Oneclick Technologies Ltd. CME.1131 | CME.2017 Technologie- und Innovationsmanagement Frau Dr. Katja Rost Anja Höft Sebastian Würth Chris Aaron Moore 5.11.2007

Technologie- und Innovationsmanagement Presentation of the case Need of several devices in the stand-by mode is considerable Peter Robertson invented the OneClick Intelligent Main Panel 6-socket extension block First steps: standard six-socket extension block and a heavy industrial relay  Prototype ( difficulties) Second step: businessplan CME.1131 | CME.2017 Technologie- und Innovationsmanagement Frau Dr. Katja Rost Anja Höft Sebastian Würth Chris Aaron Moore 5.11.2007

Technologie- und Innovationsmanagement Built 20 sockets a week Third step: Marketing Discovery of the niche-market Fourth step: Expansion to potential other markets Problems Fifth step: Improvement CME.1131 | CME.2017 Technologie- und Innovationsmanagement Frau Dr. Katja Rost Anja Höft Sebastian Würth Chris Aaron Moore 5.11.2007

Technologie- und Innovationsmanagement Thesis To have a better chance of success, begin in a niche market and grow from there. CME.1131 | CME.2017 Technologie- und Innovationsmanagement Frau Dr. Katja Rost Anja Höft Sebastian Würth Chris Aaron Moore 5.11.2007

Technologie- und Innovationsmanagement Evolution of the Mobile Phone Market first commercial cellular network was launched in Japan by NTT in 1979 Fully automatic cellular networks were introduced in the early to mid- 1980s (1G generation)  boom in mobile telephone usage 2G technology was introduced by Radiolinja in 1992, causing direct competition between 1 and 2G technology The competition to make the Cellular phone mainstream started. Today: In less than twenty years, the mobile telephone has gone from being rare and expensive to a low-cost personal item. CME.1131 | CME.2017 Technologie- und Innovationsmanagement Frau Dr. Katja Rost Anja Höft Sebastian Würth Chris Aaron Moore 5.11.2007

Technologie- und Innovationsmanagement The evolution of the internet Began as a Project by the NSF in association with DARPA 1988, the internet went commercial  only serving a small niche market of computer users 1993 the National Center for Supercomputing Applications at the University of Illinois released version 1.0 of Mosaic by 1996 usage of the word "Internet" had become commonplace Today: The internet has grown at a phenomenal rate Examples CME.1131 | CME.2017 Technologie- und Innovationsmanagement Frau Dr. Katja Rost Anja Höft Sebastian Würth Chris Aaron Moore 5.11.2007

Apple - The Innovator? Started in the niche - is still in the niche Situation Apple invented the first useful PC in 1980 No success on the market Microsoft cached the Market The Problem Positioned them self as a niche player Not enough development to stay up to date People positioned them very hard in a niche for designers etc. Very hard to change the thoughts of the people  Apple did not understand the potential the PC had and did not push it in to the mass-market. CME.1131 | CME.2017 Technologie- und Innovationsmanagement Frau Dr. Katja Rost Anja Höft Sebastian Würth Chris Aaron Moore 5.11.2007

Apple iPod from the niche-market to the mass-market Situation 2001 Apple presented the iPod 2004 they made it usable to users using a different operating-system Success / strong market position The successful way from the niche into the mass Making a niche-product usable for the mass Never stopped the development Pushed the product into the mass-market Produced a solid position in the market - Positioned as the most famous mp3 player - Hard for others to get into this position in the mass-market for mp3-players iPod repositioned Apple - gives a push for bringing the computers out of the niche CME.1131 | CME.2017 Technologie- und Innovationsmanagement Frau Dr. Katja Rost Anja Höft Sebastian Würth Chris Aaron Moore 5.11.2007

Key Take Aways Products can be developed better It can be advantageous to find a niche to be different in an already saturated market Sometimes you have to wait for technology to develop

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