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Price – Toppling an Incumbent


The bigger they are, the harder they fall.  The proverb applies to incumbents with huge market share (aka former monopolies) as well as to trees and schoolyard bullies.  An enormous customer base paying comfortable margins makes it nearly impossible for an incumbent to fight a disruptor in the marketplace.

Disruptive technologies which provide new and better ways of doing things are all the rage.  As an entrepreneur, I loved seeing the opportunities created by the PC, the graphical user interface, and the Internet – particularly the World Wide Web.  But a necessary condition for all of these breakthroughs was a sharp drop in price.  The PC revolution needed cheap MIPs (computer processing power); GUI needed even cheaper MIPs to do all the graphic processing; and the popular Internet needed the PCs, the GUI, AND cheaper communication at broader bandwidths.

This post is about price – not features.  It is about how price alone can be used to bring down an incumbent and why the incumbent won’t fight back IN THE MARKETPLACE until it’s too late...

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