AD741 Topic 2 Case – Color Kinetics

Topic 2 CaseColor KineticsThe Goal of the Color Kinetics Discussion is to debate and understand:Types of Innovation like "Disruptive technology"Strategic & Entrepreneurial Analysiso Choosing initial marketso Choosing first applicationso Segmentationo "Crossing the Chasm"Click on the link to take a virtual tour of the Color Kinetics lobby as it is today in2009.http://www.colorkinetics.com/corp/hq/lobby.htmlAnd here is another example of what Color Kinetics does this time in a restaurantToday, Color Kinetics has customers in MANY markets – even in some of the marketsthey had to choose from in 1999.How and why would you have made the choice of CK’s first market if you were the CEOof Color Kinetics in 1999?Color Kinetics Discussion: Choosing the initial marketIn 1999, the Color Kinetics LED technology wasexpensivedifficult to installnot very brightdid not come in whiteBUT, also, Color Kinetics LED technologycame in rich, saturated colorscould be programmed to run automatically a sequence of changing colorschosen by the customertransformed ordinary areas into stunning and very appealing spacesSo, what market(s) do YOU think Color Kinetics should pursue first in 1999?Some markets Color Kinetics had to choose from in 1999:big retail chains like Gap, Victoria’s Secretnightclubs & casinosairportshotelspools and spashigh-end restaurantsRemember that when you are posting to the discussion, you need to be specific andapply the course concepts.One way to start thinking about this is to apply Moore’s five criteria for choosing an intialmarket for a disruptive technology.Why is the Color Kinetics technology a good application "fit" for your marketchoice?What are the advantages to Color Kinetics of the market you chose?Why is your choice a better choice than a market someone else chose?Is your market choice a "low hanging fruit"? Why?Think about Christensen’s ideas about disruptive technologies that do not work very wellat first and what he says to consider when choosing initial markets.