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Reasons
for the Gap
After brainstorming and discussing examples of the gap on a global perspective, the group then distilled the larger list of potential causes into five primary issues that are contributing to the gap between technology innovation and user adoption.
Simplicity
The GCAB members cited a number of examples of frustrations or issues that pointed to the lack of simplicity as a possible reason for the gap. Including:
- Complexity/complicatedness of the product design, the marketing, collateral and using the product.
- The language or nomenclature used to describe a product or service can also contribute to the lack of usability. The industry has tended to market to the same group of individuals for the last 25 years. Language is also an issue in conveying product instructions. Many gray market products are not in the receiving country’s native language and some translations of manuals are poor.
- Products not following a normal pattern of behavior, or familiar interface.
- Additional training and support is needed after the product is purchased or installed. Many end users are looking for a single point of support contact for the hardware, the software, and their Internet connection.
“Technology companies need to simplify their communication. Consumers do not understand the techno-language that is often used to name and describe products. Consumers would better understand the technology if the products were named for the benefits provided and not the feature,”
Dr. Bernd Skiera, professor, Johann Wolfgang Goethe-University in Frankfurt.
Relevance, Value and Motivation
There was significant discussion and examples around areas of relevance motivation and value. If consumers truly understand the relevance or value that a technology product can bring to their lives, they would be more motivated to understand and learn how to use the technology.
The group also discussed that value is different for different individuals. By not taking this into consideration when designing, marketing and supporting a product, the industry can certainly not meet the needs of the entire user group. Several examples were discussed, including:
- Educational, cultural, and geographic differences all being approached by a one-size fits-all mentality is another factor that contributes to the lack of perceived value by consumers.
- Often when products are created by U.S. companies and then sold in Asia or Europe, there are cultural as well as language barriers that contribute to the lack of understanding the product or its value.
- A small business also has significantly different needs than a home consumer, yet the channels of distribution are often the same.
- Individuals and small businesses are motivated by different needs. Interactivity is a killer application for most individual consumers. Individuals may want to send a card or pictures to a family member. Where a small business is trying to reach its customers to meet their needs.
- The Digital Divide contributes to the lack of relevance of technology to certain groups of people. This is an area that stands to increase the most if not addressed quickly. Those who do not have the opportunity to be exposed to technology certainly do not have the opportunity to understand the benefits of technology or the motivation to learn.
- Disabilities may also contribute to the lack of relevance of technology.
- The group noted that technology fell into two camps: incremental and monumental. Providers need to gauge the real fundamental leap in utility a new product provides. The jump from typewriter to word processor was monumental. From non-connectedness to the internet and the browser was huge.
“We must understand what truly motivates people to use technology on a global basis. Different people, different cultures, different demographics find different benefits or relevance in technology.”
Enrico Mercanti, consultant, Italy
Trust
The GCAB agreed that trust is fundamental to the consumer’s point of view when considering technology purchase and use. The GCAB members approached the trust issue from a couple of different angles.
- Many users are still concerned with protecting their privacy in using technology. For example, many people are concerned about using online banking or using their credit card online, yet are comfortable giving their credit card to the waiter at the local restaurant.
- Security, or the method to ensure privacy, is a common concern. Consumers and small businesses are also concerned about viruses, or someone hacking into their computers to gain access to personal information or infect business operations. Most users view security as more important than the next “gee-whiz” technology.
- To fully take advantage of the latest technologies, often more user information was required, which means higher security and for the user to provide more private information; personal video recorders, driving directions with GPS, cell phone geo-locating, customized portals, etc.
- A third view of “trust” derives from companies failing to deliver on promises. This can be seen in advertising, when technology promises to provide you more freedom, less stress and a more productive life — when the scenes these advertisements portray may not be realized.
“Technology companies that want to gain the trust of the end user need to make sure that the technology created delivers on its promise.”
Tricia Parks, Parks Associates, founder and president
Ecosystem Alignment — Holistic Approach
The GCAB members felt that part of the problem causing the gap comes from the industry’s approach being sometimes too narrow and a lack of consideration to the entire ecosystem. For example:
- Interoperability of software, hardware, communications, and content can often cause frustration for the technology user, and a barrier to experiencing the true benefits of technology.
- In third world or less-developed countries, it is hard for consumers and small businesses to experience the benefits of technology if the infrastructure is not in place. For example, how can someone without electricity or telephones experience the true benefits of a computer? How can countries without an electronic payment system take advantage of e-commerce?
- Critical mass must be achieved to make technology experience beneficial. For example, consumers could not experience the full value of a DVD player, until there were sufficient numbers of DVDs for them to play.
- Lack of standards can contribute to the lack of critical mass, and to lack of interoperability of various products and services.
- In some countries the government has stepped in to subsidize the infrastructure, to help drive and create critical mass.
- End users view technology from a solutions standpoint and are not considering substitute products. For example, if a fax machine can transmit correspondence, why is e-mail valuable?
“The entire value chain must be aligned for the benefits to be perceived. Many developing countries do not have the infrastructure in place to support broadband access, so they do not see as much relevance in owning a computer.”
Dr. Carlos Scheel, Monterrey Institute of Technology, professor
Socio-economics
The GCAB members recognized that the cost of technology is still a factor for many people around the world. While the cost of technology has decreased significantly, technology is still not affordable for many small businesses and consumers. The problem is further exacerbated by the fact that although PC prices have fallen, many cannot afford the software, peripheral devices, services etc. that make the experience productive.
- For example, nonprofit organizations may not have the funding to even properly investigate available technologies, training, and support to be able to fully realize the benefits.
- The Digital Divide is a significant issue that has gained much attention around the world. More consumers around the world are going online to conduct day-to-day activities, such as business transactions, personal correspondence, research and information gathering and shopping. Each year, being digitally connected becomes ever more critical to economic, educational and social advancement. Now that a large number of people regularly use the Internet to conduct daily activities, people who lack access to those tools are at a growing disadvantage. What will happen as the divide continues to widen? If some of the issues that are facing technologically savvy consumers are not addressed, certainly these issues would be exponentially greater to those who have never been exposed to technology.
“Many of the nonprofit organizations that I work with do not have the money to spend on technology or to even find out what technology they need to improve their effectiveness.”
Ken McEldowney, Consumer Action
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