Over the past few months I have been using the HTC Touch Diamond Smartphone and although it is a very stylist device and incorporates a 3.2 mega pixel camera with a touch interface, sadly the responsiveness of this interface is very poor compared to Apple range and this really does tarnish the whole experience.
This however did make me think about the whole issue around Innovations. The Apple offerings have all tended to be very disruptive and completely new to the marketplace whilst other fast followers like HTC have tended to be incremental with their product set, i.e. they developed the handset first and are now introducing advanced features like the touch interface etc. Saying that, the whole issue around Brand loyalty also needs to be considered, i.e. if you are a brand follower I am sure the incremental releases HTC are introducing will only enhance the whole experience however when compared to other disruptive innovations the leap may not be as smooth or encourage migration from other device users.
Therefore with the UK’s very price driven culture and multitude of comparison sites should strong brands only focus on incremental innovations with the possibility of actually loosing customer penetration or wait for disruptive advances at the risk of alienating some of their loyal followers?
The answer is both, with only incremental or disruptive advances you will certainly either lag behind or make costly wrong decisions on occasions. To truly innovate a company needs both, incremental innovations should be everyone’s bread and butter and continue the revenue streams whereas the disruptive ones will hopefully enhance the range and attract followers from other brands.