When I first saw the new iinet campaign where they claim to be the new No.2 in DSL Broadband, I quickly knew I had to write a blog post about how similar this campaign is to the great Avis “we’re no.2 so we try harder” campaign from the 1960s.

Fortunately, my friends over at Marketing Magazine have already covered this angle which frees me up to look a bit deeper into why this strategy will work for iiNet.

Demonstrating ease of use is critical in accelerating diffusion of innovation. The hottest innovation at the moment is of course the Apple iPad, and fortunately for Apple, its Innovator customers are demonstrating how easy the iPad is to use for them, by giving it to their toddlers, filming the results and loading it to YouTube.

Diffusion of Innovation was one of my favourite research topics while studying my Masters of Business in International Marketing. This free white paper introduces the ‘Newton Ball Diffusion Acceleration Effect’ and discusses its influence of the current global innovation phenomenon, the Apple iPhone.