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

2. 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

3. 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

4. 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. 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

6. 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

7. 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

8. 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

9. 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

10. Thank you for your attention!