Uncertainty is the new Certainty <ul><li>Uncertainty leads companies to disruptively innovate </li></ul><ul><li>Performanc...
Transistor Radio vs Analogue Radio <ul><li>Lowered Performance: </li></ul><ul><li>Worse sound </li></ul><ul><li>New Perfor...
<ul><li>Portable was preferred over better sound quality  in bringing music to the beach </li></ul><ul><li>As the sound qu...
Pocket calculators vs Desktop Calculators <ul><li>Lowered Performance: </li></ul><ul><li>Worse computing performance </li>...
<ul><li>Pocket calculators could be sold in bookstores  and retail stores </li></ul><ul><li>Over time, the computing perfo...
LCD TV vs CRT TV <ul><li>Lowered Performance: </li></ul><ul><li>Worse image quality </li></ul><ul><li>New Performance Attr...
<ul><li>LCD screens were initially used in applications  where battery consumption and weight  were  more important than i...
Mobile phones vs Regular phones <ul><li>Lowered Performance: </li></ul><ul><li>Worse sound quality </li></ul><ul><li>Expen...
<ul><li>With time, mobile phones became cheaper and  sound quality improved </li></ul><ul><li>New features such as applica...
<ul><li>Sources: </li></ul><ul><li>Christensen, C.M. (1997) The Innovator’s  Dilemma, Harvard Business School Press,  Camb...
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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!

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Uncertainty is the new certainty

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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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