“Disruption” gets thrown around a lot in Silicon Valley circles. Every new company wants to position themselves as a “disruptor”--the bringer of a paradigm shift that will change markets and put themselves on top. Though this line gets the VC money flowing, “disruption” is actually an established theory of innovation with a very specific meaning.
Take, for example, Uber. Though they were near first to market with a gig-economy taxi service, they entered the market by offering lower prices for an established service. Most customers were likely already taxi users.[1] If anything, they created increased demand by increasing ease of use. They didn’t technically disrupt the taxi market.
Disruption, as coined by Clayton Christensen, refers to a new firm creating new market segments or catering to low-end customers, and then capitalizing on their advantage to pivot into the higher-end customers that incumbents have been exploiting for higher profits[2]. This strategy entices big players to cede unprofitable segments of the market, only to subsequently lose the profitable segments because of it.
The classic example of this is personal computers. Before the PC revolution, computer companies were focused on charging huge sums to enterprise customers for mainframe systems. They willingly ceded the consumer market to new entrants, as it was opened up by low-cost integrated circuits made by the likes of Intel. These new entrants then created business applications for their products and drove mainframes to price obsolescence. Though IBM once held 70 percent of the computer market[3]--where economies of scale definitely affect production--their market share dropped precipitously due to this disruption.
History has also shown that firms that don’t “disrupt” and immediately target higher-end market segments tend to get bought-out or out-competed by incumbents[1].
Despite the many false claims to disruption in modern business, there are a few interesting companies poised to end pseudo-monopolies via disruption. As the internet grows in importance, the effective monopoly of internet service providers has come under the political spotlight[4]. Lobbying efforts, faulty-data collection, and local government deals have ensured they fly under the antitrust radar while pushing out competitors[5]. Elon Musk is planning to circumnavigate local restrictions, however, by going into space. SpaceX’s Starlink satellite constellation is posed to create a new market segment as well as take over the low end. The low-earth-orbit satellites are planned to deliver higher internet speeds to rural customers at competitive prices.[6][7] Many rural areas are too remote to make financial sense for traditional ISPs. Further expansion could provide internet services to developing countries as well and could eventually replace wired internet entirely for certain classes of customers.
[1] https://hbr.org/2015/12/what-is-disruptive-innovation
[2] http://claytonchristensen.com/key-concepts/
[3] https://cs.stanford.edu/people/eroberts/cs181/projects/corporate-monopolies/government_ibm.html
[4] https://www.eff.org/deeplinks/2019/05/broadband-monopolies-are-acting-old-phone-monopolies-good-thing-solutions-problem
[5] https://tlpc.colorado.edu/tlpc-releases-white-paper-for-eff-reevaluating-sharing-obligations-for-the-modern-u-s-wireline-broadband-market/
[6] https://www.starlink.com/
[7] https://www.businessinsider.com/elon-musk-spacex-starlink-will-launch-beta-test-six-months-2020-4