M.Comm / High-technology marketing is different to consumer marketing in that with consumer marketing a number of different rules apply. The complexity , cost , and risk of technology products makes them fundamentally different from consumer products, and marketing practices are usually different as well. ( McKenna, 1991 : 218) Consumer marketing of continuous innovations refers to the normal upgrading of products that does not require the consumer to change behaviour. Between continuous and discontinuous products lies a spectrum of demands for change. When a marketplace is confronted with the opportunity to switch to a new infrastructure paradigm- customers self-segregate along an axis of risk aversion. With high-technology marketing the prospective buyer is attracted by the value of the high-technology product, but fears it may not work, is uncertain about the solution and doubt the validity of the solution - referred to as the FUD —factor ( fear ; uncertainty ; doubt ) ( Wiefels , 1998: 7 ) . Truly discontinuous innovations are new products or services that require the end user and the marketplace to dramatically change their past behavior , with the promise of gaining equally dramatic new benefits. Discontinuous products require customers to change their current mode of behaviour or to modify other products and services that they rely on.

In Taiwan, the business of fishery and its related industries always rely on every kind of fish for living. Once the fishery has faced a difficult situation, catch limited and vessels reduced, it will affect against the business. The oceanographic satellite information system is a tool which can help in fishing, if it also faced the same difficult situation. The current study assists this industry to understand Taiwan Far Ocean Fishery¡¦s demand on what kinds of oceanographic satellite data, the way in retrieving data, and purchase behavior. Finally, it analyzes the current situation for the products. With these found data, to think up the strategies and write a marketing plan for the oceanographic satellite data.

The birth of the first low earth orbit satellite network for packet switched data, was received with much enthusiasm. This enthusiasm was quickly dampened as solution developers went into Chapter 11 (protected liquidation in the USA) and faded away because the introduction of new technology to the market has not been so obvious - the aspects of commercialisation was not taken care off with the necessary caution. The basis of this study is to establish and assess reasons why commercialisation has been so difficult for solution developers using low earth orbit satellite communication in the high technology market, while it has been such a long awaited technology in the remote monitoring and telemetry fields In today's economy, the marketing of innovative technologies is of critical importance. Innovations succeed or fail in the marketplace based not just on the soundness of the technology, but also on a company's skills at bringing that technology to market and getting it adopted by customers. Unfortunately, traditional approaches to consumer or industrial marketing often prove inadequate when it comes to the introduction of new products in domains such as telecommunications. This study concentrates on and defines the additional aspects surrounding the commercialisation of discontinuous high technology products in new industrial markets. Keywords: Commercialisation, product life cycle, crossing the chasm, product development, market development, sales cycle, discontinuous innovation. / Prof. L. Pretorius