什麼是最好的 顛覆性創新示例?
還記得大片視頻嗎？
在 2000 年代初期的鼎盛時期，這家錄影帶租賃巨頭擁有 9,000 多家商店，主導著家庭娛樂產業。但 10 年後，百視達申請破產，到 2014 年，所有剩餘的公司自營商店都已關閉。發生了什麼事？簡而言之：顛覆。 Netflix 在電影租賃領域推出了一項顛覆性創新，這將重創百視達並改變我們在家看電影的方式。這只是可以撼動整個產業的頂級顛覆性創新範例中的一個證據。
現在是關注顛覆性創新的時候了，它不僅改變了行業本身，也改變了我們的生活、學習和工作方式。 本文深入探討了創新顛覆的概念、頂尖的顛覆性創新示例以及對未來的預測。
| 誰定義了顛覆性創新？ | 克萊頓·克里斯滕森。 |
| Netflix 是顛覆性創新的典範嗎？ | 絕對。 |
目錄：
什麼是顛覆性創新以及您為什麼應該關心？
To begin with, let’s talk about disruptive innovation definition. Disruptive innovations refer to the emergence of products or services with a different set of features, performance, and price attributes that differ from mainstream offerings.
與讓好產品變得更好的持續性創新不同，顛覆性創新往往一開始顯得不發達，並且依賴低成本、低利潤的商業模式。然而，它們帶來的簡單性、便利性和經濟性開啟了新的客戶群。
隨著初創公司瞄準被忽視的利基消費者，顛覆性創新穩步改進，直到取代既定的市場領導者。 顛覆可能會顛覆無法適應這些新競爭威脅的傳統企業。
Understanding the dynamics of disruptive innovation is key for companies navigating today’s ever-changing, hyper-competitive business landscape filled with disruptive innovation examples.
70 年標準普爾 500 指數中的公司中有 1995% 如今已不復存在。 這是因為它們受到了新技術和商業模式的顛覆。
95%的新產品都失敗了。 這是因為它們的顛覆性不足以打入市場。
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最佳顛覆性創新範例
Disruptive Innovations appeared in almost all industries, completely upset structure, transformed consumer habits, and achieved massive profits. In fact, many of the most successful companies in the world today are disruptive innovators. Let’s see some disruptive innovation examples:
#1. 百科全書的打擊：維基百科取代了大英百科全書
Here comes one of the must-have disruptive innovation examples, Wikipedia. The internet drastically disrupted the tried-and-true encyclopedia business model. In the 1990s, Encyclopaedia Britannica dominated the market with its prestigious 32-volume print set costing $1,600. When Wikipedia launched in 2001, experts dismissed it as amateur content that could never rival Britannica’s scholarly authority.
They were wrong. By 2008, Wikipedia had over 2 million English articles compared to Britannica’s 120,000. And Wikipedia was free for anyone to access. Britannica couldn’t compete and after 244 years in print, published its last edition in 2010. The democratization of knowledge unseated the king of encyclopedias in a classic example of disruptive innovation.
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#2. 打倒出租車：Uber 如何改變城市交通
Before Uber, taking a taxi was often inconvenient – having to call dispatch or wait on the curb for an available cab. When Uber launched its ride-hailing app in 2009, it disrupted the century-old taxi industry, created a new market for on-demand private driving services and became one of successful innovation examples.
By matching available drivers with passengers instantly through its app, Uber undercut traditional taxi services with lower fares and greater convenience. Adding features like ride-sharing and driver ratings continually improved the user experience. Uber’s innovative platform rapidly scaled, offering rides in over 900 cities globally today. Who can ignore the influence of disruptive innovation examples like that?
＃3。 Boogaloo 書店：亞馬遜改寫零售規則
Disruptive innovation examples like Amazon have been be hot topic for many years. Amazon’s disruptive innovations revolutionized how people buy and read books. As online shopping gained traction in the 1990s, Amazon positioned itself as Earth’s biggest bookstore. Its website made browsing inventory and ordering convenient 24/7. Extensive selection and discounted pricing beat out brick-and-mortar bookstores.
When Amazon released the first Kindle e-reader in 2007, it disrupted book sales again by popularizing digital books. Traditional bookstores like Borders and Barnes & Noble struggled to keep pace with Amazon’s omnichannel retail innovation. Now, nearly 50% of all books are sold on Amazon today. Its disruptive strategy redefined retail and publishing.
＃4。 創造性破壞：數字新聞如何取代紙質新聞
網路為報紙帶來了自活字印刷術發明以來最大的顛覆。 《波士頓環球報》和《芝加哥論壇報》等老牌出版物幾十年來一直主導著印刷新聞版圖。但從 2000 年代開始，Buzzfeed、HuffPost 和 Vox 等數位原生新聞媒體透過免費線上內容、病毒式社群媒體和有針對性的行動交付贏得了讀者，並成為全球顛覆性創新公司。
At the same time, Craigslist disrupted print newspapers’ cash cow – classified ads. With circulation plummeting, print advertising revenue collapsed. Many storied papers folded while survivors cut print operations. The ascendance of on-demand digital news dismantled the traditional newspaper model in a stark example of disruptive innovation.
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#5. Mobile Makes a Call: Why Apple’s iPhone Trounced Flip Phones
It is one of the most brilliant disruptive innovation examples. When Apple’s iPhone launched in 2007, it revolutionized the mobile phone by condensing a music player, web browser, GPS, and more into a single intuitive touchscreen device. While popular ‘flip phones’ focused on calls, texting, and snapshots, the iPhone delivered a robust mobile computing platform and iconic design.
This disruptive ‘smartphone’ overhauled user expectations. Competitors like Nokia and Motorola struggled playing catch up. The iPhone’s runaway success catalyzed the mobile app economy and ubiquitous mobile internet use. Apple is now the world’s most valuable company thanks largely to this mobile disruption driven by innovative technology.
＃6。 銀行業突破：金融科技如何使金融脫媒
顛覆性金融科技新貴是顛覆性科技的主要例子，它們正在挑戰傳統銀行。 Square 和 Stripe 等新創公司簡化了信用卡處理流程。 Robinhood 讓股票交易變得免費。 Betterment 和 Wealthfront 自動化投資管理。眾籌、加密貨幣和電話支付等其他創新減少了支付、貸款和籌款方面的摩擦。
Incumbent banks now face disintermediation – losing customers directly to fintech disruptors. To stay relevant, banks are acquiring fintech startups, forming partnerships, and developing their own mobile apps and virtual assistants. Fintech disruption increased competition and financial accessibility in a classic disruptive innovation example.
#7. 人工智能的崛起：ChatGPT 以及人工智能如何顛覆行業
Together with the Internet of Things (IoT), blockchain, and several others, Artificial intelligence (AI) is considered to be the most disruptive technology and has impacted numerous sectors. There is increasing controversy and concern about the pros and cons of AI. Nothing can prevent it from changing the world and the way humans live. “AI may have flaws, but human reasoning is deeply flawed, too”. Therefore, “Clearly AI is going to win,” Kahneman remarked in 2021.
The introduction of ChatGPT by its developer, OpenAI at the end of 2022 remarked a new technological leap, being an prime example of disruptive technology and leading to a race of AI development in other corporations with a surge of investment. But ChatGPT isn’t the only AI tool that appears to do specific tasks better and quicker than humans. And it is expected that AI will continue to make significant contributions to various fields, especially healthcare.
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What’s Next: The Upcoming Wave of Disruptive Innovation
顛覆性創新永不停息。 以下是可能引發下一次革命的新興技術：
- 比特幣等加密貨幣有望實現去中心化金融。
- 量子計算將成倍提高密碼學、機器學習等領域的處理能力。
- 商業太空旅行可以開闢旅遊、製造業和資源等新產業。
- 腦機接口和神經技術可能會帶來深遠的新應用。
- AR/VR 可以通過顛覆性創新改變娛樂、通信、教育、醫學等領域。
- 人工智能和機器人的飛速發展及其對未來工作的威脅。
課程？ 獨創性帶來顛覆性力量。 公司必須培養創新和靈活性的文化，以駕馭每一波浪潮，否則就有被風暴吞噬的風險。 但對於消費者來說，顛覆性創新為他們帶來了更多的力量、便利和可能性。 由於這些改變遊戲規則的創新例子，未來看起來是光明的和顛覆性的。
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關鍵要點
做好迎接和適應持續顛覆性創新的準備至關重要。 誰知道您可能會成為下一個顛覆性創新者。
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常見問題
亞馬遜如何成為顛覆性創新的典範？ Netflix 是顛覆性創新嗎？
Yes, Netflix’s streaming model was a disruptive innovation that shook up the video rental industry and television broadcasting through new internet technology and business models.
顛覆性技術的最佳例子是什麼？
Top examples of disruptive technology innovations are the iPhone disrupting mobile phones, Netflix disrupting video and TV, Amazon disrupting retail, Wikipedia disrupting encyclopedias, and Uber’s platform disrupting taxis.
特斯拉是顛覆性創新的典範嗎？
Yes, Tesla’s electric vehicles were a disruptive innovation that disrupted the gas-powered auto industry. Tesla’s direct sales model was also disruptive to traditional auto dealership networks.
亞馬遜如何成為顛覆性創新的典範？
Amazon leveraged online retail as a disruptive innovation to shake up bookstores and other industries. Kindle e-readers disrupted publishing, Amazon Web Services disrupted enterprise IT infrastructure, and Alexa disrupted consumers through voice assistants – making Amazon a serial disruptive innovator.
參考： 哈佛商學院在線 |
