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WHAT IS THE TECHNOLOGY PUSH MODEL OF PRODUCT DEVELOPMENT?

V. Ryan 2013

 

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The term ‘Technology Push’, refers to advances in technology and the way in which these are introduced to the public / consumers, in the form of commercial products. In this model, research and development in new technology drives the development of new products.
The technology push models starts with a technological development. A good example is touch screen technology. It first appeared as published research by E.A. Johnson at the Royal Radar Establishment UK, in the mid 1960s. The technology began to attract research and development funding. It was not until the 1980s, when Hewlett Packard introduced a touch screen computer, that a product was introduced to potential consumers. Later developments of touch screen technology included hand writing recognition. as seen in the released of Apple’s Newton PDA in 1993. By 1996, Palm introduced its Pilot Series into the growing PDA market. As the technology advanced, allowing touch screen technology as we know it today, new product ideas, such as the iPod touch and several iPhone look a likes followed. Advances in technology was the driving force.
 
 
TECHNOLOGY PUSH - LINEAR DIAGRAM
 
 
 
 
The ‘technology push’ model does not always work, as it depends on new technology being made available in the form of new products, which have not always been market tested adequately first.
 
A prime example of this was seen with the introduction of the Sinclair C5 in the mid 1980s, an electric vehicle aimed at commuters. Although technologically advanced for the decade, it had a low top speed and short range. Furthermore, it was fitted with pedals, which were used by the driver when going up hill. The vehicle was 'dwarfed' by other traffic.
When seen on the TV during its launch, video of it being passed by other vehicles, especially lorries, created a very negative picture of the product. Compounding this, was the fact that it was open to the weather. The C5 was the product of technological development NOT a market need. It failed as a commercial product.
 
 
 
 
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