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The Gartner hype cycle is a graphical presentation developed, used and branded by the American research, advisory and information technology firm Gartner to represent the maturity, adoption, and social application of specific technologies. The hype cycle claims to provide a graphical and conceptual presentation of the maturity of emerging technologies through five phases. [1]
Each hype cycle drills down into the five key phases of a technology's life cycle.
The term "hype cycle" and each of the associated phases are now used more broadly in the marketing of new technologies.
Hype (in the more general media sense of the term "hype" [3] ) has played a large part in the adoption of new media. Analyses of the Internet in the 1990s featured large amounts of hype, [4] [5] [6] and that created "debunking" responses. [3] A longer-term historical perspective on such cycles can be found in the research of the economist Carlota Perez. [7] Desmond Roger Laurence, in the field of clinical pharmacology, described a similar process in drug development in the seventies.[ citation needed ]
There have been numerous criticisms [8] [9] [10] [11] of the hype cycle, prominent among which are that it is not a cycle, that the outcome does not depend on the nature of the technology itself, that it is not scientific in nature, and that it does not reflect changes over time in the speed at which technology develops. Another is that it is limited in its application, as it prioritizes economic considerations in decision-making processes. It seems to assume that a business' performance is tied to the hype cycle, whereas this may actually have more to do with the way a company devises its branding strategy.[ citation needed ] A related criticism is that the "cycle" has no real benefits to the development or marketing of new technologies and merely comments on pre-existing trends. Specific disadvantages when compared to, for example, technology readiness level are:
An analysis of Gartner Hype Cycles since 2000 [11] shows that few technologies actually travel through an identifiable hype cycle, and that in practice most of the important technologies adopted since 2000 were not identified early in their adoption cycles.
The Economist researched the hype cycle in 2024: [12]
Customer relationship management (CRM) is a process in which a business or other organization administers its interactions with customers, typically using data analysis to study large amounts of information.
In economics, Kondratiev waves are hypothesized cycle-like phenomena in the modern world economy. The phenomenon is closely connected with the technology life cycle.
New product development (NPD) or product development in business and engineering covers the complete process of launching a new product to the market. Product development also includes the renewal of an existing product and introducing a product into a new market. A central aspect of NPD is product design. New product development is the realization of a market opportunity by making a product available for purchase. The products developed by an commercial organisation provide the means to generate income.
Product life-cycle management (PLM) is the succession of strategies by business management as a product goes through its life-cycle. The conditions in which a product is sold changes over time and must be managed as it moves through its succession of stages.
In business, diffusion is the process by which a new idea or new product is accepted by the market. The rate of diffusion is the speed with which the new idea spreads from one consumer to the next. Adoption is the reciprocal process as viewed from a consumer perspective rather than distributor; it is similar to diffusion except that it deals with the psychological processes an individual goes through, rather than an aggregate market process.
Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers or simply Crossing the Chasm, is a marketing book by Geoffrey A. Moore that examines the market dynamics faced by innovative new products, with a particular focus on the "chasm" or adoption gap that lies between early and mainstream markets.
Commercialisation or commercialization is the process of introducing a new product or production method into commerce—making it available on the market. The term often connotes especially entry into the mass market, but it also includes a move from the laboratory into commerce. Many technologies begin in a research and development laboratory or in an inventor's workshop and may not be practical for commercial use in their infancy. The "development" segment of the "research and development" spectrum requires time and money as systems are engineered with a view to making the product or method a paying commercial proposition.
A technology evangelist is a person who builds a critical mass of support for a given technology, and then establishes it as a technical standard in a market that is subject to network effects. The word evangelism is borrowed from the context of religious evangelism due to the similarity of sharing information about a particular concept with the intention of having others adopt that concept. This is typically accomplished by showcasing the potential uses and benefits of a technology to help others understand how they can use it for themselves.
An industry analyst performs primary and secondary market research within an industry such as information technology, consulting or insurance. Analysts assess sector trends, create segment taxonomies, size markets, prepare forecasts, and develop industry models. Industry analysts usually work for research and advisory services firms, and some analysts also perform advisory (consulting) services. Typically, analysts specialize in a single segment or sub-segment, researching the broad development of the market rather than focusing on specific publicly traded companies, equities, investments, or associated financial opportunities as a financial analyst might.
The technology adoption lifecycle is a sociological model that describes the adoption or acceptance of a new product or innovation, according to the demographic and psychological characteristics of defined adopter groups. The process of adoption over time is typically illustrated as a classical normal distribution or "bell curve". The model calls the first group of people to use a new product "innovators", followed by "early adopters". Next come the "early majority" and "late majority", and the last group to eventually adopt a product are called "laggards" or "phobics". For example, a phobic may only use a cloud service when it is the only remaining method of performing a required task, but the phobic may not have an in-depth technical knowledge of how to use the service.
The following outline is provided as an overview of and topical guide to marketing:
The technology life cycle (TLC) describes the commercial gain of a product through the expense of research and development phase, and the financial return during its "vital life". Some technologies, such as steel, paper or cement manufacturing, have a long lifespan while in other cases, such as electronic or pharmaceutical products, the lifespan may be quite short.
Technology management is a set of management disciplines that allows organizations in managing their technological fundamentals to create customer advantage. Typical concepts used in technology management are:
Magic Quadrant (MQ) is a series of market research reports published by IT consulting firm Gartner that rely on proprietary qualitative data analysis methods to demonstrate market trends, such as direction, maturity and participants. Their analyses are conducted for several specific technology industries and are updated every 1–2 years: once an updated report has been published, its predecessor is "retired".
Cloud collaboration is a method of sharing and co-authoring computer files via cloud computing, whereby documents are uploaded to a central "cloud" for storage, where they can then be accessed by other users. Cloud collaboration technologies allow users to upload, comment and collaborate on documents and even amend the document itself, evolving the document. Businesses in the last few years have increasingly been switching to use of cloud collaboration.
Front End Innovation is the starting point where opportunities are identified and concepts are developed prior to entering the formal product development process. Innovation on the Front End is where exciting breakthroughs are created through a process that allows for creativity and value creation in a systematic manner different from the formal development process.
Robotic process automation (RPA) is a form of business process automation that is based on software robots (bots) or artificial intelligence (AI) agents. RPA should not be confused with artificial intelligence as it is based on automotive technology following a predefined workflow. It is sometimes referred to as software robotics.
Technology readiness levels (TRLs) are a method for estimating the maturity of technologies during the acquisition phase of a program. TRLs enable consistent and uniform discussions of technical maturity across different types of technology. TRL is determined during a technology readiness assessment (TRA) that examines program concepts, technology requirements, and demonstrated technology capabilities. TRLs are based on a scale from 1 to 9 with 9 being the most mature technology.
Hype in marketing is a strategy of using extreme publicity. Hype as a modern marketing strategy is closely associated with social media.
The term hype culture refers to a cultural trend within contemporary consumer culture, that corresponds to the constant search of the last "big thing". This phenomenon circulates around the concept of expectation, more precisely it is characterized by an attitude of excessive and positive expectations that consumers attach to products, services or technological advancements which have yet to be released.
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