10 Rules for Digital Disruptors - Ravi Reddy, CEO, SuneraTech

Copyright © 2019 Sunera Technologies Inc. All rights reserved.
Disrupt or Get Disrupted
Rules for Digital Disruptors

Copyright © 2019 Sunera Technologies Inc. All rights reserved. 2
Why is this topic relevant today?
So, we don’t know where the new players are coming from and
we don’t know how quickly they will change the game
It took 70 yrs for Motorola to Disappear, and 30 years for Nokia
and Blackberry to Disappear
We are already seeing Oyo and AirBnB Displacing Hospitality
We are seeing Netflex displacing CABLE industry

3 Key Drivers behind Rapid Disruption
Rapid reduction
in Hardware and
Software Cost for
Innovation

3 Key Drivers, Democratized Innovation
Shift of Innovation from Producers to Users

3 Key Drivers, Democratized Innovation
New Channels and Methods to reach customers, Faster!
Marketplaces1
2
3
Digital Channels
Freemium

“Are you in a Square Peg Business”.
Most people are, because that’s
how you make money, more
pegs more hose, better, faster,
cheaper  that’s how you beat
the competition and win in the
Marketplace

Square Peg
Business
1 Strategic DNA
2 Core Competencies
3 Process Optimization
4 Continuous Improvements
Defined by Fancy terms

Based on our experiences
 With over 200 enterprises globally across continents
 Working with Small and Large enterprises
 Across various industries including Manufacturing, CPG,
Education, Retail, Telecom
 All trying to do varied level of Digital Initiatives
Let me give 10 Rules for Digital Disruptors
Applicable for both {Businesses and Individuals}

10 Rules for
DIGITAL
DISRUPTORS

#1 Adapting to
changing world
 It's about being able to adapt quickly to whatever the
uncertain future may bring big businesses
 Large businesses can easily end up so stuck in their ways
 They find it difficult to make the necessary
Example slide next

Anti-Example : Sony
 Sony invested greatly in making devices such as the Walkman and
discman to play music on cassettes or CD’s
 This helped them become the market leaders
 Sony could have moved into this new and potentially very lucrative market
 But if this digital music really took off what would happen to all the Walkman’s and
discman's they'd be outdated they wouldn't sell
 So Sony saw the move to digital as a very risky act of self disruption
 As a result the company was hesitant to move into the new market and it lost its leading
position to more disruptive rivals
And then MP3 and digital music happened

#2 Be Bold v/s being Bolt-on
Too many businesses are
only willing to make
small gestures toward
embracing new
technologies which is
called “Bolted-on
approach”

#3 Embrace Uncertainty
 If there's one thing for certain it's that the future is
uncertain
 No one can truly be certain of what lies ahead
 We can look to the past and learn a lot about what to
expect in the years ahead
 Electricity was invented in 1830’s but it took 100 years to
realize its full potential for businesses and homes

#4 See beyond outer layers
 To start your own disruption you must look beyond the
outer layers of your business
 You have to do more than Bolt-on of some new technology
and offer a cheaper price

#5 Don’t get boxed in
 Don’t get boxed in by Assumed Parameters
 Uber and air B&B removed the assumed parameter
 Earlier companies had to own physical assets like cars and
rooms
 When your idea finds a solution that changes those parameters
you may be on your way to shifting the paradigm and causing
real disruption

#6 Disrupt yourself
Self disruption : means investing in a technology or way of doing
things, that would if successful make your current process obsolete
this is also referred to as cannibalism
Example: Netflix pulled off a remarkable act of self-disruption
when it shifted its focus from DVD rentals to Streaming in 2007.
Market immediately tanked the Stock from $40 to $10 … today
stock @ $340.
And busy disrupting Production and Cable industry

#7 Continuous Improvements
Continuous Improvements is what made
Facebook, which was meant to reconnect
with an old friend to being the most
powerful media company in the world

#8 Making
measured &
Hedged Bets
Measured bets : BMW making a relatively small number of
electric vehicles in their BMW I series. Not main source of
profit. But develops new technology
Hedging is what companies like Google Dell Cisco and
Intel do when they invest in other businesses that may
develop cutting-edge ideas that could be beneficial for
them

#9 See 2 steps down
When smartphones emerged the real innovative minds
looked to the further implications of this technology like
the apps and emojis
And all the different secondary business opportunities that
the smartphone would unleash

#10 Empathy and
design thinking
Knowing what people
want and how to
make it simpler
Overcome digital
disappointments by
knowing the difference
between buying and
shopping, focusing on
people not technology

10 Rules for Digital Disruptors
1 Adapting to the changing world
2 Be Bold v/s Bolt-on
3 Embrace Uncertainty
4 See beyond Outer Layers
5 Don’t Get Boxed-in
1
2
3
4
5
Disrupt Yourself
Continuous Improvement
Making Measured Bet’s and Hedged
Bet’s
See 2 Steps Down
Empathy & Design Thinking

Go there,
be that DISRUPTOR

10 Rules for Digital Disruptors - Ravi Reddy, CEO, SuneraTech

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10 Rules for Digital Disruptors - Ravi Reddy, CEO, SuneraTech