How Psion Got Its Groove Back:
Technology Strategy in Emerging IT Industries
Jonathan P. Allen
Krannert School of Management
Purdue University
Thinking About the Future
"The secret of our success…this is
incredibly difficult to achieve…is to
identify deliverable products against
future, or visionary, customer
needs…you’ve got to think futures.”
Presentation Overview
• Background: The Handheld Computer Industry
• Theory: Product Concept Definitions
(Technological Frames)
• Case Study: Psion’s Technology Decisions
• Conclusion: The Commercial Shaping of IT
The Handheld Computer Industry
Psion Organiser
(1984)
PalmPilot 1000/5000
(1996)
Definition
Palmtop
Computers
Pen-Based
Computers
Communicators
Handheld
Companions
Problem
Key Performance
Criteria
Very small
• Size
computers
• Computing power
• Computer
applications
Information for
• Pen input
mobile workers
(handwriting
and
recognition)
technophobes
• Intelligent
assistance (mass
consumer)
Portable wireless • Wireless link
connectivity
• Telephony
applications
• Pen input
Small devices
• Synchronization
that complement • Organizer
personal
applications
computers
• Computer
applications
Examples
Atari Portfolio (1989)
HP 95LX (1991)
Poqet PC (1989)
Psion Series 3 (1991)
Apple Newton MessagePad (1993)
Casio/Tandy Zoomer (1993)
GRiD Convertible (1992)
Sharp ExpertPad (1993)
EO Personal Communicator (1993)
Motorola Envoy (1995)
Motorola Marco (1995)
Sony MagicLink (1994)
Franklin REX (1997)
HP 320LX (1997)
PalmPilot (1996)
Sharp SE-500 (1997)
Handheld Computer Companies
Thrivers
Survivors
Drop-Outs
Palm
Psion
Sharp
Casio
Compaq
HP
IBM
Microsoft
NEC
Nokia
Philips
TI
Amstrad
Apple
AT&T/EO
Fujitsu/Poqet
Gateway
Geofox
LG
Mitac
Olivetti
Prolinear
Smith Corona
Sony
Tandy
Zeos
1987-1997
Product Concept Definitions
• Product concept definition = definition of the problem to
be solved by a technology, the proposed solution to the
problem, and the key performance criteria for success.
– Derived from the Technological Frame concept (Bijker, 1995).
• Technological community = Producers, investors, and
consumers sustaining a product concept definition through
interaction and resource exchange.
• Configuration = Number of dominant product concept
definitions guiding interactions in a community.
– Different innovation types and stabilisation mechanisms,
depending on the configuration.
Emerging IT: Industry Features
Ill-Defined = Lack of agreement about product concept
definition between producers, investors, and consumers.
Industry Conditions
Industry Features
Changing Product
Concept
Definitions
Poor Product
Concept Predictions
Uneven
Technology
Development
Analogies from the
Past
Building Enthusiasm
for Emerging IT
Psion’s Early Technology Decisions
Psion
Industry
Organiser (1984)
Organiser II (1987)
No industry
MC Laptop (1989)
Palmtops
HC Industrial (1989)
Mass market consumers
Series 3 (1991)
Series 3a (1993)
Series 3c (1996)
Pen-based computers
Communicators
Handheld companions
Emerging IT: Commercial Strategies
Coping Strategies
Providing the
‘Total System’:
Hardware and
Software
Interpreting
‘Failure’ through
their own
Experience
Results
Committed to
Emerging Technology
Flexible about New
Applications
Conclusion:
Commerce and Social Shaping
• Thinking Futures: The Product Concept Definition
• Technology Decisions in Emerging/Ill-Defined
Industries
• Psion’s Coping Strategies
• Commercial Shaping of Technology? New
Configurations and Stabilisation Mechanisms in
Commercially Competitive Settings