MKTG3303 – Smartwatch Technology

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MKTG3303 – Smartwatch Technology

QUESTION 1: TECHNOLOGY EVOLUTION

Evolution of Smartwtch

The smartwatch technology has evolved significantly in various stages since 1974 such as Nelsonic game watches of the 1980s, the Seiko message watch of the 1990s, and the Apple Watch of 2010s. Nelsonic game watches were first established in 1989 as incremental change to improve the value of watches by including games despite that these games were simple. In 1990s, the Sieko Company improved the value of smartwatches by introducing the Sieko message watch through incremental change (Kim 2017). This watch could receive simple text messages from a paging service. However, the paging service went offline on December 31, 1999 and hence the watch were discontinued. Currently, the watch is worn as a regular digital watch but cannot function as a beeper. Fifteen years later, Apple introduced Apple watch which came as a result of radical change. At this time, there was high demand for innovative watches in the market and hence there was need for developing a new product that would meet the customer demands. Unlike the Nelsonic game watches and Seeiko message watch, in order for the Apple watch to perform many of its functions such as texting and calling; it depends on a wirelessly connected iPhone (Dingman & Kennedy 2015).

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Description

MKTG3303: New Product Development & Commercialisation
Individual Assignment – Smartwatch Technology
Background:
In recent years, smartwatches have become important for researchers, designers and consumers. They
are still in the early stages of diffusion in the market, but represent the most popular type of wearable
devices. Although current smartwatches are limited in various ways, it is likely that their capabilities
will continue to evolve and grow with associated technical improvements over time. In the market
place, little is known about why some people are more likely to adopt smartwatches than others and
how will this technology continue in the market. MKTG3303 – Smartwatch Technology.
As an introduction to the topic you may wish to watch the following video:

Task: You are to assess the innovation of “Smartwatch” with respect to the theories taught in weeks
1 to 5.
Q1: Technology Evolution: Marks
Smartwatch technology evolved after 1974 with a number of significant evolutionary
steps. MKTG3303 – Smartwatch Technology.
a) Please identify 3 such evolutionary steps after 1974 and explain if those
evolutionary steps were radical or incremental in nature.
b) Please draw an S-Curve of the evolution of Smartwatch from 1974 to today
(including the identified items above), and explain your choice of the shape of the
S-Curve. MKTG3303 – Smartwatch Technology.
15%
With reference to Clayton Christensen’s theories of disruptive innovations:
c) Please identify a specific case (other than architecture/engineering/construction)
where the introduction of smartwatch has disrupted an existing industry and
explain the nature of the disruption. MKTG3303 – Smartwatch Technology.
d) Can you foresee a disruption scenario that is likely to occur within the next 5
years?
15%
Q2: Adoption and Diffusion Marks
You are part of a senior marketing team of an important and successful smartwatch
company, the best company that manufactures popular smartwatches.
a) With reference to the topics covered in class please explain the reasons your
company is doing well in regards to the adoption of this technology.
b) Now make a recommendation how you would forecast demand for both existing
markets and emerging markets for the production of these watches. MKTG3303 – Smartwatch Technology.
30%
Dr Manijeh Reyhani The University of Western Australia
Q3: Turning Technology into Business: Marks
You are planning the next generation of smartwatches (for all current as well as
emerging market segments) by stablishing a new firm, and you know that you need to
create value for market. Describe the process:
a) Innovation management:
With reference to a process of taking an emerging technology to market describe a
cross-functional management team. What function each member represents? How
many other functions are represented? Provide some insight into how the team is
able to innovate given the different perspectives members bring to bear on the
task. Describe how the innovation will benefit from and/or will be constrained by
inter-organizational networks such as strategic alliances, joint ventures, and other
partnerships. MKTG3303 – Smartwatch Technology.
b) Organizational features:
Describe the characteristics of the firm as you understand them for a successful
outcome, such as its management practices, employee base, product development
process, organizational culture, etc. MKTG3303 – Smartwatch Technology.
c) Organizational learning:
Based on your research, learning and reflection name three things that your
organization should do to transfer this technology successfully into market.
30%
References:
Cited at least 8 references (other than the textbook) correctly using the Harvard style
of referencing: http://www.library.uwa.edu.au/help/guides/harvard_citation_style
10%
Length:
Maximum of 2,500 words in Times New Roman 12 font with 1 ½ spacing including cover page,
references and any included images. A penalty of 5% applies for every 200 words or part thereof
outside the limit. MKTG3303 – Smartwatch Technology.

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MKTG3303 – Smartwatch Technology

QUESTION 1: TECHNOLOGY EVOLUTION

Evolution of Smartwtch

The smartwatch technology has evolved significantly in various stages since 1974 such as Nelsonic game watches of the 1980s, the Seiko message watch of the 1990s, and the Apple Watch of 2010s. Nelsonic game watches were first established in 1989 as incremental change to improve the value of watches by including games despite that these games were simple. In 1990s, the Sieko Company improved the value of smartwatches by introducing the Sieko message watch through incremental change (Kim 2017). This watch could receive simple text messages from a paging service. However, the paging service went offline on December 31, 1999 and hence the watch were discontinued. Currently, the watch is worn as a regular digital watch but cannot function as a beeper. Fifteen years later, Apple introduced Apple watch which came as a result of radical change. At this time, there was high demand for innovative watches in the market and hence there was need for developing a new product that would meet the customer demands. Unlike the Nelsonic game watches and Seeiko message watch, in order for the Apple watch to perform many of its functions such as texting and calling; it depends on a wirelessly connected iPhone (Dingman & Kennedy 2015)……

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