Welcome!

SDN Journal Authors: Destiny Bertucci, Liz McMillan, Pat Romanski, Elizabeth White, Amitabh Sinha

Related Topics: @CloudExpo, Microservices Expo, Containers Expo Blog, Agile Computing, Cloud Security, @DXWorldExpo, SDN Journal

@CloudExpo: Article

Technology Benefit Cycle: What Gartner & Geoffrey Moore Aren’t Telling You

Understanding the third dimension which is about the path of organizational benefits

The Technology Adoption Lifecycle and Gartner's Hype Cycle are well known in the industry for helping companies make better and informed decisions about technology adoption and deployment. Both have influenced companies the world over and through various technology generations. These models however address only two dimensions - technology maturity and adoption. There is a third and equally important dimension that looks to understand how new technology adoption is going to benefit an organization. It's about understanding the process and the manifestation of possible prosperity, the height of attainment, as well as the futility an organization can experience while adopting new technology. With cloud computing, mobility, Big Data and social collaboration, organizations not only need to understand this third dimension better (to reap the benefits) but they should also be well prepared to experience and manage the entire journey.

The Technology Benefit Cycle is clearly not about the ‘coolness factor' of any given technology; the emphasis or focus is rather on how much ground an organization can cover across the ‘Technology Adoption Success Triangle.'

The Technology Adoption Lifecycle refers to how new technologies are spread and get accepted by their followers and how these technologies are useful in making product / technology selections or purchasing decisions. In 1962, Everett Rogers in his widely read book, ‘Diffusion of Innovations' generalized the technology adoption lifecycle using a bell curve model (see below- ‘Technology Adoption Bell Curve'). He referred to five adoption categories: innovators, early adopters, early majority, late majority and laggards.

In 1991, Geoffrey Moore, in his book, "Crossing the Chasm: Marketing and Selling High-tech Products to Mainstream Customers," predicted a critical challenge - an adoption gap he referred to as ‘The Chasm' within the original technology adoption lifecycle. This then led to his revised and widely respected technology adoption lifecycle model (see below).

In 1995, Gartner introduced the Hype Cycle. Since then, Gartner has used this graphical representation to provide guidance on the maturity and adoption of technologies and applications, and how they are potentially relevant to organizations. With a five-phase approach (technology trigger, peak of inflated expectations, trough of disillusionment, slope of enlightenment and plateau of productivity), Gartner enables many organizations to identify an exaggeration (hype) from the real maturity phases of a given technology evolution to help them make better technology decisions.

Everett Rogers, Geoffrey Moore and Gartner have laid the foundations for helping organizations visualize and better determine their various technology adoption courses. Building on this foundation, organizations now need to understand and evaluate where their technology adoption efforts are moving to, in terms of achieving actual goals and transformations. Organizations that include this third dimension for the purposes of better understanding the benefits that can be gained from technology adoption and the possible dangers in the roadmap, will most likely enjoy better success and avoid futile feats. This added perspective not only gives a holistic view to the process of new technology adoption, but also maximizes the power of organizational innovation.

The "Technology Benefit Cycle," which I have written about before is a graphical representation of different phases and possibilities that a typical organization goes through before attaining success through the adoption and successful implementation of new technologies (see below - ‘Technology Benefit Cycle').

The four stages of the ‘Technology Benefit Cycle' are:

  1. Experimentation with new technologies - where the company's selection and (Random, Thoughtful or Strategic) approach towards experimentation will decide how far new technologies will be of benefit.
  2. Application of technology initiatives for organizational benefits - the determination of whether these are benefiting the cost side of the business and/or making a positive impact on revenue, brand and market share.
  3. Innovation on top of improved organizational characteristics for radical changes - where the innovation brings significant impact to the lives of internal stakeholders like employees or to external stakeholders like customers, partners and the society.
  4. Organizational metamorphosis (transformations) into a new business avatar (NBA) - the transformation of an existing business that disrupts the market or creates new business opportunities that set new trends or create new markets altogether.

While Geoffrey Moore's technology adoption lifecycle warns of ‘The Chasm' that must be crossed for any sizable adoption, and Gartner's Hype Cycle has one ‘Trough of Disillusionment' for technology to be tested and hardened to become mainstream, the Technology Benefit Cycle identifies three gaps (‘gulfs') with the understanding that these gaps can have a fundamental impact on how far organizations can transform themselves in the future market scenarios.

More Stories By Jiten Patil

Jiten Patil is Principal Technology Consultant & Cloud Expert, CTO Office, at Persistent Systems Limited, a global leader in software product development and services. He has 15 years of industry experience and has spent the past 6 years working with cloud service providers, ISVs and enterprises in the field of SaaS, IaaS, PaaS and hybrid cloud computing solutions. His key expertise is in guiding organizations for cloud strategy and roadmap, solution architecting for public & private application services, platform services, multi-tenancy methodologies, application enablement and migration, devising new cloud solutions, tools and IP products, and doing competitive assessment across cloud technologies. He can be reached at [email protected] / Twitter @jiten_patil

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@CloudExpo Stories
The dynamic nature of the cloud means that change is a constant when it comes to modern cloud-based infrastructure. Delivering modern applications to end users, therefore, is a constantly shifting challenge. Delivery automation helps IT Ops teams ensure that apps are providing an optimal end user experience over hybrid-cloud and multi-cloud environments, no matter what the current state of the infrastructure is. To employ a delivery automation strategy that reflects your business rules, making r...
Modern software design has fundamentally changed how we manage applications, causing many to turn to containers as the new virtual machine for resource management. As container adoption grows beyond stateless applications to stateful workloads, the need for persistent storage is foundational - something customers routinely cite as a top pain point. In his session at @DevOpsSummit at 21st Cloud Expo, Bill Borsari, Head of Systems Engineering at Datera, explored how organizations can reap the bene...
Kubernetes is an open source system for automating deployment, scaling, and management of containerized applications. Kubernetes was originally built by Google, leveraging years of experience with managing container workloads, and is now a Cloud Native Compute Foundation (CNCF) project. Kubernetes has been widely adopted by the community, supported on all major public and private cloud providers, and is gaining rapid adoption in enterprises. However, Kubernetes may seem intimidating and complex ...
In a recent survey, Sumo Logic surveyed 1,500 customers who employ cloud services such as Amazon Web Services (AWS), Microsoft Azure, and Google Cloud Platform (GCP). According to the survey, a quarter of the respondents have already deployed Docker containers and nearly as many (23 percent) are employing the AWS Lambda serverless computing framework. It’s clear: serverless is here to stay. The adoption does come with some needed changes, within both application development and operations. Tha...
In his session at 21st Cloud Expo, Michael Burley, a Senior Business Development Executive in IT Services at NetApp, described how NetApp designed a three-year program of work to migrate 25PB of a major telco's enterprise data to a new STaaS platform, and then secured a long-term contract to manage and operate the platform. This significant program blended the best of NetApp’s solutions and services capabilities to enable this telco’s successful adoption of private cloud storage and launching ...
In his general session at 21st Cloud Expo, Greg Dumas, Calligo’s Vice President and G.M. of US operations, discussed the new Global Data Protection Regulation and how Calligo can help business stay compliant in digitally globalized world. Greg Dumas is Calligo's Vice President and G.M. of US operations. Calligo is an established service provider that provides an innovative platform for trusted cloud solutions. Calligo’s customers are typically most concerned about GDPR compliance, application p...
The past few years have brought a sea change in the way applications are architected, developed, and consumed—increasing both the complexity of testing and the business impact of software failures. How can software testing professionals keep pace with modern application delivery, given the trends that impact both architectures (cloud, microservices, and APIs) and processes (DevOps, agile, and continuous delivery)? This is where continuous testing comes in. D
The 22nd International Cloud Expo | 1st DXWorld Expo has announced that its Call for Papers is open. Cloud Expo | DXWorld Expo, to be held June 5-7, 2018, at the Javits Center in New York, NY, brings together Cloud Computing, Digital Transformation, Big Data, Internet of Things, DevOps, Machine Learning and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding busin...
Smart cities have the potential to change our lives at so many levels for citizens: less pollution, reduced parking obstacles, better health, education and more energy savings. Real-time data streaming and the Internet of Things (IoT) possess the power to turn this vision into a reality. However, most organizations today are building their data infrastructure to focus solely on addressing immediate business needs vs. a platform capable of quickly adapting emerging technologies to address future ...
SYS-CON Events announced today that Synametrics Technologies will exhibit at SYS-CON's 22nd International Cloud Expo®, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Synametrics Technologies is a privately held company based in Plainsboro, New Jersey that has been providing solutions for the developer community since 1997. Based on the success of its initial product offerings such as WinSQL, Xeams, SynaMan and Syncrify, Synametrics continues to create and hone in...
You know you need the cloud, but you’re hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected in a way that makes the public cloud a non-starter. You’re looking at private cloud solutions based on hyperconverged infrastructure, but you’re concerned with the limits inherent in those technologies.
Nordstrom is transforming the way that they do business and the cloud is the key to enabling speed and hyper personalized customer experiences. In his session at 21st Cloud Expo, Ken Schow, VP of Engineering at Nordstrom, discussed some of the key learnings and common pitfalls of large enterprises moving to the cloud. This includes strategies around choosing a cloud provider(s), architecture, and lessons learned. In addition, he covered some of the best practices for structured team migration an...
With tough new regulations coming to Europe on data privacy in May 2018, Calligo will explain why in reality the effect is global and transforms how you consider critical data. EU GDPR fundamentally rewrites the rules for cloud, Big Data and IoT. In his session at 21st Cloud Expo, Adam Ryan, Vice President and General Manager EMEA at Calligo, examined the regulations and provided insight on how it affects technology, challenges the established rules and will usher in new levels of diligence arou...
Most technology leaders, contemporary and from the hardware era, are reshaping their businesses to do software. They hope to capture value from emerging technologies such as IoT, SDN, and AI. Ultimately, irrespective of the vertical, it is about deriving value from independent software applications participating in an ecosystem as one comprehensive solution. In his session at @ThingsExpo, Kausik Sridhar, founder and CTO of Pulzze Systems, discussed how given the magnitude of today's application ...
The “Digital Era” is forcing us to engage with new methods to build, operate and maintain applications. This transformation also implies an evolution to more and more intelligent applications to better engage with the customers, while creating significant market differentiators. In both cases, the cloud has become a key enabler to embrace this digital revolution. So, moving to the cloud is no longer the question; the new questions are HOW and WHEN. To make this equation even more complex, most ...
As you move to the cloud, your network should be efficient, secure, and easy to manage. An enterprise adopting a hybrid or public cloud needs systems and tools that provide: Agility: ability to deliver applications and services faster, even in complex hybrid environments Easier manageability: enable reliable connectivity with complete oversight as the data center network evolves Greater efficiency: eliminate wasted effort while reducing errors and optimize asset utilization Security: imple...
Mobile device usage has increased exponentially during the past several years, as consumers rely on handhelds for everything from news and weather to banking and purchases. What can we expect in the next few years? The way in which we interact with our devices will fundamentally change, as businesses leverage Artificial Intelligence. We already see this taking shape as businesses leverage AI for cost savings and customer responsiveness. This trend will continue, as AI is used for more sophistica...
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, led attendees through the exciting evolution of the cloud. He looked at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering m...
Digital transformation is about embracing digital technologies into a company's culture to better connect with its customers, automate processes, create better tools, enter new markets, etc. Such a transformation requires continuous orchestration across teams and an environment based on open collaboration and daily experiments. In his session at 21st Cloud Expo, Alex Casalboni, Technical (Cloud) Evangelist at Cloud Academy, explored and discussed the most urgent unsolved challenges to achieve f...
In his session at 21st Cloud Expo, Raju Shreewastava, founder of Big Data Trunk, provided a fun and simple way to introduce Machine Leaning to anyone and everyone. He solved a machine learning problem and demonstrated an easy way to be able to do machine learning without even coding. Raju Shreewastava is the founder of Big Data Trunk (www.BigDataTrunk.com), a Big Data Training and consulting firm with offices in the United States. He previously led the data warehouse/business intelligence and B...