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3Cs ANALYSIS
Customers
? Requires high behavioral change as it requires consumers to change their use from an ordinary to a proprietary digital paper which might not be cost efficient to some. Also consumers feel that keyboards are much faster and accurate than handwriting recognition.
? Consumers don't feel / realize the need for this product (i.e., they are quite content with their current state which is the conventional pen and paper and keyboards on desktops and laptops).
? Handwriting recognition has drawn several criticisms in the past and hence customers might be skeptical on the use of io.
? Accuracy has always been an issue with handwriting recognition
? ACCOT model
o Advantage is relatively high as it reduces the clutter of paper and digitizes everything making a life lot easier.
o Might be perceived as a complex product especially to those who are not technology savvy.
o Compatibility low: requires high behavioral change.
o Observability low as handwriting recognition products have been perceived as failure in the past due to various bugs in the technology.
o Trialability low: cannot try on a limited basis before adopting.
"Why consumers don't buy?" (Article in course pack)
o Endowment effect: consumer happy with the way they currently use pen and paper and keyboards on computers, so why change?
o Curse of Knowledge: Since consumers don't appreciate the handwriting recognition technology based on past experiences it might have damaging effect on ...