Reference no: EM133670182

Question: In your responses to classmates, provide feedback on how they can add to or improve upon their proposal. "The Betamax was a video recording system that was introduced by Sony. Betamax video tapes were smaller, compact, and offered higher image and sound quality. The rise and fall of the Betamax system can be broken down by understanding technological diffusion. Relative advantage is explained as people being more likely to adopt an innovation if they perceive it as having some advantage over their current situation and observability is when people are more likely to adopt an innovation if they see others adopt it successfully (10.3 diffusion of innovation - Foundations of educational technology. 2019).

When it comes to Betamax, relative advantage fits in because they promoted it as a device everyone should have and making it easier to record TV shows and watch programs in better quality. This sounded like it would be beneficial for times when you were unable to be home and watch your show and made people want it. The hefty price of a Betamax in 1984 was $1,500-$2,000. This prevented people from getting them even though they fit in the relative advantage characteristic of diffusion of innovation. This brings me to my next point on observability. The Betamax could have been a hit if it was cheaper and people were able to buy it and express the convenience it made in recording and watching shows.

These two characteristics could have made a difference in the success of Betamax if it had been marketed at a lower cost. This example also relates with the 5 social channels of diffusion. The knowledge stage, where the individual learns of the existence of the innovation and gathers information about it. The persuasion stage, where the individual actively seeks out knowledge that will help in the decision process The decision stage, where the individual adopts or rejects the innovation The implementation stage, where the individual uses the innovation and evaluates its benefits The confirmation stage, where the individual continues to seek information to confirm that the adoption decision was beneficial. (Foundations of Educational Technology, n.d.) When an innovation has the 5 characteristics it will still need to go through a process of communication within a community to be adopted. This is what makes the social/communication channels another part of making a new innovation successful."