Oneclick Technologies Ltd.
5.11.2007
CME.1131 | CME.2017
Technologie- und Innovationsmanagement
Frau Dr. Katja Rost
Anja Höft
Sebastian Würth
Chris Aaron Moore
Presentation of the case
Need of several devices in the stand-by mode is considerable
Peter Robertson invented the OneClick Intelligent Main Panel
6-socket extension block
First steps: standard six-socket extension block and a heavy
industrial relay  Prototype ( difficulties)
Second step: businessplan
5.11.2007
CME.1131 | CME.2017
Technologie- und Innovationsmanagement
Frau Dr. Katja Rost
Anja Höft
Sebastian Würth
Chris Aaron Moore
Built 20 sockets a week
Third step: Marketing
Discovery of the niche-market
Fourth step: Expansion to potential other markets
Problems
Fifth step: Improvement
5.11.2007
CME.1131 | CME.2017
Technologie- und Innovationsmanagement
Frau Dr. Katja Rost
Anja Höft
Sebastian Würth
Chris Aaron Moore
To have a better chance of success,
begin in a niche market and grow
from there.
5.11.2007
CME.1131 | CME.2017
Technologie- und Innovationsmanagement
Frau Dr. Katja Rost
Anja Höft
Sebastian Würth
Chris Aaron Moore
Evolution of the Mobile Phone Market
first commercial cellular network was launched in Japan by NTT in
1979
Fully automatic cellular networks were introduced in the early to mid1980s (1G generation)
 boom in mobile telephone usage
2G technology was introduced by Radiolinja in 1992, causing direct
competition between 1 and 2G technology
The competition to make the Cellular phone mainstream started.
Today: In less than twenty years, the mobile telephone has gone from
being rare and expensive to a low-cost personal item.
5.11.2007
CME.1131 | CME.2017
Technologie- und Innovationsmanagement
Frau Dr. Katja Rost
Anja Höft
Sebastian Würth
Chris Aaron Moore
The evolution of the internet
Began as a Project by the NSF in association with DARPA
1988, the internet went commercial  only serving a small niche market of
computer users
1993 the National Center for Supercomputing Applications at the University
of Illinois released version 1.0 of Mosaic
by 1996 usage of the word "Internet" had become commonplace
Today: The internet has grown at a phenomenal rate
Examples
5.11.2007
CME.1131 | CME.2017
Technologie- und Innovationsmanagement
Frau Dr. Katja Rost
Anja Höft
Sebastian Würth
Chris Aaron Moore
Apple - The Innovator?
Started in the niche - is still in the niche
Situation
– Apple invented the first useful PC in 1980
– No success on the market
• Microsoft cached the Market
The Problem
– Positioned them self as a niche player
– Not enough development to stay up to date
– People positioned them very hard in a niche for designers
etc.
– Very hard to change the thoughts of the people
 Apple did not understand the potential the PC had and did not push it in to
the mass-market.
5.11.2007
CME.1131 | CME.2017
Technologie- und Innovationsmanagement
Frau Dr. Katja Rost
Anja Höft
Sebastian Würth
Chris Aaron Moore
Apple iPod
from the niche-market to the mass-market
Situation
– 2001 Apple presented the iPod
– 2004 they made it usable to users using a different operating-system
– Success / strong market position
The successful way from the niche into the mass
– Making a niche-product usable for the mass
– Never stopped the development
– Pushed the product into the mass-market
– Produced a solid position in the market
iPod repositioned Apple - gives a push for bringing the computers out of the niche
5.11.2007
CME.1131 | CME.2017
Technologie- und Innovationsmanagement
Frau Dr. Katja Rost
Anja Höft
Sebastian Würth
Chris Aaron Moore
Key Take Aways
Products can be developed better
It can be advantageous to find a niche to be
different in an already saturated market
Sometimes you have to wait for technology to
develop
Thank you for your attention!

Presentation of the case