The most technologically sophisticated nations in Europe are still Scandinavian, says a new report from JupiterResearch, but Britain is the most tech savvy of the larger countries. Rapid adoption of digital television and broadband internet has pushed the UK ahead and while connection speeds are slow compared with many countries, faster broadband is now being tested and rolled out.
What does this mean then for transatlantic marketing? Basically that Britain is the most attractive European market US technology companies. It's the best place to offer the new products and services that feed our digital appetites. One point to note however - Jupiter found that across Europe the take up of different types of technology varies significantly. Assessing how a particular type of technology will appeal in different markets is critical to ensuring its success.
This is interesting and a factor often not taken into account with technology. Fons Trompenaars and Charles Hampden-Turner give an excellent example of how different cultures can feel about the same device in their book, Riding the Waves of Culture.
The chairman of Sony, Mr Morita, explained how he came to conceive of the Walkman. He loves classical music and wanted to have a way of listening to it on his way to work without bothering fellow commuters. The Walkman was a way of not imposing on the outside world, but of being in harmony with it. Contrast that to the way most westerners think about using the device. "I can listen to music without being disturbed by other people".
This book is highly recommended to anyone involved in cross-cultural business. You can buy a copy on Amazon via this link for the UK: http://www.amazon.co.uk/exec/obidos/ASIN/1857881761/qid=1111491299/sr=1-1/ref=sr_1_10_1/026-7687632-4177240
Or this one for the US: http://www.amazon.com/exec/obidos/tg/detail/-/1857881761/qid=1111491332/sr=8-2/ref=pd_csp_2/104-2502754-6523901?v=glance&s=books&n=507846
