What is disruptive innovation?

According to the remarks of some economists, it can basically be summarized into several aspects.

The first is non-competitiveness, that is, it does not compete with the current mainstream market. The famous Harvard Business School professor and the creator of disruptive innovation theory Clayton Christensen once said that a very important feature of disruptive innovation is to lock in the customer group that existing products have not served, thereby creating a new market.

This is what Ye Qiu once mentioned, starting from the marginal market.

This is the second aspect, low-end nature, from the underlying market that is ignored by the mainstream market, and then through penetration from bottom to top, it will eventually replace the existing mainstream market.

Another point, and the most important point, is simplicity. Through simplicity, the product price is lower and more people can afford it, and at the same time, the market for their potential customers becomes wider. This is also the most important aspect of disruptive innovation and an aspect that many innovators ignore.

Now almost all enterprises, regardless of size, pay attention to innovation. Christensen believes that corporate innovation is generally divided into two aspects. One is disruptive innovation, which can increase employment and is the positive energy of society, and the other is efficiency innovation. Its appearance will reduce corporate pressure, but it also reduces employment and is the negative energy of society.

Christensen also believes that although many companies are shouting the slogan of destruction without innovation, and are shouting for innovation and revolution, on the other hand, they realize that innovation is very risky, and it is also very difficult, and it is a huge destruction to the existing enterprise system. Therefore, while they shout innovation, they are also trying their best to avoid the threats to the stability of the enterprise.

From this theory, companies with the best management are often those that lack innovation the most. Even if they seem to have a reasonable and full of efficiency, they lose the source of innovation.

The most famous thing about Clayton Christensen is not that he let go after he put forward a slogan. That is the way the bricksmen do. He not only put forward slogans and proposed theories of subversive innovation, but also proposed a new corporate management thinking. He believes that good corporate managers should do two things at the same time.

That is to ensure the healthy operation of the company, and mobilize more resources to pay attention to breakthrough technologies that may eventually lead to the decline of the company, but the latter should be to create a new independent organization around destructive technologies.

Ye Qiu reads a lot of books, including coaching training systems, paper books in reality, and even e-books on the Internet. He has read a lot of them, but basically he never blindly believes what these books say. He can read them, but at the same time he will also think about whether this is the case?

He highly praised Christensen's remarks, so he firmly carried out major reforms to Yezi Technology and Tottenham Hotspur, especially Yezi Technology. The courage required to reform Yezi Technology is really not an ordinary one. If you are not careful, it may even lead to the complete collapse of the company.

The same is true for Tottenham Hotspur. Ye Qiu plans to reorganize the entire midfield of the team. It should be noted that in the past few seasons, Ye Qiu sold the most in front-court attackers or back-court defenders, and the midfield has always remained in a relatively stable framework.

But this time, he not only made up his mind to move, but also made a big move and made a direct reform.

According to some of his own ideas that Ye Qiu got from reading books, the so-called disruptive innovation is that you have to try things that make you feel uncomfortable, especially those that make you want to go crazy.

Putting aside Tottenham Hotspur, Yezi Technology is basically in two steps now. One is to maintain the existing business structure, that is, to continue the concept of the intelligent ecosystem formulated by Yezi Technology from the beginning, continue to move forward, and further improve its product chain through various continuous innovations.

For example, the next generation of Zeus mobile phones will add fingerprint readers, but this is just a slight innovation. The real big innovation is that it is still being studied internally, and the transcendent technology of 30 sensing is applied to the mobile phone, so that the mobile phone can intelligently sense the surrounding three-dimensional environment.

There is no doubt that if successful, this will undoubtedly push the intelligence of mobile phones further forward.

In addition to mobile phones, Yezi Technology's intelligent ecosystem layout is also moving forward steadily, which has also made Yezi Technology's research projects and R&D personnel more and more. For example, not long ago, it sponsored a robot challenge for the US Department of Defense, and after the game, it poached a large number of engineers from various participating teams.

Not only that, Yezi Technology also put her poaching hand into the US Department of Defense, and directly dug up Yezi Technology, the head of the important research organization of the US Department of Defense who is responsible for this robot challenge, and asked her to be fully responsible for Yezi Technology's disruptive innovation department, X

Regina or Dugan also reciprocates. Through her own relationship, she has attracted a group of high-level professional talents and acquisitions for Yezi Technology. One of the acquisitions has played a key role in the future development of Yezi Technology, that is the Disney Research Laboratory in Pittsburgh.

Don't get me wrong, this is not Disney's industry. It is a startup called Disney Research. Based on blind reading devices, they have developed a touch technology that can be used to turn any object into a touch screen, which can recognize finger touches and react similar to a mobile phone touch screen.

This technology has just begun from the perspective of research and development, but its future development potential is very great, especially for Yezi Technology's concept of intelligent ecosystem, it can almost be said to be a huge promotion. More importantly, this laboratory also has another patented technology, which is that they can provide touch screens with a touch similar to physical buttons.

Both technologies are based on blind equipment, but if they are only used for blind equipment, it is undoubtedly a waste of money. So Yezi Technology directly packaged the Disney research laboratory and recruited three researchers into Yezi Technology to allow them to continue researching this project.

Regina or Dugan has undoubtedly excellent vision. This middle-aged woman, who is 48 years old, is a typical technical pioneer and a very important technical talent of the US Department of Defense. After joining Yezi Technology, it has brought great changes to Yezi Technology.

For example, Ye Qiu once heard the report of Eliza Moon. Regina Dugan came to Department X in an independent office building located in a headquarters in Ye Zi Technology. The first thing she did was to ask Ye Zi Technology to provide a list of the largest and most difficult projects, and then select a project from it as her first step after entering Ye Zi Technology.

At the same time, she also adjusted her team and changed the company's management model, which almost completely broke down the original framework structure, leaving almost no management in the entire department.

But she was very clear that it was difficult to be efficient without management, so she created a sense of tension and motivated her employees through various means and methods, such as asking them to find out the projects that made Yezi Technology feel very uncomfortable from Yezi Technology's project list, and then study them on these aspects.

The day after Regina Dugan came to Yezi Technology, the woman from Italy filed a purchase case against Eliza, which purchased the mobile phone manufacturer DHR's mobile phone patent from Israel for four million euros. The patented technology of this mobile phone manufacturer is modular.

As we all know, Zeus mobile phones are known for their rigor and high efficiency. They have a rigorous mobile phone system, an integrated body, a battery that cannot be detached, and the storage capacity cannot be expanded. Even mobile phone accessories are specially customized, which can be said to be extremely authoritarian.

After acquiring DHR's mobile phone patent, Regina Dugan proposed her own idea at an internal high-level meeting. She wanted to completely overturn the existing model of the mobile phone and make the mobile phone alike DIY. She could change her mobile phone parts and configurations at will according to the user's own choices.

This was immediately criticized by most of Yezi Technology's management at that time, believing that this would be a major blow to Yezi Technology, because once the phone can be modularized and can be allowed to DIYR, Zeus' phones will lose a large part of the users.

Of course, many people think that Regina or Dugan’s research is a dream, because with the increasing integration of mobile phone products, if you want to be modular, you almost want to rebuild your mobile phone into a brick, similar to the big brother.

But this Italian woman is also very strong. When faced with all the doubts at the meeting, she just smiled with satisfaction and said, "Very good. The more nervous and angry you are, the more it proves that my choice is right."

The next day, Eliza's desk had a lot of anger and accusations from various departments, but there were also some insightful department managers who remained silent and cooperated with Department X. The department quickly completed a acquisition, which acquired an NK Laboratory from Massachusetts, and was also constantly recruiting and poaching.

"When we encounter difficult technical problems, you can help me find the best people in the world to solve this problem."

This is the request that Regina Dugan puts for Eliza, and the latter also helped her very readily. In the past six months, Yezi Technology has attracted more than 100 professionals in various fields, from thirty different companies, six universities and five countries, and it is a wild and unstoppable one.

But just half a year later, they not only had a detailed plan for the entire project, but also had a standard specification for the modular mobile phone, which was formulated according to three standards: small size, medium size and large size, and the size was determined by the aluminum frame.

At present, the entire project team is investing vigorously in related research, and will create a set of prototypes in the shortest time and further improve this set of standards. At the same time, they have also applied for corresponding patented technologies.

Ye Qiu came to the Yezi Technology headquarters in Silicon Valley. In addition to patrolling and visiting various departments, he also focused on Department X. It not only subverts Yezi Technology in hardware, but also plans to attack software. However, after all, it has just been half a year and there is no effect yet.

However, from a general perspective, Yezi Technology is indeed mysterious, but it is directly respected and feared by the departments under Ye Qiu, Eliza Moon and Shirley Sandberg. At the same time, there are many unfavorable voices, such as thinking that their modular phones are impossible, and at least no manufacturer is willing to provide such standardized hardware.

Ye Qiu could only smile at such remarks, after all, their situation was too small.

As Ye Qiu, Eliza Moon, and Regina Dugan said during the conversation, if a modular mobile phone is really launched, it will not only revolutionize Ye Zi Technology, but also a complete reshuffle and reorganization for the entire mobile phone industry chain, from the highest end to the lowest end, and even the retail terminal.

After the restructuring, the standards for the entire industry will be formulated by Yezi Technology

Of course, the future model may be the same as the current pC computers, including brands such as Lenovo, HP, Dell, and DIY manufacturers. The competition between the two coexists, and consumers will choose their own needs and make their own choices.

But the standards are unified

As Yezi Technology becomes larger and larger, especially with more and more best-selling products, Ye Qiu, the nominal boss, is less in charge, and not even just him, including Eliza Moon, is very relaxed. She will run back to London to rest for a day or two almost every week, and then run back.

After all, from their height, they are more focused on the strategic level, and there are people responsible for specific matters.

After inspecting various departments, Ye Qiu, Eliza Moon, Shirley Sandberg, and a group of senior executives of the company held a meeting in the conference room. One of the key points of this meeting was Ye Zi Technology's acquisition of Nokia

"Nokia has basically agreed to the price we offer and they have basically agreed to it. According to our acquisition plan, including Nokia's headquarters park, mobile phone and equipment business, map business, patent and advanced technology research and development departments, we will form a professional team to go to Finland to conduct investigations and negotiations, and then sign the final contract after it is negotiated one by one."

You should know that this is an acquisition that will shock the whole world and is also the largest acquisition since the establishment of Yezi Technology. Once negotiated, according to the financial department's estimates, the entire acquisition price is expected to exceed 15 billion US dollars.

Moreover, throughout the acquisition, it covers agreements in patents, trademarks, mobile phone business, map business, etc. For example, Nokia requires that it continue to use Nokia trademarks and brands in its own network communications companies, and they also have part of the patent use rights, etc., which require repeated negotiations.

"Can you agree to the agreement before September?" Ye Qiu certainly knew that this could not be completed in a short period of time.

June is about to enter, and there are still three months left to September, so it is very fast to be able to complete it.

"It should be no problem." Sandberg was very confident about this.

But everyone knows that after the acquisition is completed and the two parties sign it, this is just the beginning, because the next step is to face antitrust investigations from the EU, the United States and even around the world. Although Yezi Technology has made sufficient preparations in this regard, adopted a lot of lobbying and public relations, and spent a lot of money, it is always a hidden danger.

Next, there is more important thing, that is business integration.

The map business is not bad, but the patent problem is not big, but the integration of the mobile phone business is more troublesome, which requires the joint cooperation of various departments. Moreover, this is also a time-consuming project. Even in the next year, whether you can fully understand Nokia is still a question.

"We all feel that we should continue to maintain mobile phone brands such as Nokia and Lumna, and then reorganize our business. In the future, Nokia will take the low-end and mid-range routes, while our Zeus mobile phones will fully focus on the high-end. As for other Android system partners, we will promise to treat them equally, which is what we have always done in the past."

Ye Qiu doesn’t have much say in the company’s entire product line and brand strategy. After all, Ye Zi Technology has professionals in this field, and they are basically top figures in this field. Therefore, Ye Qiu doesn’t need to participate too much in how they handle the Nokia business after the acquisition.

But anyone can clearly realize that once Yezi Technology completes its acquisition of Nokia, the company will completely become the patent leader in the high-tech field, and even surpass RI in the patent field related to mobile devices, because the latter's patents in the mobile device field are similar to Nokia, much higher than those of Motorola, Microsoft, and Qualcomm.

This has to be mentioned that Ye Qiu acquired the patent of Nortel Networks for US$800 million. Now looking back, he will find that this is a very cheap transaction, because according to the five dollars of patent licensing fees of Ye Zi Technology to HT Samsung and other companies, he has obtained a huge profit every year.

Even Intel, which provides chips for Yezi Technology's ultrabook, needs to use Yezi Technology's patents in key technologies for many mobile devices, and Qualcomm also needs to pay part of the patent fees from Nortel Networks. Therefore, Yezi Technology is no longer just a mobile phone manufacturer and manufacturer, but a truly leading mobile device company. If it were not listed, it would probably not know how high the market value would be.

However, as the saying goes, a big tree attracts wind, Yezi Technology has become larger in scale, so there are more attacks on Yezi Technology.

For example, many newspapers and media have disclosed that Yezi Technology looks more like a Chinese company because it uses American talents, equipment, innovation capabilities to make money from Americans and the world, but is helping China develop high-end industries, such as semiconductors.

With the independent research and development and manufacturing of chips and many sensors for Zeus mobile phones, tablets and other products, Yezi Technology has become a well-known semiconductor company in the world. It has established the largest semiconductor factory and R&D center in China, directly helping China's semiconductor technology to rapidly advance and improve.

However, Yezi Technology has always denied all kinds of accusations from the outside world, saying that everything is out of profit considerations, and many accusations are consciously guided, making people think that it is because Ye Qiu is a Chinese person that he has such prejudice, which is obviously different from the usual style of the United States.

Yezi Technology is also spending a lot of money to hire lobby companies at the foot of Capitol Hill, conducting various government public relations and lobbying. At least it must ensure that neither Obama's Democratic Party nor Republican Party will target Yezi Technology.

In fact, there is one sentence that is correct.

The troubles that money can solve will never be troubles
Chapter completed!