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Disruptive technologies are innovations of an existing product or service, but they facilitate use at a lower cost or convenience. These technologies initially cover small groups that did not have access to the service and end up spreading until they take over the entire market and destabilize competitors.
We can explain it with the following example: a company places a simple, fast, easy-to-use and cheaper technology on the market, with the aim of lower profits and thus creates a revolution. This irritates the pioneers as they become obsolete.
This is the case, for example, of Uber, which generated a change not accepted by taxi companies. There was then an attempt at self-protection through legislation, as Uber was not regulated. But not because it is illegal, but because it is a disruptive technology.
So that pioneering companies do not become vulnerable, the solution is to invest in disruptive technologies. The tendency to be connected to everything allows companies and people to act based on information in real time, and the speed of this technological evolution is extremely high.
In communication, technological trends are not only changing the way we do business, but the way people communicate. With the various tools, it is possible to contact a person at any time and place in the world, via email, WhatsApp, Skype, Facebook, Instagram, Twitter and others.
See now some examples of the influence of disruptive technology on communication:
Social media
Social media is one of the most obvious disruptive technologies that have completely altered the way we communicate. There are several social media, and most people are members of at least four of them.
Social media is not just a personal matter, as Linkedin, a professional network with more than 500 million users. In the personal sphere we have Facebook, launched in 2004 and with two billion users, being considered the largest social network in the world.
Mobility
The cell phone has become the most popular consumer device in the world. With the growing number of applications, you can do practically everything on your cell phone: read newspapers, magazines, watch movies, order food, among others. It is safe to say that people have become addicted and dependent on the mobile device.
In addition to increased access, there are many features that have boosted people's productivity. This includes access to email, searches and, most importantly, marketing.
Cloud
The fact that everything is accessible in our digital life, such as files, data, applications, is due to cloud storage. It is a technology that grows every day and can be private or for individual use, like Google and Dropbox.
With the cloud we can transport books, CDs and photos, without worrying about size or storage.
Mobile Payments
The cell phone has transformed from a communications device into a lifestyle device. Thus, companies are starting to accept mobile payments as a prerequisite for doing business. And this allows the consumer to use other forms of payment other than cash.
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Marcel Castilho is a specialist in digital marketing, neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in Neurolinguistic Programming. He is the founder and owner of Vero Comunicação and also the digital agency Vero Contents.
