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James McKenzie: how I knew the writing was on the wall for our rival’s lighting technology
- In 2014, a lighting technology company faced challenges with their product launch due to issues with a rival firm's technology at a trade show.
- The company was developing wirelessly connected lighting with a Bluetooth control system aimed at increasing energy efficiency and smart features.
- LED technology was advancing rapidly, with LEDs becoming the predominant choice in the lighting industry by generating high lumens per watt.
- At the LuxLive trade show, the company experienced technical difficulties when a rival firm's Ceravision's HEP lamps interfered with their products.
- Ceravision's electrodeless lamp technology proved to be disruptive, efficient, and durable compared to existing LED solutions.
- Efforts to resolve the interference issue with Ceravision at the trade show were met with defensive responses from the rival company.
- Despite winning an innovation award, the company faced challenges demonstrating their wireless lighting system due to the interference from Ceravision's lamps.
- Ceravision's technology faced setbacks in the market due to high costs, complexity, and niche applications, leading to the company's eventual demise.
- The story highlights the importance of listening to customer feedback, re-evaluating products, and being adaptable to market changes for business success.
- The case serves as a cautionary tale of missing opportunities in a rapidly evolving industry and the consequences of overlooking warning signs.
- Ultimately, the fate of the rival company's lighting technology serves as a lesson in the need for continuous assessment and adjustment in business strategies.
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