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A comment on The math’s not pretty on digital advertising’s future revenues? (2017). Parent comment
Incumbents ignore low-margin, cost-conscious customers.
Innovators cater to customers the incumbents don't want and build a product that is worse than incumbent's in every area except cost.
Then innovators improve the product to capture the lower tier of incumbent's customer base, then work their way up to more profitable customers.
Incumbent wakes up too late, finds their customers moved to a product the incumbent always thought was worse.
Lesson: don't ignore large, underserved populations or you'll find your lunch has been eaten.
https://en.wikipedia.org/wiki/The_Innovator%27s_Dilemma
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Incumbents ignore low-margin, cost-conscious customers.
Innovators cater to customers the incumbents don't want and build a product that is worse than incumbent's in every area except cost.
Then innovators improve the product to capture the lower tier of incumbent's customer base, then work their way up to more profitable customers.
Incumbent wakes up too late, finds their customers moved to a product the incumbent always thought was worse.
Lesson: don't ignore large, underserved populations or you'll find your lunch has been eaten.
https://en.wikipedia.org/wiki/The_Innovator%27s_Dilemma