To understand the real meaning of Diruptive innovation it is necessary to understand that it is a process that is not based on technologies at all.
One of the causes of the market crises is that today one thinks of hitting the public with a Marketing based on the “special effects” of the “new technologies”.
The problem is that
in times of crisis like the current one,
Consumers have to fall back on
PRODUCTS THAT CAN SATISFY REAL NEEDS
(they can no longer afford to buy products to satisfy “emotional needs”).
< see “From frivolity to sustainability” >
The fact is that now
the Consumer-technologies
now can satisfy
the vast majority of people’s needs.
< see “The role of tecnologies in innovation” >
The success of a product
no longer depends on an improvement in technologies,
but on an addition of
MORE VALUE (VALUE-USEFUL) TO THE PRODUCT.
Note that the real post-war business (WW2) were not power lines or power plants, but (1) Utilities related to electricity: appliances. And subsequently, (2) the development of content (frozen food, TV programs, etc.) of these technological tools.
That is, the business in the technology sector has in fact always been based on development
of a value that overlaps with that of technologies.
Innovation today
consists in “inventing”
NEW FORMS OF USE VALUE OF THE PRODUCT.
This useful-value is a “service component” of the product (product as service).
In fact, a new generation of Smart products is emerging, in which the economical consumer technologies allow it to carry out forms of service for the customer.
