The future of smartwatches : a case on the current status and expected category evolution on the Portuguese market
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/23275 |
Resumo: | The introduction of new technologies and development of tools that facilitate everyday consumers’ life is part of the reality we are living. And whereas some innovations might be of slighter importance and distinctiveness, others might imply a significant change in the consumer behaviour, totally redefining the marketplace expectations. On the latter, and considering its high level of uncertainty, consumer acceptance plays a key role that companies must be aware of and consider in their strategy, in order to mitigate any barriers it might bring. The aim of this dissertation is to provide insights on how is the smartwatches category evolving in the Portuguese market and how is it possible to leverage its growth, by assessing in detail the current status of the market globally and locally, as well as retrieving insightful quantitative data on Portuguese consumer preferences towards this category. The methodology used concerns qualitative data retrieved from group interviews to 3 smartwatch owners and 4 non-owners, as well as quantitative data obtained through a survey conveyed to 258 valid respondents. All supported with an extensive literature review on both diffusion of innovation theory, as well as smartwatch definition, update on current status and foreseen evolution. The main findings suggest that, currently, smartwatches are at the chasm stage of the product lifecycle with a need of developing strategies to cross from the early adopter to the mainstream market. These same strategies are proposed in this dissertation, taking as base both literature insights as well as consumer quantitative contribution. |
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The future of smartwatches : a case on the current status and expected category evolution on the Portuguese marketSmartwatchWearablesInnovation acceptanceAdopter categoryProduct life cycleChasmAceitação de inovaçãoCategorias de adotantesCiclo de vida do produtoDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe introduction of new technologies and development of tools that facilitate everyday consumers’ life is part of the reality we are living. And whereas some innovations might be of slighter importance and distinctiveness, others might imply a significant change in the consumer behaviour, totally redefining the marketplace expectations. On the latter, and considering its high level of uncertainty, consumer acceptance plays a key role that companies must be aware of and consider in their strategy, in order to mitigate any barriers it might bring. The aim of this dissertation is to provide insights on how is the smartwatches category evolving in the Portuguese market and how is it possible to leverage its growth, by assessing in detail the current status of the market globally and locally, as well as retrieving insightful quantitative data on Portuguese consumer preferences towards this category. The methodology used concerns qualitative data retrieved from group interviews to 3 smartwatch owners and 4 non-owners, as well as quantitative data obtained through a survey conveyed to 258 valid respondents. All supported with an extensive literature review on both diffusion of innovation theory, as well as smartwatch definition, update on current status and foreseen evolution. The main findings suggest that, currently, smartwatches are at the chasm stage of the product lifecycle with a need of developing strategies to cross from the early adopter to the mainstream market. These same strategies are proposed in this dissertation, taking as base both literature insights as well as consumer quantitative contribution.A introdução de novas tecnologias e desenvolvimento de ferramentas facilitadoras do dia-a-dia do consumidor fazem parte da realidade atual. E enquanto algumas inovações podem ser de menor importância ou distinção, outras implicam uma mudança significativa do comportamento do consumidor, redefinindo totalmente as expectativas do mercado. No último caso, e considerando o seu alto nível de incerteza, a aceitação do consumidor desempenha um papel-chave para as empresas, devendo considerá-la na sua estratégia e mitigar potenciais barreiras que possa trazer. O objetivo desta dissertação é assim, proporcionar conhecimento na evolução da categoria de smartwatches em Portugal assim como entender de que forma alavancar o seu crescimento, ao analisar em detalhe o estado atual do mercado global e local, recolhendo dados quantitativos relevantes das preferências do consumidor Português relativas à categoria. A metodologia utilizada inclui dados qualitativos recolhidos através de entrevistas de grupo a 3 detentores de smartwatch e 4 não-detentores, assim como dados quantitativos recolhidos num inquérito distribuído a 258 inquiridos válidos. Suportado por uma extensiva revisão bibliográfica sobre teoria da difusão de inovação, assim como na definição e descrição do estado atual do mercado de smartwatches e sua expectável evolução. As principais conclusões sugerem que atualmente os smartwatches se encontram na fase de chasm do ciclo de vida do produto, com necessidade de desenvolver estratégias que os passem do mercado de pioneiros para o comercial. Estas mesmas estratégias são propostas nesta dissertação, tomando como base os conhecimentos retirados da revisão literária assim como da contribuição de dados quantitativos de consumidor.Crispim, Nuno Pedro MoraisVeritati - Repositório Institucional da Universidade Católica PortuguesaMelo, Sara Cristina Nunes de2017-10-31T12:24:41Z2017-10-1020172017-10-10T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/23275TID:201748878enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:29:20Zoai:repositorio.ucp.pt:10400.14/23275Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:19:11.243961Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The future of smartwatches : a case on the current status and expected category evolution on the Portuguese market |
title |
The future of smartwatches : a case on the current status and expected category evolution on the Portuguese market |
spellingShingle |
The future of smartwatches : a case on the current status and expected category evolution on the Portuguese market Melo, Sara Cristina Nunes de Smartwatch Wearables Innovation acceptance Adopter category Product life cycle Chasm Aceitação de inovação Categorias de adotantes Ciclo de vida do produto Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The future of smartwatches : a case on the current status and expected category evolution on the Portuguese market |
title_full |
The future of smartwatches : a case on the current status and expected category evolution on the Portuguese market |
title_fullStr |
The future of smartwatches : a case on the current status and expected category evolution on the Portuguese market |
title_full_unstemmed |
The future of smartwatches : a case on the current status and expected category evolution on the Portuguese market |
title_sort |
The future of smartwatches : a case on the current status and expected category evolution on the Portuguese market |
author |
Melo, Sara Cristina Nunes de |
author_facet |
Melo, Sara Cristina Nunes de |
author_role |
author |
dc.contributor.none.fl_str_mv |
Crispim, Nuno Pedro Morais Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Melo, Sara Cristina Nunes de |
dc.subject.por.fl_str_mv |
Smartwatch Wearables Innovation acceptance Adopter category Product life cycle Chasm Aceitação de inovação Categorias de adotantes Ciclo de vida do produto Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Smartwatch Wearables Innovation acceptance Adopter category Product life cycle Chasm Aceitação de inovação Categorias de adotantes Ciclo de vida do produto Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The introduction of new technologies and development of tools that facilitate everyday consumers’ life is part of the reality we are living. And whereas some innovations might be of slighter importance and distinctiveness, others might imply a significant change in the consumer behaviour, totally redefining the marketplace expectations. On the latter, and considering its high level of uncertainty, consumer acceptance plays a key role that companies must be aware of and consider in their strategy, in order to mitigate any barriers it might bring. The aim of this dissertation is to provide insights on how is the smartwatches category evolving in the Portuguese market and how is it possible to leverage its growth, by assessing in detail the current status of the market globally and locally, as well as retrieving insightful quantitative data on Portuguese consumer preferences towards this category. The methodology used concerns qualitative data retrieved from group interviews to 3 smartwatch owners and 4 non-owners, as well as quantitative data obtained through a survey conveyed to 258 valid respondents. All supported with an extensive literature review on both diffusion of innovation theory, as well as smartwatch definition, update on current status and foreseen evolution. The main findings suggest that, currently, smartwatches are at the chasm stage of the product lifecycle with a need of developing strategies to cross from the early adopter to the mainstream market. These same strategies are proposed in this dissertation, taking as base both literature insights as well as consumer quantitative contribution. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-10-31T12:24:41Z 2017-10-10 2017 2017-10-10T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/23275 TID:201748878 |
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http://hdl.handle.net/10400.14/23275 |
identifier_str_mv |
TID:201748878 |
dc.language.iso.fl_str_mv |
eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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