 characteristics of different customer groups continued. The second group, which is an important group is early adopters. They are 13.5% of the total segment. So the early adopters buy into new products, concepts, very early in the life cycle. They start using it very early in the life cycle. The real users are these people. The first group was a very small niche of innovators, but this is a sizeable number, which adopts the usage of the product or the technology. So they are not driven by their love for innovation. They don't have any kind of technology or innovation, they don't have enthusiasm or any kind of romance. In fact, they have pragmatic reasons why they are adopting this. Because they are visionary business people, but they are rationalists, and they are using and adopting this particular application for certain logical reasons. Early adopters are the true revolutionaries. In that particular industry, they bring revolution in that particular market. Because they adopt as a solution to various latent problems in the industry, in the marketplace, understanding their customers. So in that particular market or industry, the revolution comes from their adoptations. They are willing to ignore well-established norms. The traditional technologies they were using, and based on those, the traditions and norms they were developing, they challenge them and break them. They adopt new technology, new applications, and rewrite the norms and traditions. Break free from existing patterns and belief. For this, the existing structures were being used in an old technology industry. That was their whole mechanism. When they changed, the new technology application was needed to adopt a new process and a new procedure. They rely on their intuition and judgment. They are experienced and logical people. They judge based on their experience and their gut feeling that this technology will be more beneficial and efficiency can be ensured with the application of this particular new technology. This group is the first that brings real money. These are the first movers. They earn more money and the company gets cash flows. They sell their applications and start earning the money. There are some issues that need to be understood. Drawbacks of early adopters based on their personal judgment and vision. Each early adopter may demand some form of customization or modification. You have developed your product based on technology. But these early adopters know that this is a new application and a new technology. Based on your experience and gut feeling, you are advised to do this or to do this. Or you insist that the application you are selling should be changed. You sometimes think that there is no need for changes. But they know that this is a present shape or early shape or a new product. You insist that the application you are selling should be changed. This may prove a burden and an impossibility for the entrepreneurs' resources. The customization required sometimes your technology or your infrastructure can be fulfilled. You do not have the capacity to add or modify your application in this way. But your infrastructure cannot ensure this. Similarly, sometimes the finance is required to have a capacity to modify the application according to the customized need of various customers in this particular segment. This is not an option. If everyone wants to make a new customization or modification, sometimes you do not have the sufficient funds to finance a capacity to do such kind of modification and customization. This is an element which an entrepreneurial marketer needs to know so to negotiate or maybe convince these early doctors.