Ipsos in SiMa Ipsos | Curiosity October 2016

Innovation Is Always New We have a new idea! Now we are innovative! Truth is, innovations are often just byproducts of new ideas. Not all new ideas are innovations. Take for example the Samsung S6 Edge which was released in 2015, marketed as the first phone with a curved screen. Was this truly an innovative idea or was it just marketed that way? Consumers, and even their competition, probably do not realize that prior to the S6 Edge, Samsung had released another gadget with curved screen: a Television. So, think again. Is Samsung S6 Edge an innovation? TRUTH IS… With the growing appreciation of ‘innovation’, companies, are trying to find their footing on the list of ‘most innovative companies’. Sounds familiar? But are you familiar with the true faces of innovation? by Shirenee Mohan & Connie Ding No Progress? No Need! We should drop this innovation if it is not picked up immediately after launch Truth is, innovation can happen overnight but selling innovation is a long term investment. A proven theory by Everett Rogers on Diffusion of Innovations, new ideas and technology spreads like a bell curve (as below), supporting that it requires time for innovative ideas to be recognized and accepted by the masses. Innovators 2.5% Early Adopters 13.5% Early Majority 34% Late Majority 34% Laggards 16%

Ipsos in SiMa Ipsos | Curiosity October 2016 | Page 14