Gartner Hype Cycle (July 2007)
Adrian J Cotterill, Editor-in-Chief
Only last July Gartner Group predicted that Retail Digital Signage had 5 to 10 years to go UNTIL, what they call, mainstream adoption. My how they have got it wrong!!!
A Hype Cycle, in Gartner terms, is a graphic representation of the maturity, adoption and business application of specific technologies.
Since 1995, Gartner has used Hype Cycles to characterize the over-enthusiasm or “hype” and subsequent disappointment that typically happens with the introduction of new technologies.
Hype Cycles also show how and when technologies move beyond the hype, offer practical benefits and become widely accepted !!!
March 20th, 2008 at 12:07 @546
Not withstanding whether Gartner have ‘correctly’ identified the time period for mainstream adoption, this is an interesting re-interpretation of an adoption curve model. (Everett M. Rogers in his 1962 book, Diffusion of Innovations, is an early proponent and the recognised pioneer.)
However I would suggest that currently Retail Digital Signage is still someway off mainstream adoption.
Its penetration among mainstream retailers is low (yes I know Wal-Mart have it); but more importantly customers have yet to embrace it…and they are the critical group who have to ‘adopt’ not the retailer, the network supplier, the advertiser and so on.