
I’ll report back in this space with more related to the webinar with Geoffrey and on the questions above.
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Geoffrey's webinar provided perspective about how his classic technology adoption models can be applied in the RFID/EPC space.
ReplyDeleteRelated to the question of network effects, Geoffrey assures that an established network will increase the returns to adopters. It's no doubt that is true, but at this point in the RFID/EPC journey, our question is "How can we accelerate the establishment of the network in order to get those adoption benefits?"
I hope Geoffrey will continue to allocate some of his thoughts to RFID/EPC, and peel back more layers on this puzzle. World-wide adoption of RFID/EPC is a never-been-seen-before project. The classic adoption models are a great starting point, but RFID and EPC pose challenges that can help stretch and evolve those classic models.