Reflection to “Disruptive Technologies” and “The Innovation-decision Process”

Reflection to “Disruptive Technologies” and “The Innovation-decision Process”

 

The two articles present different points of view for technology development. Christensen and Bower introduce the idea of disruptive technologies in the article. They aim on executive managers who make decisions in the company. They present essential steps for these managers to market with disruptive technologies. In another reading, Roger explains technology from another aspect. He shows us a process from an idea was born and becomes practical. Compares to Christensen’s marketing aspect, Roger focuses on the process of innovation more. However, the future is always unknown, both of them try to lead us a direction to deal with the new technologies or innovation.

 

Rogers mentions five stages in the innovation-decision process. When an individual notices the existence of innovation, he/she may generate a positive or negative attitude toward the innovation. Then he/she would decide to adopt or reject the innovation. Finally, the individual needs to confirm the innovation if it is adopted and put into practices. I think more details should be mentioned in the process. There are more factors would decide the development of the innovation. For example, pricing. 3G in Taiwan has been promoted for 5 years, the growth is still limited. Mobile network operators need to bid for licenses from the government and pay a huge budget for developing and operating the technology. Therefore, the charge of 3G service is expensive and the service isn’t mature enough. Although people aware the innovation, pricing could be the barrier to use it.

 

Internet helps accelerate people’s adoption of the innovation. For example, if anyone buys a new technological devices, he/she could leave commends on Amazon.com, post an article on the blogs. The power of word-of-mouth becomes stronger through these social media. It encourages the rate of adoption of the technology, if the technology itself is good enough. The influence of the Internet can be seen from the perfect cooperation of iTunes and iPod. If there is no iTunes, iPod could be just a normal music device. Customers link to the online music store through iTunes whenever they like, buy and download music files. The online store eliminates the limitation of space. People adopt the digital music service easily and quickly. As a new communication tool, the Internet helps diffusion of technology.

 

Reflects to Christensen and Bower’s article, digital music downloading is a kind of disruptive technology. It replaces the CD and other music formats. If we follow the steps which are mentioned in the article, managers for digital downloading service, for example, iTunes, need to decide the technology is disruptive or sustaining. It should belong to disruptive since it replaces the pervious music formats, instead of extending the existed one. Then decision makers need to define the strategies for digital music downloading. Easy-sharing is the most unique feature of MP3 files, then where is the market? P2P software provides a good chance to educate people about digital downloading, although the legal issue is a problem. Then Christensen indicated managers to build the business in an independent organization. In my opinion, this step is more difficult to be established. If the technology is successful, companies will try to earn profit though it and preserve the ownership. Moreover, similar technologies will also be released and compete with each other. Therefore, the idea of creating an independent organization is an ideal plan. However, it is still a positive method to keep the technology growing.

 

The two articles show how technologies are developed through different aspects. When Rogers confirms the positive impact of the Internet to the innovation-decision process, I’m more curious about Christensen and Bower’s opinions toward it. Dose the Internet facilitate these managers make strategies for the disruptive technologies, too? 

 

References:

Bower, J. L., & Christensen, C. M. (1995). Disruptive Technologies: Catching the Wave.HARVARD BUSINESS REVIEW. 73 (1), 43.

Rogers, E. M. (1995). Diffusion of innovations. New York: Free Press.