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Hype cycle

The hype cycle is a branded graphical presentation developed and used by the American research, advisory and information technology firm Gartner, for representing the maturity, adoption and social application of specific technologies. The hype cycle provides a graphical and conceptual presentation of the maturity of emerging technologies through five phases.

An example of a hype cycle is found in Amara's law^[1] coined by Roy Amara,^[2] which states that

We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run.^[3][4]

Five phases

General hype cycle for technology

Each hype cycle drills down into the five key phases of a technology's life cycle.

The term "hype cycle" and each of the associated phases are now used more broadly in the marketing of new technologies.

Hype in new media

Hype (in the more general media sense of the term "hype"^[6]) plays a large part in the adoption of new media forms by society. Terry Flew states^{[citation needed]} that hype (generally the enthusiastic and strong feeling around new forms of media and technology in which people expect everything will be modified for the better^{[citation needed]}) surrounding new media technologies and their popularization, along with the development of the Internet, is a common characteristic. But following shortly after the period of 'inflated expectations', as per the diagram above, the new media technologies quickly fall into a period of disenchantment, which is the end of the primary, and strongest, phase of hype.

Many analyses of the Internet in the 1990s featured large amounts of hype,^[7][8][9] which created "debunking" responses.^[6] However, such hype and the negative and positive responses toward it have given way to research that looks empirically at new media and its impact.

A longer-term historical perspective on such cycles can be found in the research of the economist Carlota Perez.^[10] D R Laurence in clinical pharmacology described a similar process in drug development in the seventies.^{[citation needed]}

Criticisms

There have been numerous criticisms^{[11][12][13][14]} of the hype cycle, prominent among which are that it is not a cycle, that the outcome does not depend on the nature of the technology itself, that it is not scientific in nature, and that it does not reflect changes over time in the speed at which technology develops. Another is that it is limited in its application, as it prioritizes economic considerations in decision-making processes. It seems to assume that a business' performance is tied to the hype cycle, whereas this may actually have more to do with the way a company devises its branding strategy.^[15] A related criticism is that the "cycle" has no real benefits to the development or marketing of new technologies and merely comments on pre-existing trends. Specific disadvantages when compared to, for example, technology readiness level are:

• The cycle is not scientific in nature, and there is no data or analysis that would justify the cycle.


• With the (subjective) terms disillusionment, enlightenment and expectations it can not be described objectively or clearly where technology now really is.


• The terms are misleading in the sense that one gets the wrong idea what he or she can use a technology for. The user does not want to be disappointed, so should he or she stay away from technology in the Trough of Disillusionment?


• No action perspective is offered to move technology to a next phase.


• This appears to be a very simplified impulse response of an elastic system representable by a differential equation. Perhaps more telling would be to formulate a system model with solutions conforming to observable behavior.

An analysis of Gartner Hype Cycles since 2000^[14] shows that few technologies actually travel through an identifiable hype cycle, and that in practice most of the important technologies adopted since 2000 were not identified early in their adoption cycles.

See also

• 
  AI winter, in referring to periods of disillusionment with artificial intelligence.


• Product lifecycle


• Kondratiev wave

References

Further reading

• 
  Jackie Fenn & Mark Raskino (2008). Mastering the Hype Cycle: How to Choose the Right Innovation at the Right Time. Harvard Business Press. ISBN 978-1-4221-2110-8. 
  

External links

Wikimedia Commons has media related to Hype cycle.

• 
  Hype Cycle Research Methodology, the official materials.


• 
  Gartner's Hype Cycle, a brief summary from the Floor Management Netwerk.