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Innovation Diffusion in Mobile Communication Industry

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Innovation Diffusion in Mobile Communication Industry

Introduction
The word innovation is derived from the Latin word ‘innovatio’ which means renew or change. Innovation is connected with the renewal or improvement in things, it brings a change in the existing things or brings completely new thing into the market and the consequence of innovation is novelty. Innovation is that idea, practice or object which is perceived as new by an individual of unit of adoption (Rogers 1962). Innovation, first of all influences the thinking process of an individual, when one changes the way he makes a decision or makes choices outside of their norm. When innovation comes it changes the old settings and develops a space for new and better process and establishes a completely better system. Innovation and creativity are somewhere connected with each other; creativity can be described as coming up with new ideas, while innovation is about instilling life to ideas that is actually implementing the ideas. Innovation can be described differently at different levels, like on the lower level it is about changing the way the activities are performed and application of inventions; on the other hand, at the higher levels, it is about complete transformation of the organisation. In context to the organisation, innovation is concerned with positive changes in market shares, efficiency, competitive positioning, and quality productivity and so on and all these forces are affected by innovative forces positively. There exists tough competition in the market and in order to survive, it is necessary for every organisation to constantly bring some innovation in their functioning. Innovation emerges in various fields, like business, technology, design, engineering, economic, sociology and so on. Although the term invention and innovation are used

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