The take-off of an interactive innovation: Evidence from China

An interactive innovation cart be defined as an end-user application which is subject to network effects at both the demand and supply sides. As a result of network effects, the diffusion of such an innovation is predicted to follow a take-off curve coinciding with the advent of a critical mass of adopters. The current literature on innovation diffusion, mainly focusing on the demand-side dynamics, such as information cascades and herding behaviors among potential adopters, is not sufficient to explain the take-off (or the failure) of interactive innovations. In this paper, we present and examine a case study of the take-off of an interactive innovation, namely the caller-ring-back-tone (CRBT) and mobile music - mobile value-added services (MVAS) - in China. We find that supply-side dynamics, such as choices of platform strategies, helped drive the take-off of this innovation within China's institutional boundaries. The paper makes a contribution in two ways: first, it presents an 'inside-out' view of a unique case of takeoff phenomenon; and, second it provides an integrated view combining factors from both the demand and supply sides to explain the take-off phenomenon, which is rare in empirical studies. (C) 2011 Elsevier Inc. All rights reserved.