To succed in market, Superior Technology is not just enough, we must supply a satisfying user experinece
From Donald's Book
In early days,a technology cannot meet all the needs of its customers. Leading -edge adopters, the early adopters, need technology, and they are willing to suffer inconvenience and high cost to get it. Meanwhile, they keep demanding better and better technology, higher and higher performance. With time, the technology matures, offerings better performance, lower price, and higher reliability. These phases are shown in above figure. Note that when the technology exceeds the basic needs of most of its customers, we are at the transition point as shown (see above fig). now there is a major change in customer behavior.

when the technology reaches the point where it satisfies basic needs, then improvements in the technology lose their glamour. Now customers seek efficiency, reliability, low cost, and convenience. Moreover, new kinds of customers keep entering the market as the product matures. In the early phases were the early adopters, those who were willing to gamble on the new technology because they felt the benefits far exceeded the costs. More conservative customers held back, waiting for the technology to prove itself, to become reliable. This is the cycle of market adoption described by geoffery moore in this book "Crossing the chasm". (see below fig)

For many years those who study the way innovative ideas and products enter society have classified the people who are the targets of innovation into five categories: Innovators, Early adopters, Early majority, Late majority, and Laggards. Each plays a different role in development of a technology, with the innovators and early adopters driving the technology and the early and late majority sitting on the sidelines, waiting until it is safe to jump in. Note, however, that in terms of the sheer size of the market, it is these latter customers who dominate-hence the term majority. These customers demands convenience, ease of use, reliability, they want solutions that simplify their lives, not technologies that complicate them.
From Donald's Book
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This is an abscract from Donald A . Norman's book "The Invisible Computer"
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