Read e-book online Bandwagon Effects in High Technology Industries PDF

By Jeffrey H. Rohlfs

Economists use the time period "bandwagon influence" to explain the convenience a shopper enjoys due to others’ utilizing a similar services or products. The heritage of videocassettes bargains a extraordinary instance of the facility of bandwagon results. initially there have been technical criteria for videocassettes within the usa: Beta and VHS. Beta used to be extensively appeared to have greater photo caliber, yet VHS may possibly list longer tv courses. finally the choice of Beta cassettes shrank to 0, leaving shoppers no selection yet to get at the VHS bandwagon. the main profitable bandwagon, except mobile carrier, is the net. during this publication Jeffrey Rohlfs exhibits how the dynamics of bandwagons range from these of traditional services and products. they're tough to start and infrequently fail earlier than getting below method. A vintage instance of a advertising failure is the Picturephone, brought via the Bell method within the early Seventies. Rohlfs describes the fierce battles waged by way of opponents while new prone are brought, in addition to instances of early contract on a unmarried technical average, as with CDs and CD avid gamers. He additionally discusses the controversy between economists and coverage analysts over the benefits and drawbacks of getting governments set technical criteria. The case stories comprise fax machines, phones, CD gamers, VCRs, own pcs, tv, and the net.

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Digital fax machines and CD players), suppliers voluntarily interlink their services. , local and long-distance telephone service), the government mandates interlinking. , the Internet), the government has facilitated, but not mandated, interlinking. Nevertheless, in many bandwagon markets suppliers are not interlinked or are only partially interlinked. For example, Apple computers are only partially interlinked with “IBM-compatible” computers—that is, those that are based on Intel microprocessors and run Microsoft Windows.

The choice depends largely on the considerations identified in this section. 5 Supply Coordination with Complementary Bandwagon Products Coordinating supply is always problematic for complementary bandwagon products. Where the chicken-and-egg problem exists (as described at the beginning of part II), coordination is absolutely essential. Even where there is no chicken-and-egg problem, coordinating supply is generally constructive. At a minimum, base-product suppliers can profit by ensuring that their product designs work well with the product designs of the complementary products.

Entrants, even if they have a superior product and superior service, may be unable to match the bandwagon benefits that the incumbent (with its larger user set) offers its customers. Thus, entrants may go out of business or remain small indefinitely. It is possible, however, that two or more firms each amass a large user set. Such an outcome can be sustainable if the user set of each supplier has a substantial community of interest within itself. Because of that 46 Chapter 4 community of interest, the customers of each supplier may find the services of other suppliers unattractive.

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