Marketing Management

Assignment No 3
Disruptive Technology

Submitted By:
Zia Uddin

EMBA 2019-7

Submitted To:
Ms. Mariam Qadeer
What is Disruptive Technology?

Disruptive technology refers to a technology

whose application affects the way a market or
industry functions. In some cases, the business
models that adapt to new technologies generate
new markets and values. This leads to the
disruption of well-established companies.

Disruptive technologies occur less frequently

but are more convenient to use in the long
term. They initially might not even satisfy
the demands of the high end of the markets, but
once they appear attractive profit-wise, they
surpass market expectations.

The internet is a classic example of disruptive innovation. When people used to the
web for the first time, few predicted it would change the core of how we live.

A recent disruptive technology that originated from the internet is e-commerce.

Nearly every product and service are available through e-commerce transactions,
from music to plane tickets, to stock investing and online banking.
Disruptive Technology Example.

Digital Photography

Digital cameras were an innovation that started to compete in quality and price with film
cameras roughly 20 years ago. Today, cell phone cameras have disrupted the photography
market as a whole, fundamentally redefining what it means to take a photo and who has access
to this type of technology.

Kodak engineer Steve Sasson invented the digital camera in the 1970’s, but the company
rejected it. Sasson says, “It was filmless photography, so management’s reaction was, ‘that’s
cute — but don’t tell anyone about it.’” As Roberto Saracco describes this moment, “many at
Kodak (and elsewhere) were convinced that it was just a crude version of photography that
would have never affected the well-established photography market.”

Indeed, cellphone cameras were crude at first—much like the early transistor radios. But
people used them anyway because phones were in the palm of their hand and incredibly
convenient. This opened up an entirely new market for photography.

And each year, cell phone camera quality gets better. Today, Apple has a “Shot on iPhone”
billboard campaign that prominently displays high-quality photos taken by everyday consumers
on their iPhones—a far cry from hiring sought-after expert photographers who were the only
ones with access to the proper equipment to produce a great shot.