HEVC, AV1 and the innovator’s dilemma
Experts suggest that disruptive technologies are different from sustaining technologies because they alter the value proposition in a market. Are video firms seeing the bigger picture in disruption asks Mark Donnigan, VP, marketing, Beamr
As we contemplate the news of Apple joining the Alliance for Open Media and what this means for HEVC and AV1, we can learn from The Innovator’s Dilemma by Clayton Christensen. For those who have read the book, you likely see the link and know where I am going. But, if not, allow me to explain the parallel between the selection of an advanced video codec and the innovator’s dilemma.
Professor Christensen makes the case that disruptive technologies are different from sustaining technologies because they alter the value proposition in a market. The trouble with disruptive solutions is that initially, they are not as economically attractive as the incumbent, leading some to believe that they should wait before adopting. However, as Christensen details, this is precisely the behaviour that causes industry icons to die as upstart technologies find the right application use case and market.