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Assignment 1 for The Media Landscape
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Course Name: The Media LandscapeTutorial Group Number: 4
Assignment 1
Date : 16/02/2020
Word count : 770
Since the 19th century, new technologies have been developed at an increasingly
faster rate, from the telegraph until virtual reality. With such novelty being
constantly developed, scholars have developed four types of technological
innovation relating to their technical value and their impact on the market. The
first type is routine innovation, which are small innovation a company does to
their existing products in order to improve them (Pisano, 2015). Their industry is
already in equilibrium and only slight changes are made. Another type of
innovation is radical innovation, which occurs when transformational technology
is introduced that could affect the company’s business model, but not the
market. Yet it still threatens incumbents as it has the potential to make their
technologies obsolete. The third type of technological innovation is disruptive
technology, which involves fairly simple new technologies that have a huge
impact on the market structure and business model, threatening incumbents on
the long term. These technological changes don’t necessarily happen at once,
but rather may be a long process until it finally forces incumbents to shift their
business strategies. (Christensen, 1997) The last type of technological innovation
is architectural, which introduces a major change to both business models and
technology. These changes are often unpredictable and incumbents tend to
underestimate their effectiveness, as they are difficult to accomplish.
One example of a market-based disruptive technology are audiobooks.
Audiobooks are not a recent technological innovation, dating back to 1932
(Thoet, 2017). Back then, they were created by the American Foundation for the
Blind, recorded on vinyl records and soon they were commissioned by the
American government. Throughout the 20th century, audiobooks became
increasingly popular and available in public spaces, especially with new
technologies such as the cassette and the compact disk. However, it still hadn’t
threatened the incumbent industry that were book publishers, which began to
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