캐즘(Chasm)
첨단 기술 제품이 소수의 혁신적 성향의 소비자들이 지배하는 초기 시장에서 일반인들이 널리 사용하는 단계에 이르기 전 일시적으로 수요가 정체하거나 후퇴하는 현상. 원래 지리학적으로 지각변동에 의해서 생기는 균열로 인한 단절을 의미한다. 캐즘을 넘어서는 제품은 대중화되지만 그렇지 못한 제품은 일부 얼리어답터들의 전유물로 남게 된다.
캐즘(chasm)이란 새로운 기술과 혁신이 시장의 얼리 어답터와 초기 다수 사용자 사이에서 종종 직면하는 중요한 격차 또는 장애물을 나타낸다. 제프리 A. 무어가 1991년 발간한 저서 'Crossing the Chasm'에서 널리 알린 개념이다. Chasm이라는 단어 자체의 사전적인 의미로는 깊은 구렁, 틈을 의미한다. 체이즘이라고 읽는게 아니다.
캐즘은 얼리어답터에서 전기 다수 사용자로 넘어가는 과정에서 존재한다.
캐즘 이론
혁신가(이노베이터): 새로운 것을 시도하고 위험을 기꺼이 감수하는 기술 애호가들이다.
얼리 어답터: 새로운 제품이나 기술의 잠재력을 인식하고 일찍 투자할 의향이 있는 선구자들이다.
전기 다수 이용자: 도입을 결정할 때 보다 신중하게 고려하고, 도입하기 전에 검증된 혜택을 원하는 실용주의자이다.
후기 다수 이용자: 제품의 가치가 입증된 후에야 채택하는 회의론자이다.
지각 수용자: 변화에 저항하고 꼭 필요한 경우에만 도입하는 전통주의자이다.
캐즘에 빠진 사례는 수도 없이 많으며 현재 진행형인 것들도 있다. 이 기간은 천차만별인데 완전히 사장되는 경우가 많지만, 오랜 시간동안을 거쳐 혁신을 통해 대중적인 기술이 되기도 한다.
존재하는 이유
서로 다른 요구와 기대: 얼리 어답터는 제품의 새로움과 잠재력에 구매 동기를 부여받는 반면, 전기 다수 이용자에게는 신뢰성과 실용성에 대한 확신이 필요하다.
시장 요구 사항: 전기 다수 이용자들의 요구사항인 확장성, 강력한 지원, 기존 시스템과의 통합을 입증해야 한다.
커뮤니케이션 격차: 얼리 어답터에게 어필하는 메시지와 마케팅 전략이 전기 다수 이용자에게 공감을 얻지 못해 인지된 가치에 단절이 생길 수 있다.
관련 사례
캐즘은 오랜 시간을 통해서 기술 발전으로 극복하는 경우가 많다. 하지만 이를 뛰어넘는 압도적인 혁신이 이루어질 경우 캐즘을 뛰어넘는 경우도 있다. 그러한 예시는 스마트폰이 대표적이다. 스마트폰의 시작을 아이폰으로 여긴다면 출시 직후부터(한국은 빼고...) 큰 파장이 일었고 선풍적인 판매고를 보였으니 캐즘은 없다고 해도 된다. 하지만 스마트폰의 역사를 1991년 IBM이 출시한 제품으로 넓힌다면 캐즘은 거의 20년 가량 존재한다.
2024년 기준 캐즘을 겪는 제품군으로는 전기자동차가 대표적이다. 얼리어답터는 많이 구매하였으나 충전의 불편함, 짧은 주행거리, 비싼 가격, 화재 위험에 대한 부담 때문에 캐즘에 빠져있다고 평가받고 있다.
그 외에 캐즘을 뛰어넘지 못한 것으로는 VR, AR, 롤러블 TV, 3D TV, 수소자동차, 세그웨이, 구글 글라스, MD 플레이어 등등 수없이 많다.
Crossing the Chasm: The Startup Path from Niche to Mainstream
As the availability of capital globally and number of products in the market increase at a drastic rate, we have seen a marked increase of specialized products tailored to niche markets. But how do these companies go from a handful of early users to becoming billion dollar companies used in the mainstream? It is by “Crossing the Chasm.”
The “Crossing the Chasm” framework, introduced by Geoffrey A. Moore, provides a strategic roadmap for technology companies aiming to transition from early adopters to mainstream customers. This framework encompasses several pivotal stages, each with distinct challenges and opportunities:
Picture Credit
1. Early Adopters: At the outset, companies typically attract innovators and early enthusiasts who readily embrace new technology and are willing to take risks. These early adopters often appreciate innovation for its own sake and are more forgiving of imperfections.
2. The Chasm: The chasm represents a significant hurdle that many products and technologies fail to cross. It signifies the transition from early adopters to mainstream customers. Crossing this chasm is a make-or-break moment for the success of a product or technology.
3. The Bowling Alley: After crossing the chasm, companies find themselves in the “bowling alley” stage. In this phase, the focus is on targeting specific niche markets that value the product’s unique features. Companies build on their initial success by catering to the needs of these niche segments.
4. Tornado: The “tornado” stage is characterized by rapid and widespread adoption. At this point, the product or technology experiences explosive growth as it gains acceptance across broader markets.
5. Main Street: In the final phase, referred to as “Main Street,” the product becomes a mainstream solution adopted by a wide range of customers. It is now an established part of the market landscape.
Although it sound easy in theory, navigating the chasm is likely the hardest thing for startups and the reason most of them fail. Several strategies that have helped companies successfully cross the chasm:
1. Target Early Adopters Intelligently
Early adopters provide valuable feedback and serve as advocates. Companies should focus on identifying and appealing to these forward-thinking customers.
2. Build Credibility
To cross the chasm, it’s essential to build trust among mainstream customers. Case studies, endorsements, and user testimonials can help establish credibility.
3. Moving to Solve Mainstream Problems
Moving from niche to mainstream problems and pain points allows companies to appeal to a broader customer base. Sticking to your initial problem statement can be highly limiting.
4. Focus on Niche Markets
Concentrate on specific niche markets where the product’s unique features are highly valued. Building a strong customer base within these niches can set the stage for broader adoption.
5. Invest in Marketing and Education
Marketing efforts should be tailored to educate the market about the benefits of the product and how it addresses their needs. Content marketing, demonstrations, and customer success stories can be powerful tools.
6. Listen and Adapt
Be open to feedback and adapt the product based on the needs and preferences of mainstream customers. A willingness to iterate and improve is crucial for success.
Now, let’s delve into some real life examples of how some currently industry leaders successfully “Crossed the Chasm.”
Apple
Early Adopters
Apple initially attracted early adopters by emphasizing innovation and design. They introduced a user-friendly graphical interface, which was a key feature that appealed to tech enthusiasts.
The Chasm
To transition, Apple recognized that mainstream customers had different needs. They adapted their marketing to focus on practical applications like PageMaker for desktop publishing, catering to broader market demands.
The Bowling Alley
Apple identified niche markets like education and desktop publishing. The company’s design and graphical capabilities made them attractive to these specific segments.
Tornado
The Macintosh’s acceptance in desktop publishing, a growing mainstream need, contributed to broader adoption, driving their transition to the tornado phase.
Main Street
Today, Apple is an integral part of the mainstream consumer and business technology landscape, as the largest publicly traded company in the world.
Amazon
Early Adopters
Amazon started as an online bookstore, appealing to early e-commerce enthusiasts who appreciated the convenience and selection it offered.
The Chasm
Crossing the chasm meant gaining the trust of mainstream customers. Amazon focused on addressing concerns about safety, product quality, and the overall shopping experience.
The Bowling Alley
Amazon methodically expanded into niches like electronics and toys, attracting customers with diverse needs.
Tornado
Innovations like Amazon Prime and an unwavering focus on customer service led to a tornado of adoption, establishing Amazon as a dominant force in e-commerce.
Main Street
Amazon is now a one-stop online marketplace serving millions of mainstream customers worldwide.
Tesla
Early Adopters
Tesla targeted early adopters who were passionate about electric vehicles and sustainability, emphasizing performance and environmental consciousness.
The Chasm
Crossing the chasm meant convincing mainstream consumers that electric vehicles could be practical, desirable, and affordable. Addressing concerns related to range, charging infrastructure, and pricing was pivotal.
The Bowling Alley
Tesla initially focused on high-end markets with products like the Tesla Roadster and Model S, targeting tech-savvy and affluent buyers.
Tornado
The introduction of the affordable Model 3 with long-range capabilities triggered a tornado of adoption, making electric vehicles accessible to a broader customer base.
Main Street
Tesla’s electric vehicles are increasingly becoming mainstream as they expand their product line, invest in charging infrastructure, and continue to innovate, marking their successful journey across the chasm.