Mastering the hype cycle pdf

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5개의 단계로 이루어지며, 이는 기술의 성장 주기에 대응된다. 5 단계는 신기술 마케팅에서 점차 더 널리 사용되고 있다. 0에 따라 사용할 수 있으며, 추가적인 조건이 적용될 수 있습니다. The hype cycle is a branded graphical presentation developed and used by the American research, advisory and information technology mastering the hype cycle pdf Gartner, for representing the maturity, adoption and social application of specific technologies.


The hype cycle provides a graphical and conceptual presentation of the maturity of emerging technologies through five phases. We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run. Each hype cycle drills down into the five key phases of a technology’s life cycle. A potential technology breakthrough kicks things off.

Early proof-of-concept stories and media interest trigger significant publicity. Often no usable products exist and commercial viability is unproven. Early publicity produces a number of success stories—often accompanied by scores of failures.

Interest wanes as experiments and implementations fail to deliver. Producers of the technology shake out or fail.

Investment continues only if the surviving providers improve their products to the satisfaction of early adopters. More instances of how the technology can benefit the enterprise start to crystallize and become more widely understood. Second- and third-generation products appear from technology providers.

Mainstream adoption starts to take off. Criteria for assessing provider viability are more clearly defined. The technology’s broad market applicability and relevance are clearly paying off.

The term “hype cycle” and each of the associated phases are now used more broadly in the marketing of new technologies. Internet, is a common characteristic. But following shortly after the period of ‘inflated expectations’, as per the diagram above, the new media technologies quickly fall into a period of disenchantment, which is the end of the primary, and strongest, phase of hype. Many analyses of the Internet in the 1990s featured large amounts of hype, which created “debunking” responses.