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Yajnesh

Prakash N

International Marketing

31 August 2021

Characteristics Of Innovation

● Relative Advantages
According to their current position, your potential audience needs to recognise how your
innovation improves prior-generation items. Improvements can be made in one or more of these
categories, such as combining several functions into one tool, providing better service, reducing
the need for equipment and supplies, improving the interface, increasing customizability,
extending the product’s life, empowering people, and so on.

Typewriters have been replaced by computer word-processing applications as a basic illustration

of innovation. The relative benefit was clear; these word programmes required no additional
physical equipment other than a personal computer; they minimised the need for ink; papers
could be quickly updated, and files could be stored and transferred to other computers via PDs
and discs. Typewriters were quickly phased out of offices as these computer word-processing
applications took their place.

● Compatibility
The harmony of an invention’s relationship with potential persons as they mentally integrate it
into their lives is compatibility. Potential customers need to realise that the innovation you are
offering is compatible with their way of life. If your innovation necessitates a significant lifestyle
change or requires a user to purchase additional items to utilise it, it is more likely to fail.
Apple's iPad is a beautiful example of innovation; when it was first launched, it had a high level
of compatibility with customers' lifestyles. Many customers could utilise the iPfor to replacing
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their current products, including checking email, reading periodicals, books, and blogs, watching
movies online, and many other things that they previously performed on their smartphones and
laptops.

● Complexity vs Simplicity
Complexity hinders your development; potential consumers find it more challenging to adopt
complicated innovations into their lives. Adopters do not devote much effort to learning how to
utilise new technology. The more natural your invention is, the more likely it is to be accepted.

Simplicity should be the primary emphasis of your design team's work. Your staff must solve
user-experience issues and then clarify them through FAQs, walkthrough videos, tooltips, and
other learning resources.

● Trialability
Trialability refers to how easy it is for potential adopters to try out your novel concept. Users
want to take a quick peek at what your invention can accomplish before committing to it, and
they want to test it out. The basic notion of trial sizes for tangible items and beta releases for
digital goods is this. Every early adopter wants to see for themselves what life may be like if they
use the product.

There are examples of digital product trialability being achieved; offers of a 30-day free trial
with limited capability, hoping that consumers would have a positive experience during this time
and that purchasing the full subscription fee is worthwhile.

● Observability
The benefits or outcomes of utilising an invention that is obvious to potential adopters are known
as observability. Potential adopters must clearly understand the benefits of adopting and using an
invention, which goes beyond having earlier users utilise it in the presence of later users.
There are a few techniques to demonstrate benefits to potential adopters:
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1. A comparison of the two. A side-by-side comparison with the currently used product is
beneficial when your invention offers essential and apparent benefits.
2. Before and after pictures Demonstrating to adopters how your invention will positively affect
their lives will have a significant impact on your innovation's success.
3. Customer testimonials Individuals prefer to hear from people whom they believe to be similar
to them; thus running an ad campaign is crucial. Users that leave reviews and testimonials have a
significant influence on swaying future buyers.