 Continued discussion on characteristics of different customer groups. The next group is late majority. Late majority is the next 34% of the prospective customers. These customers are conservative and pessimistic. These new technologies are critical. They are connected with tradition. They are connected with the past. The first technology was better. The first process is better. These new technologies are not useful. They start with a pessimistic angle. They are usually clinging with tradition. They are not easily ready to change. They do not see value in investment in radical technology. They do not feel comfortable. Why should I invest in a new technology? If my work is going well, why should I invest in a new application or new technology? They feel this investment is a waste investment. They do not feel comfortable in changing. Some people adopted ISO certification in the beginning. If you are not a customer, you think you can standardize your processes. Many people in the same group did not like it. What is its use? I know what is correct and I am doing it correctly. Sometimes they do not have that much extra capital to invest into the new technology as the first, second or third group had. It is difficult to convince them and make them happy. They have a risk-averse attitude. They do not want to take any kind of risk. The attribute bundle is of the technology that we are using and we are getting benefits from it. I will forego the features and use a new technology or new technology or new application. There may be some such things that are convincing that are better than my previous application. I will focus more on those features which I had to pogo in the exchange of new and old applications. I do not want to take any kind of risk and by adopting a new technology or new application I do not want to take any kind of risk with the new technology or new application. This fear and danger stops them from taking risks. They are sometimes less educated than the early segments in the technology adoption life cycle which they adopted and used technology and the awareness level and education level is better. They themselves, as innovators and as a lead adopter they adopt technology, application, features, possible benefits, potential advantages and adopt them as soon as possible. They keep us capacity to understand the technology and its application and possible potential benefits and advantages and assess them and evaluate their capacity because of the limited education. That is why they cannot understand why we use this new technology or new application. But they are important because they are a very large segment 34% so since the late majority is such a large group deal this group with simple strategy. You consider this as a segment and you can manipulate your marketing mix so that this segment is attracted and you can catch it so that your application becomes a buyer and adopts it. Keep the product cost low and high profits will result over time. When you want to interact with them keep your prices low because price is an element for them and to reduce that price you may reduce your profits in the short run but since their size is very big and when you can attract a good number from them and sell them your technology or technological application you can sell a big number of your technology and maybe your per unit or per individual profit margin is less but since you can catch a big number potentially then your result in the long run profit will be much bigger and sizeable. Use better public relations as a promotional tool Social media marketing and public relations tool together can be very factive to build buying the scenes. You can demonstrate your technology on social media and they can be sent to them and they can interact with them various types of your promotional literature they can invite them on dinner or tea and give them presentation or keep visiting them to update them regarding the updated version of your technological components or maybe the updated and reduced prices of the facility which you are offering to them so they all together could be convincing for them to adopt that particular technology So the strong positive references those people who are lead adopters or your lead customers and tell them that these companies they have already adopted this particular technology and they are using it successfully so you can ask them too and also the social norm play which is through public relationing and social visits an important role in this perspective customer groups decision making and those are important to watch and use in the start-ups marketing efforts so the start-ups are using these tools and through these possible marketing activities these are important and can attract large segment to market their new technology or new application conveniently