Understanding the user within the innovation spiral

This paper will examine the concept of an innovation spiral process in relationship to the mobile communications sector of the Information and Communications Technology (ICT) industry which is the product of convergence of the telecommunications and the information technology (IT) industries. The fundamental theoretical framework for the paper is that innovative applications prescribed by users of an adopted technology can be a significant driver of further product evolution which then can fuel further market innovation. New products that are spectacularly 'successful' are those that give rise to this spiral of product innovation and market innovation. The paper will first review the macro perspective of this theoretical framework by analysing the spectacular success of the short message service (SMS) in the GSM digital mobile communications over the last twenty years from the product concept. This conceptual framework is then considered at a micro level to review three consecutive research projects by the authors over the last ten years. The broad aim of these projects was to better understand potential user adoption of new mobile telecommunications products. The first research project in the mid 1990's examined the barriers and enablers to the adoption of mobile phones by selected disadvantaged groups in society, in particular, people with disabilities. A modified focus group methodology based on interactive workshops was developed from this research project to gain insights into user innovation. This methodology was developed further in more recent research projects looking at the likely user take up of evolving multimedia capable mobile devices for innovative applications. The second study indicated that the market evolution of mobile internet like applications is likely to be very different from those developed for the fixed internet because of the different characteristics of the user groups. While the individual research projects have been published, this paper brings together the macro and micro perspectives of this innovation spiral to demonstrate the value of this theoretical framework for market forecasting for realising technology commercialisation. The research also has implications for the 'form' of new high technology products and how they are marketed which places less emphasis on technical features but more on matching with user needs.