Negative effects of not working with early adopters.
Not giving early adopters an opportunity to have access to technology may backfire the creator of technology and the technology itself in a number of ways.
The negative effects of the early adopters not getting access to technology
For example, it is possible that an early adopter has a self-image of being a leader and having exclusive access to technology. He or she may also be used to getting a lot of attention, to explaining to others how technology works and to being able to determine the strategy of technology development and penetration into an industry.
This also means that when an early adopter sees a technology being used by someone else and the place of the visionary taken by someone else, he or she is likely to dismiss the technology and ignore it.
This may happen consciously, but it may also happen unconsciously. If a person is used to getting access to the latest gadgets and notifications from manufacturers and then the person suddenly misses out on a gadget, he or she may decide that the gadget must be not that interesting or important since the manufacturer did not send a personal notification about it.
Because early adopters typically have a reputation for learning about new technologies quickly and telling others about these technologies, too, people around early adopters are also likely to ignore a technology when someone they know to be an early adopter is ignoring it.
For example, if you had a friend who would always get the latest model of an iPhone the day the model was available, you’d be very likely to ask the friend about the opinion of the new model of the iPhone and rely on that opinion heavily when deciding whether or not you should get the iPhone. On the other hand, if you knew that there was a new model coming out and you friend ignored the model, you’d be more likely to ignore it too, knowing that your friend probably has a very good reason to skip the model.
The failure of Google Glass
What happened during the experiment and what happens with other technology is consistent with failures of certain technology products, such as Google Glass.
When Google unveiled Google Glass in 2012, Time Magazine said that it was one of the best technological inventions of the year. Vogue magazine has dedicated twelve pages to the introduction and description of the product. Even The Simpsons dedicated an episode of the show to The Glass. The product also appeared on multiple morning and evening TV Shows. Presidents and celebrities all over the world have tested the product, including Bill Murray, Oprah Winfrey and Beyonce. However, Google closed the project on January 15, 2015.
What happened with Google Glass was similar to what happened during the experiment by Christian Catalini and Catherine Tucker at the MIT: Google chose not to sell Google Glass to early adopters of technology in stores and later on many of the early adopters simply ignored the technology.
Under pressure from the marketing team, instead of selling or giving the device to early adopters, Google positioned it as a fashion item and sold Google Glass at a discounted price to select journalists and fashion influencers before giving early adopters of technology access to the product.
This strategy has backfired in a number of ways. First, it really upset technology fans who were reading about the product but could not buy one. Not only was Google not selling the product to the public when media was writing about it, it didn’t even know when it would be able to make it available because at the time of unveiling the product was in beta-testing.
When the product finally reached tech reviewers, many of them chose to be very skeptical and described it as a product with a lot of technical bugs and very unimpressive battery life. In addition to this, many of the tech geeks started raising questions about privacy and making recordings of private moments without consent of participating individuals. This led to many establishments such as clubs, bars and casinos banning the device. Eventually, Google Glass went from being a device that everybody wanted to put their hands on to a device that became a subject of jokes and punchlines.