http://en.wikipedia.org/wiki/Disruptive_innovationThis model shows that if innovation incrementally improves an existing product, the incumbent is likely to stay in front.
When innovation changes the market, delivering performance that customers want and can use, the disruptor wins the competition.
Christensen: "Generally, disruptive innovations were technologically straightforward, consisting of off-the-shelf components put together in a product architecture that was often simpler than prior approaches. They offered less of what customers in established markets wanted and so could rarely be initially employed there. They offered a different package of attributes valued only in emerging markets remote from, and unimportant to, the mainstream."