TP08-07: New Solutions to Old Problems: Technical Innovation in Mature Markets

Breakthrough innovation can take years of development work and millions of dollars to bring to market. These challenges make truly unique, innovative technologies relatively rare in mature markets. This paper discusses the process of introducing new technology to customers in mature industrial markets. Specific topics include development of the value proposition, the commercialization and rollout process, and post-launch support. A number of real-world examples — from relatively simple, chemical-only solutions to highly complex, fully integrated offerings combining chemicals, equipment, and information technologies — will be used to illustrate how the challenges can be overcome.