asked whY,certain categories ofadministrators, andI know anY grouP ofsult, theY are muchrmer than the latter'gaining a beachhead'.te customers, it alsoers to buY in.ring the marketPlacersequent stages in thewing figure:CROSSING THE CHASM-AND BEYOND 25The Landscape of the Technology Adoption Life CycleMain StreetTornadoEarly MarketEnd of LifeChasmThe BowlingAlleyThe map divides up the landscape into six zones, which arecharacterized as follows :).. The Earb Market, a time of great excitement when cus-tomers are technology enthusiasts and visionaries looking tobe first to get on board with the new paradigm.2. The Chasm, a time of great despai4, when the early-markettinterest wanes but the mainstream market is still not com-fortable with the immaturity of the solutions available.3. The Bowling Alley, a period of niche-based adoption inadvance of the general marketplace, driven by compellingcustomer needs and the willingness of vendors to craftniche-specific whole products.4. The Tornado, a period of mass-market adoption, when thegeneral marketplace switches over to the new infrastructureparadigm.5. Main Street, a period of aftermarket development, when thebase infrastmcture has been deployed and the goal now is toflesh out its potential.End of Life, which can come all too soon in high techbecause of the semiconductor engine driving price/perfor-rnance to unheard of levels, enabling wholly new paradigmsto come to market and supplant the leaders who themselveshad only just arrived.TheThe
3gy must changehese stages. Therrgue for a niche-: (chapter 3)'direction toward)mmon standardack again towardspecific adaPta-ue through mass¿ it is imPerativeere their marketsof Part One).n of the tornado' structure in theling who is friendlwo, chaPter 7).lcture, comPanies:ir status within itrompany taking its' and defending it¡ to strategY is then, demanding aírmanagement teamrr map in the otheç:k Road.tllllflllll'1IN THE BOWTING ATTEYFor Dorothy to get to the Emerald city of oz, she had to journeythrough a number of strange lands. Just so for the high-techenterprise, which having just left the chasm and establisheditself on a beachhead, is now invited to proceed further into---abowling alley? Well, yes, if only to make a point.The bowling alley represents that part of the TechnologyAdoption Life cycle in which a new product gains acceptancefrom niches within the mainstream market but has yet toachieve general, widespread adoption. The goal of bowlingalley marketing is to keep moving toward the tornado, toprogress from niche to niche developing momentum. Eachniche is like a bowling pin, something that can be knocked overin itself but can also help knock over one or more additionalpins.