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The role of positioning and communication when adopting technological innovation: the case of Optical Fibre Internet in France
[Le rôle du positionnement et de la communication dans l’adoption d’une innovation technologique : le cas de la fibre optique en France]

Author

Listed:
  • Valérie Fautrero

    () (UT2J - Université Toulouse - Jean Jaurès, SES - Département Sciences Economiques et Sociales - Télécom ParisTech)

  • Catherine Lejealle

    () (ISC Paris - Institut Supérieur du Commerce de Paris)

  • Thierry Rayna

    () (i3-CRG - Centre de recherche en gestion i3 - X - École polytechnique - Université Paris-Saclay - CNRS - Centre National de la Recherche Scientifique)

Abstract

The paradox of more advanced technologies sometimes failing to be adopted is well known. This is the case of Optical Fibre Internet access in France. Although Fibre access in France is much faster than older technologies like ADSL, it only accounts for a small portion of internet subscriptions. We use a 2-stage methodology to investigate this paradox: a survey of 5% of Fibre subscribers and a content analysis of ISP ads. Our research provides evidence of a chasm in the diffusion of the technology that is caused by heterogeneity in the user population. This article shows that overcoming this chasm requires a market segmentation based upon usages, as well as better targeted advertising that emphasises the added value of Fibre technology. The findings enable us to make more general recommendations to help technological products cross the chasm.

Suggested Citation

  • Valérie Fautrero & Catherine Lejealle & Thierry Rayna, 2017. "The role of positioning and communication when adopting technological innovation: the case of Optical Fibre Internet in France
    [Le rôle du positionnement et de la communication dans l’adoption d’un
    ," Post-Print hal-01889325, HAL.
  • Handle: RePEc:hal:journl:hal-01889325
    Note: View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-01889325
    as

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