Top 10 Big Companies Who Have Partnered With Startups To Disrupt The Market
Disruptive innovations is a word coined by Clayton Christensen, which refers to a process such that an underrated product, item, or service launches to become prominent enough to supersede, or displace an established product, item, or service. Most times, disruptive innovation takes base at the bottom of a market, and it can also be a low-class representation of a product, and then it suddenly booms to affect other conventional products. However, due to reduced costs, easily accessible, and other advantages, the product suddenly becomes more desirable than other products in the same industry.
In the world’s marketplace with a lot of evolving and traditional industries, new businesses have to ‘make noise’ to catch the attention of their target market. The rebirth of disruptive marketing has started to lead the way as many companies look for new innovations and new ways of doing things. Disruption exists in every industry, and has been around for a long time. Every time there is a new innovation, and it becomes something that attracts the attention of the audience, it is termed a “disruptive brand.”
We have put together some top companies that have partnered with startups to disrupt the market. These companies have transformed the way we do things, and the way we live generally.
Everything that Elon Musk does is always disruptive. This company aims at taking the pursuit for next generation technology and sustainability to the next level. Tesla is the most impeccable electric car manufacturer in the world, and they’re also working on increasing what vehicles can do. Soon, you will see vehicles literally flying in the air. With the changes this company has made to the automobile world, it is said to be one of the most disruptive brand ever.
Tesla also has it’s own open-source inventions, which makes them open to anyone to work with. It also helps companies who like to keep their engineering accomplishments undisclosed.
Purple is a mattress industry that helps to put you to sleep and also fill you with excitement. Most companies in the mattress industry always like to play it safe when it comes to innovation technology, but brands like Purple changed that course when they came on. Purple was created by two brothers, Terry and Tony Pearce. The two brothers took the mattress industry and turned it upside down with their high-tech mattress that is designed to offer the best experience of spinal support for anyone who could afford it.
The business standard of the company is disruptive on its own, not to talk of the innovation of the mattress. The company used a direct-to-customer method, instead of going through retail stores. This means that clients do not need to go through distributors or wholesalers. They also made it easier and simple such that you can use the mattress up to 100 times before you ask for a refund.
Taxi cabs and public transport has upgraded, all thanks to Uber. Uber is a go-to means of transport if you need to get to a meeting and you can’t afford to go with a bus, train, or even drive your own car. It only requires extra cash, but it can always be banked on. Uber made its name as one of the disruptive brands by making car rides faster and more enjoyable. With just the push of a button, or a call away, you can have a car sent to wherever you want it.
Uber has also enhanced their operation such that you’re allowed to choose who you want your driver to be. You can also choose to either become a passenger or a driver on the app. If you need to earn some extra cash, you can use your personal car to make some. And if you just want a ride, you can get something modern and cheaper. Uber is simply “transport re-defined.”
BrewDog can also be described as one of the disruptive brands, in the alcoholic beverage industry. They brewed their first beers in 2007, and since then, they have been bringing in more variation and personality into the marketplace. The products produced by BrewDog are not totally new, but their method of distribution is top-notch, and this is one of the reasons they can be seen as disruptive.
BrewDog decided to make a change in the brewing industry by enhancing the way companies relate with their customers. With the newly created Jop Drop app, you can order for beer, spirits, cider, or food, and pick them up without stepping out of your car. They have gone so in-depth into technology, that they have made getting beer easy and without stress. BrewDog is currently running a 30% discount for all their users, and a 50% discount for NHS staff. Buying beer is just made easy with BrewDog.
Smarter is one of the first companies to bring IoT (Internet of Things) to the internet innovation industry. In 2013, the co-founders, Isabella and Christian Lane launched their own Wi-Fi connected kettle, this allows you to have anything you need for a cup of tea ready before you got home. The brand has come up with various devices after then, and has grown from just a simple idea to a worldwide spectacle that is now disruptive in the marketplace.
The company has designed a fridge camera that allows you order food according to what you have currently in your fridge. All these and many more they have been able to accomplish without so much of outside funding source.
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As at the time Apple was created, it was just another overpriced computer company, it was not an innovator industry, neither was it a disruptive brand. But in 2001, Apple released the first iPod ever and since then, they have been disrupting the marketplace. The iPod made it easier for users to carry their music around with them wherever they went. It was the innovation of iPod that launched out Apple into what it is today.
After the iPod, Apple now has new innovations, such as the first mobile touch-screen, and mass production of smartphone. Without Apple, it is possible that we’ll still be using the old method of smartphones. Many other companies have emerged after the order of Apple, but the truth still remains that it was Apple who changed the way we used technology by ensuring that each person has their own computer withing their reach.
Aldi is a grocery store that has shaken up the way we do grocery shopping. When disruptive brands are listed, most times, we forget to include grocery stores. But Aldi is one disruptive brand that cannot be ignored. Aldi provides customers with high-quality items at ridiculously low prices. Aldi was the first British company that eradicated the use of plastic bags. They are not only making life easier for people; they’re also making the environment greener.
Aldi’s products are so cheap that they are affordable for all income classes. You no longer have to break a bank to do grocery shopping of nice and high-quality products. Aldi also has a website where you can order for goods and have them delivered at your doorsteps.
When Amazon was first created by Jeff Bezos, the name he wanted to give the retail company was “Cadabra” (as in Abracadabra), but when someone confused it with “Cadaver”, he had to change his mind to “Amazon.” The name alone in the earing of users command so much respect and high expectancy. The name of this company is more crucial to the business than you think.
When Jeff closed the name, what he had in mind was something that would come up first on the search list, because algorithms were based on alphabets in those days. He also liked the fact that it had the letters ‘A’ and ‘Z’ in it, since he wanted the company to sell products and items of every kind all over the world. Amazon was the first company that changed the way we do online shopping. Today, it had become the one-stop shop for anything and everything you need, from the little things to the big things.
McDonald’s might be sidelined when talking about disruptive brands, but with the way it has changed fast food today, it can be regarded as one. McDonald started small with just two brothers preparing fast, but delicious burgers in San Bernardino California. The brothers were later bought out for $2.7 million by a man called Ray Krok. Today, McDonald’s is one of the most well-known brands in the world. They have branches (golden arches) in different countries, over 119 branches.
Many other fast food restaurants have come up after them, but none has been able to disrupt the economy like McDonald’s. Chicken nuggets might not be a technology innovation, but McDonald’s have changed our world, and qualifies to be called a disruptive brand.
Netflix is another of the most disruptive companies in the world. They began as a very boring business idea, mailing out DVDs to users who wanted to have the experience of a blockbuster without actually going to Blockbuster. Then they started targeting people who want easy entertainment, but don’t want to watch the latest top films. They also considered some successes that have been made in that area, and used it to turn the business around.
Netflix has now moved from mailing their DVDs to streaming their media online. With Netflix, all you need is a computer or phone, and internet connection to have a feel of the blockbuster experience. With this innovation, Netflix has been able to push Blockbuster out of business, as most people now consider their Netflix account as an essential thing on a daily basis.
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