GPS or the Global Positioning System is a navigation system that allows users to determine their location, speed and direction at a particular time.
It is the first completely performing Global Navigation Satellite System (GNSS); initially it was a project of the US Army and was developed my the Department of Defense for military purposes, it was president Ronald Reagan who in his tenure allowed this technology to be passed on to the consumers, since then it has become a widely used navigation tool and is now installed in a lot of devices example cell phones, and numerous cars have their own built in GPS systems in themselves that allows users to locate themselves these system not only tell the drivers their locations but also answer their queries such as helping to identify the shortest route to get to a place or recommending restaurants or tourists spots of that area and giving them routes of those places. (The Global Positioning System, 2008) Roger’s five attributes of innovation Relative Advantage
It is the degree to which the invention is considered to be superior to its competitors or rather the idea it left behind. A customer would want such product in this case a GPS in order to feel this advantage, prior to this there was no navigation systems except for plain old compasses. This makes life easier as it does the work for you and tells you your precise location without hassle. (GPS Innovation, 2008) A marketer would look at this as a great opportunity because the alternative to this technology is old and requires a lot of effort, a product that is this convenient requires minimum amount of promotion and sells like hot cakes, further it even allows the marketer to charger a premium on giving such technology to users hence price can be set high as well.
Compatibility Compatibility is the degree to which the innovation is considered to be in line or rather consistent with what was demanded by the consumers. From the consumers perspective the GPS is highly compatible as it solves their issues relating to navigation just fine, tells them their location and helps them in determining their routes to get to their destinations. A marketer can bank on this compatibility with user demands and promote this aspect a lot in the campaign telling users how the product is consistent with their demands. (Langley, 2008) Complexity The degree to which the product is considered to be difficult to use and understand.
The GPS system at first must have been considered difficult to use as it use to tell the location using technical terms such as longitude and latitude but as the technology progressed it was made easier and the image of a GPS improved giving it a more user friendly touch. (Innovation adoption curve of Rogers – Innovators, Early Adopters … , 2008) The marketer considering the initial reservations of the user made some changes in the product for example brought in more maps and made the entire display pleasant and simple hence made it easier for themselves to market it. (Langley, 2008) Trialability The degree to which a certain product can be put on a test or trial. The trialability of a GPS is of course high as these devices can be given out to the customers for a few days and enable them to enjoy its benefits.
The marketer likes this fact that the product can be conveniently experimented by the user before buying it making it further easier to sell. Observability This means the degree to where the results of a product are evident and can be observed by the users. This helps a lot to the customer because it just reinforces the benefits of having the device, in case of a GPS the benefits are very much evident and can be experienced first hand hence the observability is high. It is always easier to market a product whose benefits are evident, and results are observable; the GPS provides marketers with every benefit in terms of observability. (Langley, 2008)Sample Essay of Masterpapers.com