Being able to pay by card with a non-contact device, so hold your debit card in front of a sensor to pay. This is a good example because it is well known and sufficiently spread in the entrepreneurial population. This particular innovation can be clearly categorised as a service innovation, because it is an innovation made to help costumers faster and to make paying easier since you don’t have to enter a pin-number.
Looking at the diffusion of this innovation, this innovation can be seen as an early majority in the model of Rogers regarding diffusion of innovations. This is because most entrepreneurs and business do have the innovation in their business to use and see the importance. Buy the fact that in the Netherlands not every debit card had the ability to use this function of the device to pay non-contact with the sensor, makes it an early majority, simply because the biggest part of the costumers is not able to use the innovation to pay. Also the risk for entrepreneurs to use this innovation is not very high anymore, because more debit cards, eventually all of them will be able to use this way of paying. Still, there are some flaws; like the maximum price is 25 euros and some people are not convinced of its safety.
To see how it is adopted amongst entrepreneurs I found three entrepreneurs who have a business in the same sector and have the same core business. They sell clothes. Still there are some differences between them, which also resulted in having the innovation, or not. One of them was a small shop selling leather jackets with prices over 100 euros. He didn’t own the innovation because he doesn’t have very many costumers per day, and the costumers he does have, stay there for longer for the service and take the time to buy his product, so this entrepreneur doesn’t think he will need this innovation now and not in the near future, an example of a Laggards. (Rogers, 2003). The other two business owners I talked to were both owners of retail shops of a bigger company and both possessed the innovation. The difference was the pricing of their products, the first one was cheaper and sometimes already used the innovation, the other barely used the innovation but had it for the future when the maximum amount of money payed with this innovation will be higher. So the first will be categorized as early majority and the other as an early adopter.
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York: Free Press.