Curated Content • 2 years ago
What marketers need to know about the rate of technology obsolescence.
The ability to spot an opening to transform an industry and innovate ahead of the pack is a technology entrepreneur's best asset. But technological advances pay a heavy toll in the form of disruption.
The rate at which an innovation loses its competitive advantage accelerates every year. This is what I call the velocity of obsolescence.
Although a product may be considered hot now, it can easily lose its value. While the rate of innovation is increasing, the velocity of obsolescence is growing even faster.
In 2013, I wrote about this concept with a focus on the more visible aspects of technology — the devices and platforms that consumers and business people interact with every day. Now that I m focused on the needs of the marketer, I tested the theory against marketing technologies.
Here s what I found.