Disruptive and Sustaining Innovation

Disruptive Innovation

• The introduction of the personal computer disrupted the market for mainframe computers. Personal computers were smaller, cheaper, and easier to use than mainframe computers, and they appealed to a new market of consumers who did not need the power and functionality of a mainframe computer.
• The introduction of the smartphone disrupted the market for mobile phones. Smartphones offer a wider range of features than mobile phones, such as internet access, email, and apps. They also appeal to a wider range of consumers, including people who want a device for both work and personal use.
• The introduction of Netflix disrupted the market for video rental stores. Netflix offers a subscription service that allows users to watch movies and TV shows online. This is a more convenient and affordable option than going to a video rental store.

Sustaining Innovation

• The introduction of the iPhone 6 was a sustaining innovation. The iPhone 6 had new features, such as a larger screen and a better camera, but it did not fundamentally change the way the iPhone worked.
• The introduction of the Tesla Model S was a sustaining innovation. The Model S is a more efficient and powerful electric car than previous electric cars, but it does not fundamentally change the way electric cars work.
• The introduction of the Microsoft Office 2013 suite was a sustaining innovation. Microsoft Office 2013 had new features, such as improved collaboration tools, but it did not fundamentally change the way Microsoft Office worked.

As you can see, disruptive innovations are typically characterized by their ability to create new markets and displace existing technologies.

Sustaining innovations, on the other hand, are more incremental in nature. They improve existing products and services, but they do not fundamentally change the way things work.