Disruptive technologies don’t just displace sustaining technologies, they can also unsettle or displace customer, partner and channel relationships and even business models.
Take a look at our Map of Technology Disruption infographic below and you’ll see plenty of examples of technology disruptions that combined with other factors to offer ‘disruptive innovation’ and create new challenges for technology marketers. Take SMS for example: when the Short Messaging Service was introduced to mobile phones, who knew that the original strategy to market to business users would be overtaken by the mass adoption of ‘Txt Msg’ by a nascent market of socially active teenagers?
