Disruptive innovation
As of late 20th century, pursuit of sustaining innovation has been the major objective in benchmarking and achieving R&D under rapidly globalised world. In essence, it is the pursuit of efficient product access methods and the continuous global demand of change in product variety which allows disruptive innovation to both a benefit of providing newly decreased marginal utility and value propositions (Adner 2002) to high end product and services which otherwise would only be attainable by consumers with strong financial or skill power (Christensen 2016). By usage of innovative technological method of achieving expected performance dimensions with inferior technology, (Christensen and Bower 1996. Christensen 1997), disruptive …show more content…
But with all such, the question of what is disruptive innovation and its realistic effect upon the industry and its market remains questions. In this blog the question is going to be explored with reference to changes due to disruptive innovation within the cell phone market.
Cell Phone Industry
Since the late 19th century, disruptive innovation has been ever present within the cellular phone industry, validated since utilisation of variety and durability innovation in product R&D for market control battle. Along with the increasing demand for user friendly control and functionality (Gobindgarh 2008) to all consumers, created by increasing resource and idea internationalisation, the historical demand for such consumer focused sustainable innovation has set logical foundation for innovatively disruptive qualities in its application to most innovation (Dan & Chang 2010) whilst resolving the potential of monopolisation by …show more content…
Similar trend of correlation is evident. With Apple who innovated the smart phone market and utilised high end pricing for phones who high end specifications and functions for substantive innovation, a gap of common iPhone is left for Samsung’s Galaxy to overtake. With additional features of bigger screen, application variety and extended battery life (John 2013) created by improvised copycat smart screen technology (Morris 2015), Galaxy was able to reduce marginal utility and create a more valued proposition for customers looking for economically friendly substitution of the higher end paradigm of iPhone with application of existing android operating system, quickly gaining a market share as seen in appendix B and disrupting the market once monopolised by Apple. To combat such, Apple implemented products suiting price segmentation such as the iPhone 5C range, but fails to overcome the already established Samsung brand awareness for its’ economically and application friendly features. However, excessive disruptive innovation may also cause a loss, as seen in appendix C, galaxy s4 sales for the first week is half in comparison to Apple due to the over-complexity of functionality and application whilst the R&D of each company over simulated disruptive
As of late 20th century, pursuit of sustaining innovation has been the major objective in benchmarking and achieving R&D under rapidly globalised world. In essence, it is the pursuit of efficient product access methods and the continuous global demand of change in product variety which allows disruptive innovation to both a benefit of providing newly decreased marginal utility and value propositions (Adner 2002) to high end product and services which otherwise would only be attainable by consumers with strong financial or skill power (Christensen 2016). By usage of innovative technological method of achieving expected performance dimensions with inferior technology, (Christensen and Bower 1996. Christensen 1997), disruptive …show more content…
But with all such, the question of what is disruptive innovation and its realistic effect upon the industry and its market remains questions. In this blog the question is going to be explored with reference to changes due to disruptive innovation within the cell phone market.
Cell Phone Industry
Since the late 19th century, disruptive innovation has been ever present within the cellular phone industry, validated since utilisation of variety and durability innovation in product R&D for market control battle. Along with the increasing demand for user friendly control and functionality (Gobindgarh 2008) to all consumers, created by increasing resource and idea internationalisation, the historical demand for such consumer focused sustainable innovation has set logical foundation for innovatively disruptive qualities in its application to most innovation (Dan & Chang 2010) whilst resolving the potential of monopolisation by …show more content…
Similar trend of correlation is evident. With Apple who innovated the smart phone market and utilised high end pricing for phones who high end specifications and functions for substantive innovation, a gap of common iPhone is left for Samsung’s Galaxy to overtake. With additional features of bigger screen, application variety and extended battery life (John 2013) created by improvised copycat smart screen technology (Morris 2015), Galaxy was able to reduce marginal utility and create a more valued proposition for customers looking for economically friendly substitution of the higher end paradigm of iPhone with application of existing android operating system, quickly gaining a market share as seen in appendix B and disrupting the market once monopolised by Apple. To combat such, Apple implemented products suiting price segmentation such as the iPhone 5C range, but fails to overcome the already established Samsung brand awareness for its’ economically and application friendly features. However, excessive disruptive innovation may also cause a loss, as seen in appendix C, galaxy s4 sales for the first week is half in comparison to Apple due to the over-complexity of functionality and application whilst the R&D of each company over simulated disruptive