INNOVATION DIFFUSION AT SMART EYE - How can Smart Eye influence the rate of diffusion of their product SAIDMS?

Abstract

Road accidents cause millions of deaths and cost around 3% of annual GDP for most countries every year, 80-90% of which are due to human error. European and Chinese authorities have put regulations in place, calling for increased use of advanced monitoring systems which can reduce fatalities and costs associated with road accidents. This paper examines how Smart Eye, a Gothenburg-based eye-tracking company, can facilitate a successful diffusion of their product Smart AI Driver Monitoring System. The study applies a mixed-methods approach, utilizing qualitative interviews with stakeholders along the product’s value chain and a quantitative survey directed toward potential end-users of the product to examine important factors for adoption and attitudes toward driver monitoring. The results indicate that concerns regarding personal integrity and costs are the most prominent, whereas concerns regarding availability of service and maintenance as well as product functionality and quality are frequently recurring. Attitudes toward driver monitoring among the quantitative sample of end-users were mainly positive, with the exception of integrity-related concerns. The paper concludes that customer and end-user knowledge and acceptance is important for the diffusion of the product, and that Smart Eye can take proactive steps to increase the rate of diffusion.