• Proceedings of the Korean Information Science Society Conference
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• 2007.06d
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• pp.375-378
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• 2007

2002년 이후 한국에서 유무선 통합(fixed-mobile convergence)을 주도하고 새로운 성장동력의 혁신적 유망서비스로 각광을 받아온 공중 무선랜(Public Wireless LAN) 서비스는 일종의 캐즘(chasm)이라 할 수 있는 수요확산이 정체상태에 처해있다. 즉, 공중 무선랜 서비스 초기에는 전국의 도심지역에 무선랜이용가능 지역인 hotspot 지역을 설치하고 가입자 확보를 위한 집중적인 마케팅 활동을 펼쳐왔다. 그러나 초기에 급증하던 가입자 규모는 증가추세가 둔화되어 최근에는 오히려 감소하는 상황이다. 이에 본 논문에서는 지각된 서비스 특성과 지각된 개인특성, 지각된 서비스 비효용성을 중심으로 일반인이 공중무선랜을 채택하지 않는 요인들을 구조방정식을 통하여 실증적으로 규명하였으며, 공중 무선랜의 새로운 성장을 위한 시사점을 제시하고자 한다.

• Asia Marketing Journal
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• v.6 no.2
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• pp.69-87
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• 2004

This study introduces the marketing case of KT NESPOT, the new product marketing strategy of hi-tech communication services. Hi-tech products have different characteristics and the marketing strategy from introduction to growth stage is particularly important for the success of such products. This case explored the characteristics of hi-tech products, analyzed the marketing environments, and suggested how such new products can succeed in marketing.

• Asia Marketing Journal
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• v.5 no.1
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• pp.51-66
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• 2003

지금까지 카테고리가 없던 혁신적 신제품이 시장에 진입하는 데는 없던 시장을 새로 만들어야 하기 때문에 많은 저항에 부딪힌다. 이를 극복하는 방안을 본 연구에서는 시장창조 전략이라 하고 구체적으로 11 가지 제안명제를 제시하고 있다. 먼저 저항을 극복하기 위해 도입기와 성장기를 보다 세분화하여 시장형성, 강화, 확장으로 나눌 필요가 있다(제안명제 1). 다음으로 시장형성, 강화, 확장의 각 단계별 저항을 극복하기 위해 가치이동, 장벽이론, 캐즘이론, 팬텀이론, 허수잠재성, 메가마케팅 및 홍보, 스키마이론 등에 근거한 7 가지 제안명제를 준수할 필요가 있다. 끝으로 여러 저항 극복을 위해 혁신적 신제품과 신제품에 모두 적용되는 마케팅전략인 제안명제 9, 10, 11을 준수할 필요가 있다.

• Journal of Information Technology Services
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• v.13 no.1
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• pp.221-251
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• 2014

This paper is to investigate the degree of impact of social media use on buyer's value. Buyers of innovative digital devise are classified into three groups based on adopting behaviors. This study focuses on the degree of changes in information accessability and trust, and their associations with increased value perceived in resulting quality life. The result shows the gap in information accessability has disappeared while the one in trust remained. This implies that the gap among adopters in diffusion curve, so-called the chasm notion is very likely to be lessened or disappeared due to social network openness. Also, shown are the relationship of these variables with the degree of purchase value more stable with information accessability than with trust, all in varying patterns though. It implies that information sharing through social media be accompanied with source credibility in order to be of more value not only to buyers but also to sellers especially for new interactive devices.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.4
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• pp.39-47
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• 2015

"Series A Crunch"problem has become worse off as funding gap between angel seed investment and traditional VC Series A investment is getting the larger due to big boom over early startup investment both in Korea and US. The strong needs for new concept of fund alternative such as bridge fund is outstanding to fill up the funding gap in the early stage of venture investment. This research is brought to define the concept of 'Series A Crunch' problem and to diagnose its causes, eventually, popping up 'the concept of Micro VC Fund' to come up with this problem in Korea. Also, this paper suggests the policy alternatives to introduce Mivro VC Fund and accommodate its successful performance.

• Journal of Information Technology Services
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• v.18 no.1
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• pp.27-44
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• 2019

The goal of this study is to find why the consumers are reacting slowly or negatively toward smartwatches. Even though, smartwatches provide useful information such as health care and text message, the market was not growing fast as expected, and seems to be stagnant at this point. Thus, the future market predictions are varied. To find out why this may have happened, a Q-method study using non-adopters was conducted. In order to find out depth explanations from each interviewers, the research team chose the Q method and Q sorting to classify the different reasons for non-adopters. Based on the interview, all participants were clustered with into groups with similar patterns of the answers. The research team classified the interview group to three categories 1) Technology Discontent 2) Service Discontent 3) Indifferent. The research team analyzed each category reasoning and logics. Also the team compared the result to the technology chasm as it was proposed by Rogers (1969) to measure the maturity of the consumers.

• 한국HCI학회:학술대회논문집
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• 2009.02a
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• pp.769-774
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• 2009

디지털 기술의 발달과 급진적인 IT 산업의 발전은 환경적 인프라의 통합 및 구축을 촉진시켰으며, 이를 기반으로 한 모바일 기기들의 기술적 통합 (Technology Convergence)을 통하여 테크노매드 (Technomad)와 같은 이동성향을 가진 사용자들이 등장하기 시작하였다. 모바일 컨버전스 디바이스에 대한 사용자들의 니즈 (Needs)는 점차 증가추세를 보이고 있으나, 모바일 컨버전스 디바이스의 수요는 캐즘을 넘지 못하여 시장에서 성공적으로 진입하지 못하고 있는 실정이다. 모바일 컨버전스 디바이스를 통해서 얻을 수 있는 디지털 서비스의 구축이 미비한 부분도 있기는 하지만, 만족스럽지 못한 사용성이나, 기기의 도메인적 특성의 불명확함은 기술이나 성능의 수용 민감도가 높은 선각수용자 (Early Adopter)들의 사용에서만 그치게 하는 등의 한계점을 가지고 있다. 이에 본 연구는 모바일 컨버전스 디바이스의 개념과 도메인적 특성을 조사하고, 이를 통하여 사용 임계값 (Threshold)이 매스유저 (Mass User)가 모바일 컨버전스 디바이스를 사용하는데 진입장벽의 원인으로 작용하는 것을 발견하였다. 이러한 사용 임계값 (Threshold)이 실제 태스크 (Task)수행 시 미치는 영향을 파악하기 위하여 휴리스틱과 선각수용자 (Early Adopter)의 웹 기반 조사를 실시하였고, 사용 임계값 (Threshold)의 영향으로 제대로 사용이 이루어지지 않는 태스크 타입 (Task Type)에 따라 시간적, 물리적 사용 임계값 관리 (Threshold Management)가 필요함을 발견하였다. 이를 개선하기 위해 실제 사용자들의 사용을 FGI (Focused Group Interview) 및 Contextual Inquiry 등의 정성적인 사용자 조사방법을 실시하여, 사용자에게 모바일 컨버전스 디바이스를 통하여 만족스런 사용성 및 경험을 제공하기 위해서는 시간적, 물리적, 시야적 사용 임계값 관리 (Threshold Management)를 개선 해야 함을 밝혀내고 결론적으로 이에 대한 가이드라인을 도출하였다.

• Journal of Intelligence and Information Systems
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• v.15 no.1
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• pp.15-30
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• 2009

As knowledge is now being distributed and shared through the Internet not only in the form of text but also in that of video, UCC (User Created Content) knowledge video sharing services have emerged on the Internet such as Instructables.com. This paper deals with a UCC knowledge video service in real world and reports the case of analyzing its customer model. The knowledge video sharing service can be considered as both a kind of discontinuous innovation, which requires knowledge provider's technical ability of creating and editing UCC video, and a value network, which matches UCC providers and consumers therefore brings network effect, we first adopt the Chasm theory as the base of the customer model and refine the customer model referencing the Technographics, which is also an Internet-refinement of the Chasm model. Finally, non-customer analysis of Blue Ocean strategy is applied for exploring potential customers of the service.

• The Journal of the Korea Contents Association
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• v.15 no.9
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• pp.509-526
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• 2015

The study investigated the N-Screen strategies of paid digital contents of foreign newspapers belonging to advanced companies: USA, United Kingdom, and Japan. This research employed the time to launch paid digital content business, whether or not to segment market, and 4p marketing mix strategies for analyzing the strategies. The results show that the strategies, starting around the year 2000, had experience chasm, and then revived since the year 2010, when the penetration rate of mobile devices proliferated. Most newspapers still supply contents under the assumption that they paly in a mass market. The items of paid digital contents are mainly composed of e-paper and digital contents. Regarding the price strategy, soft paywall and combination paywall are largely used. Distribution strategy is subject to whether or not to discriminate the path of digital contents. As for promotion strategy, bundling strategy with newspaper is mostly utilized. The difference between western countries and Japan was found in term of the free trial service.

• Journal of Convergence for Information Technology
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• v.11 no.6
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• pp.40-48
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• 2021

The paper dealt with the fact that the green deal took place when the demand for electrical energy surged. However, the procurement of electric vehicles and much of the electric energy of the future still depends on fossil fuels. Accordingly, the importance of the IT industry is highlighted, and the demand for hydrogen-electric vehicles and related industries increases. The method of this study investigated the relevance of EV charging as a future next-generation power source rather than the electric energy demand of the IT industry. This study derives the correlation between industrial electricity and household energy PPP according to economic growth through empirical regression analysis. As the result, it was found that the amount of change, including electric and next-generation electric vehicles, was significant for on thirds of the countries in the change in purchasing power compared to GDP. This affects overall purchasing power as twelve out of thirty two countries with EV demand (Italy, Canada, Switzerland, Poland, Slovenia, Germany, Slovakia, Finland, Sweden, Czech Republic, Estonia, Denmark) are more sensitive to electric energy. This is related to the charging of EVs or hydrogen as the next-generation power of the future rather than the electric energy demand of the IT industry. By preventing waste of unused electricity of IT-electric energy sources and charging-preserving hydrogen electricity, it seems indispensable to prepare for the national IT power conservation buffer facility for supply and demand in future growth.