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Uncertainty is the new certainty
Uncertainty is the new certainty
Uncertainty is the new certainty
Uncertainty is the new certainty
Uncertainty is the new certainty
Uncertainty is the new certainty
Uncertainty is the new certainty
Uncertainty is the new certainty
Uncertainty is the new certainty
Uncertainty is the new certainty
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Uncertainty is the new certainty

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This is my entry for the AdAsia Conference New Delhi 2011. Please like it and share it on Facebook if you find it worth doing so. Thank you!

This is my entry for the AdAsia Conference New Delhi 2011. Please like it and share it on Facebook if you find it worth doing so. Thank you!

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  • 1. Uncertainty is the new Certainty <ul><li>Uncertainty leads companies to disruptively innovate </li></ul><ul><li>Performance is initially lowered </li></ul><ul><li>New performance attributes are provided </li></ul><ul><li>Improvement along traditional parameters leads to certainty of success </li></ul>
  • 2. Transistor Radio vs Analogue Radio <ul><li>Lowered Performance: </li></ul><ul><li>Worse sound </li></ul><ul><li>New Performance Attributes: </li></ul><ul><li>Portable </li></ul><ul><li>Low Battery Consumption </li></ul>
  • 3. <ul><li>Portable was preferred over better sound quality in bringing music to the beach </li></ul><ul><li>As the sound quality improved, it displaced the big analogue radios </li></ul>
  • 4. Pocket calculators vs Desktop Calculators <ul><li>Lowered Performance: </li></ul><ul><li>Worse computing performance </li></ul><ul><li>New Performance Attributes: </li></ul><ul><li>Portable </li></ul>
  • 5. <ul><li>Pocket calculators could be sold in bookstores and retail stores </li></ul><ul><li>Over time, the computing performance improved and prices fell </li></ul><ul><li>Subsequently sales offices lost their value </li></ul>
  • 6. LCD TV vs CRT TV <ul><li>Lowered Performance: </li></ul><ul><li>Worse image quality </li></ul><ul><li>New Performance Attributes: </li></ul><ul><li>Low battery consumption </li></ul><ul><li>Low weight </li></ul>
  • 7. <ul><li>LCD screens were initially used in applications where battery consumption and weight were more important than image quality e.g. mobile phones, video games and cameras </li></ul><ul><li>When the image quality became good enough,they displaced CRT TVs </li></ul>
  • 8. Mobile phones vs Regular phones <ul><li>Lowered Performance: </li></ul><ul><li>Worse sound quality </li></ul><ul><li>Expensive </li></ul><ul><li>New Performance Attributes: </li></ul><ul><li>Portable </li></ul>
  • 9. <ul><li>With time, mobile phones became cheaper and sound quality improved </li></ul><ul><li>New features such as applications, camera and Bluetooth were added which led to the displacement of analogue phones </li></ul>
  • 10. <ul><li>Sources: </li></ul><ul><li>Christensen, C.M. (1997) The Innovator’s Dilemma, Harvard Business School Press, Cambridge, Massachusetts </li></ul><ul><li>Presented By: </li></ul><ul><li>Avishek Basu Mallick </li></ul><ul><li>IIM Ranchi </li></ul><ul><li>for </li></ul><ul><li>Ad Asia Conference 2011, New Delhi </li></ul>

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