digital natives

Your product is great but fails to attract the masses? Here is how to attract the late adopters!

Got a web2.0 service or a small project going but fail to reach the masses? Or you have a mass market product but fail to grow into the market occupied by traditionalist clients? No wonder, your small project is probably a geek thing and your mass market product is likely so stuffed with options that simple work tasks are hardly explicitly supported. Don't be offended - that's just brilliant - but just not enough. You will need to get to the late adopters if you want to grow! in this post I will tell you how.

Facing the digital natives

Individuals compete for work in labour markets. Gaining a competitive advantage over other knowledge workers that compete in the labour market is increasingly about how effectlively and efficiently we manage our digital resources. Whether word-files, pdf-files, or more complex data queries - what we produce is increasingly captured, stored and transmitted in digital form.

Looking at how the “young” generation is handling digital resources one becomes aware how much more efficient this generation handles digital information. I have recently watched a documentary on the BBC where schools with distributed learning initiatives were documented. The interviewer asked some of the kids an interesting question: whether they prefer reading traditional books or books on digital devices. The answer of almost any child was straight forward: e-books on digital devices, of course! On these devices, there is much more information, not just one book but rather full libraries. The kids even prefer reading text on a screen rather than print-outs on paper! This is suprprising, because all of the people I have ased that are about my age (in their mid and late 20ies) prefer a printout over a digital screen in order to work with data. This made me realize: we are in for a quite fundamental change!

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