Market Dynamics and Markets
December 1996
High technology markets are so interesting to observe in part because of their potential volatility. New companies enter, old companies exit or change, and new technologies keep reinventing the rules of the game.
The Internet changed the high cost of marketing entry products for new software companies, giving rise to such explosive growth opportunities as Netscape. The rise of new platforms makes their owners powerful and can sweep the owners of previous platforms off to oblivion (even though they may have lots of slow-to-change users there to keep them company).
All this is particularly worth noting in an issue of the TrendsLetter when we observe, regretfully, that Apple seems not to understand that technology, customers, and marketing strategy are only interesting when appropriately combined and when we explore the limits of infant celebrity in looking at Netscape's rapid growth and glorious confusion of products.
TrendsLetter will always be interested in exciting new products, new companies, and breakthrough technologies (how could we not be?), but we will continue to find most intriguing the questions of:
· How do companies make trends into business opportunities?
· As new companies succeed, how does that change the opportunities for others already in existing markets, and the markets themselves?
· How does businesses in the business of technology - and users in the business of using technology - take advantage of observed market dynamics to make wise and durable technology decisions?It's going to be a busy 1997. That sound you hear is me, clapping my hands in glee!
Sincerely,
Editor, TrendsLetter
Amy D. Wohl
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