Disruptive Technologies
D. Sudharshan
Source: Bower and Christensen, “ Disruptive Technologies: Catching the wave,” HBR Jan-Feb 1995.
Source: Bower and Christensen, “ Disruptive Technologies: Catching the wave,” HBR Jan-Feb 1995.
Multiple Generations
• Existence of Rhythm for IBM Mainframe Systems
Year
Source: Vijay Mahajan and Eitan Muller in Technological Forecasting and Social Change 51, 109-132 (1996)
Technology x Segments x Needs
based market/business definition
N
e
e
d
s
Disruptive
technology
scanning domain
Segments
Framework for market
emergence
Level 4:
Product Variant
Space
Benefits x Usage
Firms
Bundles
Level 3:
Bundle Space
Product
Economics
Building
Blocks
Level 2:
Building Blocks
Space
Technology
Capabilities
Functionality
x Efficiency
Level 1:
Technology Space
Use
Knowledge +
Method
Level 0:
Knowledge Space
Successful strategies
• Embed projects to develop and commercialize disruptive
technologies within an organization whose customers need
them.
• Place projects to develop disruptive technologies in
organizations small enough to get excited about small
opportunities and small wins.
• Markets coalesce through an iterative process of trial,
learning and trial.
• Find new markets that value the attributes of the disruptive
products and not search for a technological breakthrough
so that the disruptive product can compete as a sustaining
technology in mainstream markets.
The cosmos
A view of the Milky Way from the southern hemisphere towards the centre of our galaxy (AAO)
The solar system
The earth
Closer view of the earth
Earth views
http://earth.jsc.nasa.gov/mm.html