Most people, myself included, probably forgot that Netflix was still offering DVD-by-mail subscriptions. However, I am not surprised that Netflix has decided to shut down this service, as it was taking too long for consumers to abandon it.

The Technology Adoption Life Cycle, initially proposed by sociologist Everett Rogers in 1962 to explain the process of adopting new agricultural methods and farming technologies, suggests that about 8% of consumers are "Laggards."

Laggards are highly resistant to new technologies and ways of doing things, preferring to stick with familiar habits even when new innovations emerge.

Recent history demonstrates this phenomenon with the phase-out of dial-up Internet access: internet service providers were forced to shut down dial-up services to encourage consumers to switch to broadband. Similarly, governments worldwide are introducing regulations to phase out physical cheques and encourage consumers to adopt digital banking methods.

The challenge of persuading customers to abandon legacy products and services may seem like a good problem to have. However, in most cases, the only solution is to pull the plug.

#technology #netflix #consumers #laggards #innovation #innovationstrategy
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