Camp development: the art of building a market through standards

The author explores the relationship between standards development and the technology adoption process. Early adopter users implement proposed standards, while mainstream market users apply stable standards. It is suggested that to reach the volume market for a new technology as quickly as possible and to encourage widespread industry deployment, standards development participants must stabilize standards by enlisting the support of a synergistic group of related solution suppliers called a ´camp.´ Camps are groups of market participants who make a technology or learning investment in the standard and stand to profit by its acceptance. There are four primary types of camp members who jointly develop new markets: technology partners, teacher customers, solution partners, and market influencers. It is noted that, as camp members deliver a coherent and complete solution, user costs and risks are reduced, thus accelerating new technology adoption. A microprocessor market example is used to detail camp marketing methodology.<>