Innovation diffusion with generation substitution effects

Markets of high technology products and services, such as telecommunications, are described by fast technological changes and rapid generational substitutions. Since the conventional modeling approaches that are based on diffusion models do not usually incorporate this important aspect into their formulations, the accuracy of the provided forecasts is consequently affected. The work presented in this paper is concerned with the development of a methodology for describing innovation diffusion, in the context of generation substitution. For this purpose, a dynamic diffusion model is developed and evaluated, based on the assumption that the saturation level of the market does not remain constant throughout the diffusion process but is affected by the diffusion of its descendant generation, as soon as the latter is introduced into the market. In contradiction to the conventional diffusion models, which assume static saturation levels, the proposed approach incorporates the effects of generation substitution and develops a diffusion model with a dynamic ceiling. The importance of such an approach is especially significant for markets characterized by rapid technological and generational changes. Evaluation of the proposed methodology was performed over 2G and 3G historical data and for a number of European countries, providing quite accurate estimation and forecasting results, along with important information regarding the rate of generation substitution.