simulation innovation i: technology disruption in the simulation industry roger smith sparta inc....
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Simulation Innovation I: Technology Disruption in the Simulation Industry
Roger SmithSPARTA Inc.
ConferenceOrlando, Florida June 20-21, 2005
http://www.halldale.com/
© Copyright 2005, Roger Smith
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Simulation Innovation
1947 1985 2005
Innovation & New Technology Displace Established Technology & Practitioners
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Time
Pro
du
ct P
erfo
rman
ce
Progre
ss due to
sustaining technologies
Performance demanded at the low end of the market
Performance demanded at the high end of the market
(Christensen, 1997)
Christensen’s Disruptive Innovation
Progre
ss due to
disruptiv
e technologies
Market disruption opportunity
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Squeezed OutNicheUpper Half
Share Low EndOwn the Market
Time
Pro
du
ct P
erfo
rman
ce
Progress = Waves of Disruption
High-end Customer Demand
Low-end Customer Demand
Defense S
imulatio
n
D 3 = W
eb Servi
ces
SIMNET
CCTT
OOSForterraAW-VTT
FSW
Closer Than You Think!
D 1 = P
C Games
D 2 = C
onsole G
ames
America’s Army
SpearheadMS Flight
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Disruptive Forces in Simulation
Customer Perspective Societal Immersion in Games Military Acceptance of Games
Computer Technology Graphics Cards Game Companies & Market
Physical Devices Theme Park Ride Technology Electric vs. Hydraulic Motion
Actuators
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Squeezed OutNicheUpper Half
Share Low EndOwn the Market
Simulation:Weather, Markets, Medical
Corporate Training, Education
Time
Growth StrategyP
rod
uct
Per
form
ance
Defense S
imulatio
n
D 1 = P
C Games
D 2 = C
onsole G
ames
D 3 = W
eb Servi
ces
Move Up: Change Customers
Move Vertical:
Change Technology
Move Down: Change Industries
Defense Training& Analysis
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Recommendations
Disruptive innovations move through markets
Move Vertical to new technologies Move Up to new customers Move Down to new industries
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References Utterback, J. (1996). Mastering the Dynamics
of Innovation. Harvard Business School Press. Christensen, C. (1997). The Innovator’s
Dilemma: When new technologies cause great firms to fail. Harvard Business School Press.
Christensen, C. & Raynor, M. (2003). The Innovator’s Solution: Creating and sustaining successful growth. Harvard Business School Press.