Diffusion, Case Study Example

Introduction

Innovations are observable in the contemporary scenario. This is due to the evolving needs of the society. With this consideration, the theory of diffusion of innovation is relevant to this actuality. The theory is instrumental in determining how technology percolates through cultures, which are existent in the society. According to the premise of Everett Rodgers the phenomenon involves the process of communication is a society concerning an innovation. Mobile technology is among technological innovations, which have revolutionized the society. The adoption of mobile communication has influenced technological, social and economic trends in the society. Mobile technology is not confinable to the traditional services, but also encourages the adoption of numerous services in the sector. Despite the significant influence of mobile technology, it is essential to study the main drivers of the adoption and diffusion of this innovation. There are numerous approaches employed in the study of diffusion of innovations in technology. These approaches involve focusing on the uptake of mobile services and focusing on the technological progress and the impact of the existing mobile technology. The paper employs a holistic approach in studying the concept of diffusion of innovation in the telecommunication system. In order to achieve this, case studies from the Samsung company will be the subject. The paper will analyze the aforementioned case study in order to comprehend the significance of the theory in the society.

The mobile sector encompasses numerous players with a global reach. When considering the competition, which is a characteristic of the sector, there are rapid changes in technology. The technologies in the sector collaborate, compete and coexist in different market scenarios. Prior to the recent developments in the mobile technology, there was the confinement of operators to traditional mobile services. However, with the expansion of the wireless industry, mobile providers have reevaluated their operations. This is through the encompassing of other value chains in the mobile services. This is evident in the transition to 3g technology, an event that has reconfigured the mobile industry. This significance of this development is evident in the innovation of the Samsung Company through the latest release of phones. The phones have the capability to support the WI-MAX technology, which is key component in the technology of Intel processors (Massini, 2004). This development is instrumental since internet access could become more efficient and faster for mobile users. The technology will enable wireless data communication through a wireless network. Despite the availability of fixed WIMAX technology, it is apparent that the mobile version of the technology is more future oriented and progressive (Massini, 2004). The Samsung Company and other market players are aware of the potential of the mobile version. The influence of the technology is that there will be more value in the mobile sector through data content and internet services.

It is apparent that mobile technology is a dynamic sector. Therefore, the case study of Samsung offers an appropriate situation to explore the theory of innovation diffusion. This will be achievable through the premise of Rodgers. The case has the elements identified by Rodgers. These elements include the innovation, channels, social system and time (Rogers 2010). The innovation in question in the case is the WIMAX technology, which has the capability of providing internet services through mobile technology. The communication of the innovation to the public is through the traditional media. These networks ensure that opinion leaders are aware of the innovation hence encouraging its adoption. Opinion leaders through their influence, determine the trends of the public concerning the innovation (Massini, 2004). For instance, the case study, the adoption of WIMAX is a result of the positive reviews from the market leaders and critiques. The innovation also was influential for the social system since the society was adopting internet technology. Therefore, the technology provided this need for the society through a mobile system. In addition, a period for the decision making process concerning the innovation was also observable in the case. This means that the scenario is consistent with the elements of the abovementioned theory.

The Rogers’ five factors are also prominent in the case study. The aforementioned innovation has the intrinsic characteristics identified by Rodgers. The innovation has relative advantage (Rogers, 2010). This means that the adoption of the innovation is due to its improvements over the existing technology. The adoption of WIMAX technology will make internet access easy and efficient for the market. When considering the compatibility factor, the technology is suitable for assimilation into the contemporary lifestyle, which involves increased use of the internet. The innovation appears to be technical (Rogers, 2010). However, its applications are friendly for the market hence is adaptable. The technology can be experimented by the users since the applications have incorporations in Samsung’s mobile technology. The prospect of mobile technology is also apparent to the public due to its practicability. This is evident in the positive response from the society.

Conclusion

Innovations are evident in the contemporary scenario. This actuality is observable in the telecommunications sector due to competition. Samsung offers a clear example of innovations in the telecommunications sector. This is through the WIMAX technology whereby there were introductions of internet services in the mobile sector. Using the theory of diffusion of technology, it is apparent that the technology diffused to the society due to its characteristics as dictated in the theory.

Reference

Massini, S. (2004). The diffusion of mobile telephony in Italy and the UK: An empirical investigation. Economics, Innovation and New Technology, Volume 13,Issue 3, April, pp. 251-277

Rogers M, E. (2010). Diffusion of Innovations. New York. Free press.