Assessing the Predictive Power of Technology Adoption Life Cycle Model in Nigerian Telecom Market

Technology Adoption Life Cycle Model (TALCM) has proved to be a useful marketing tool for technology products. However the model was developed and mostly tested in developed markets. Against the backdrop, this research examines the viability of the model in new environments. Hence, the Nigerian GSM market present a fertile ground given its contrasting features from where the model was developed and frequently tested. The research relied on secondary data largely drawn from regulatory/operators' disclosure. The paper compares GSM operators marketing effort vis-a-vis TALCM prescriptions in relation with their market share for early and middle stages. Result indicates perfect correlation between compliance with the models' prescription and operators' market share. In essence, analysis of operators marketing effort and market share suggest the robustness of the model especially in the early stage where operators marketing effort were more divergent.