The most dramatic stories of growth and success are launched from a platform of new ideas and disruptive innovation. Introducing new markets and new ways of competing creates new opportunities for high profit margins. Merely aiming your products to your best customers is sustaining your market share. Sustaining innovations comprise simple improvement and breakthrough leaps. Serving a segment in the existing customer base. Disruptive innovations are geared towards markets that at inception are small and poorly defined by competition. The markets are not guaranteed to follow ideas and consume them. There is contrast in customers that are stolen from competition and others that aren't buying at all. Disruptive markets seek an entirely new customer
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Netflix's goal was to target potential customers that weren't buying anything at all. This in turn stole customers from an entrenched competitor, Blockbuster. Netflix disrupted into an unestablished market and made it affordable and viable to access more with less. By not limiting the amount of videos consumed, it made people aware that they could save money and consume more by choosing this new method of movie consumption. Often the things that people want to experience in life do not change. People want entertainment and enjoyment. Making that enjoyment simple and accessible increases chances that the disruption is a success. Netflix was able to compete in the physical DVD market and streaming DVD market. The physical DVD market was good enough to compete with Blockbuster but could be perceived differently than Blockbuster. The DVD was mailed to the household, and in order to view more movies, the user had to mail a movie back and wait for the next one in queue to be delivered. There was an inherent wait time that Blockbuster was able to demonstrate as a strength. Walk into a Blockbuster and the movie you wanted was available. Netflix offered more movies for viewing at a low price. Blockbuster offered movies with optimal availability. Netflix was able to combat Blockbuster by optimizing their delivery process to ensure low wait times that didn't exactly match Blockbusters, however, Netflix delighted the consumer with no limitation on movies and their movie
Netflix's goal was to target potential customers that weren't buying anything at all. This in turn stole customers from an entrenched competitor, Blockbuster. Netflix disrupted into an unestablished market and made it affordable and viable to access more with less. By not limiting the amount of videos consumed, it made people aware that they could save money and consume more by choosing this new method of movie consumption. Often the things that people want to experience in life do not change. People want entertainment and enjoyment. Making that enjoyment simple and accessible increases chances that the disruption is a success. Netflix was able to compete in the physical DVD market and streaming DVD market. The physical DVD market was good enough to compete with Blockbuster but could be perceived differently than Blockbuster. The DVD was mailed to the household, and in order to view more movies, the user had to mail a movie back and wait for the next one in queue to be delivered. There was an inherent wait time that Blockbuster was able to demonstrate as a strength. Walk into a Blockbuster and the movie you wanted was available. Netflix offered more movies for viewing at a low price. Blockbuster offered movies with optimal availability. Netflix was able to combat Blockbuster by optimizing their delivery process to ensure low wait times that didn't exactly match Blockbusters, however, Netflix delighted the consumer with no limitation on movies and their movie