Disruptive Innovations and Technology Invasions
The tech strategy model below depicts a disruptive technology which begins its trajectory of technology invasion at point D. We have placed two baseline frameworks, with which you all must be familiar, if you have used this Open Strategy Portal before: S-Curves and the Ansoff Matrix. In particular, we have placed points A, C, and D from the model with the corresponding points on the familiar S-Curves framework:
When the invasive technology has a gap in terms of performance output from the technology and what is demanded by the existing market (at time T1), the businesses selling the existing technology see no threat from the invasion. But what if the invasive technology is able to become a successful business by courting lead users and creating a new niche market, and make it to point B, where it is able to meet the existing market demand (at time T2)? Typically, it starts taking market share from the older stagnating / mature technology because of its better price / performance metrics... To learn more about this technology strategy model and its applications to current technologies / products (iPad, Google Buzz), listen to the associated podcast...
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