- published: 01 Oct 2008
- views: 9181
A hype cycle is a graphic representation of the maturity, adoption and social application of specific technologies. The term was coined by Gartner, Inc.
Since 1995, Gartner has used hype cycles to characterize the over-enthusiasm or "hype" and subsequent disappointment that typically happens with the introduction of new technologies. Hype cycles also show how and when technologies move beyond the hype, offer practical benefits and become widely accepted. According to Gartner, hype cycles aim to separate the hype from the reality, and enable CIOs and CEOs to decide whether or not a particular technology is ready for adoption. A longer-term historical perspective on such cycles can be found in the research of the economist Carlota Perez.
A hype cycle in Gartner's interpretation comprises five phases:
The term is now used more broadly in the marketing of new technologies.
In September 2008, Harvard Business Press published Mastering the Hype Cycle: How to Adopt the Right Innovation at the Right Time by Gartner analysts Jackie Fenn and Mark Raskino. The book explains the hype cycle research methodology in detail and it lays out a clear approach to innovation adoption to replace the typical hype-driven approach.