The Disruptive Transistor Radio
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The Disruptive Transistor Radio
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The Disruptive Transistor Radio
- 1. JEALOUS of her Transistor Radio
- 2. Christian Sandström holds a PhD from Chalmers University of Technology, Sweden. He writes and speaks about disruptive innovation and technological change.
- 3. Radios used to be FURNITURE
- 4. They were big and beautiful…
- 6. … And stood in the living room…
- 8. And the radios were sold in special stores…
- 9. In 1955, a company called Tokyo Tsushin Kogyo introduced a Transistor Radio
- 10. It was named SONY
- 11. The ’furniture radios’ used Vacuum tubes, and therefore they were big and demanded a lot of energy.
- 12. In order to sell transistor radios, Sony had to create a new channel. The Radio stores made money on repairing furniture radios and were therefore not interested in selling small, cheap transistor radios which did not generate service revenues.
- 13. Sony dealt with discount stores like Woolworth which did not have any service departments.
- 14. The Transistor Radios were smaller, cheaper and demanded less energy…
- 15. The ’SONY’ became a great success and therefore Tokyo Tsushin Kogyo changed its name to SONY
- 16. Initially Transistor Radios did not threat the big radios, simply because it prospered in a new market.
- 17. It was a New Market Disruptive Innovation, a product that would prosper in a new market and then later on invade the established market.
- 18. Let’s take a look at the marketing of transistor radios…
- 20. Home transistor An ideal, portable, ’second radio’ and for your summer house
- 22. A Beach Radio!
- 24. Look at the names! It’s a lifestyle product!
- 25. Auto Radio – it’s a new application!
- 27. None of them focus on Good Sound!
- 28. The reason is very simple…
- 29. Compared to the old, big radios, the sound wasn’t good.
- 30. But the sound was GOOD ENOUGH to enjoy.
- 31. Now let’s look at the marketing of big radios…
- 32. ’If You want good sound - Ask for Radiola’
- 36. So, the established Radio companies focused on sound, sound and sound…
- 37. … While transistor radios prospered in new markets.
- 38. … In 1957 they were small enough to fit into the pocket.
- 39. In the 50’s and 60’s the market for transistor radios exploded!
- 40. Virtually everyone had a transistor radio and it became a cult product.
- 41. The Beach Boys released a song called ’Magic Transistor Radio’.
- 42. Benny Hill, the famous English entertainer wrote a song called Transistor Radio in 1961 (Listen here):
- 43. “My baby’s got a transistor radio She takes it everywhere we go She takes it when we go out a-walking Even to a movie show”
- 44. “Well now just last night, in the pale moonlight I asked her for a kiss But instead of hearing her whisper sweet words of love All that I could hear was this…”
- 45. “I’d like to take her transistor radio And throw it in the deep blue sea I’m so jealous of her transistor radio Cause it takes her mind off me“
- 46. The Transistor Radios were so popular that by 1959 there were about 12 million in use…
- 47. Soon, there were more of them than there were households in the United States!
- 48. And well, as the sound quality improved gradually there was no reason any longer to buy a furniture radio…
- 50. … All of a sudden, it was impossible to sell big radios on sound, sound and sound…
- 51. Transistor Radios were now cheaper, portable, consumed less energy, and had a sound which was as good and soon even better!
- 52. The furniture radios now left the market rapidly and the disruption was accomplished…
- 53. And with these radios, many special Radio Stores also left the market, because there were no radios to repair…
- 54. Sony was initially not regarded as a threat, since they satisfied a market that had not existed previously.
- 55. Sony targeted Non-consumers and created a huge market!
- 56. And who would regard Non- consumers as a threat?
- 57. Some estimates suggest that there are 7 billion transistor radios in use today. What a huge New Market Disruptive Innovation!
- 58. So, this story tells us that: By targeting Non-consumers, huge markets can be created and disruptions may occur later on.
- 59. And it reminds us of the crucial question...
- 60. … What is GOOD ENOUGH?
- 62. Photos taken at: Radiomuseet i Jönköping: http://www.radiomuseet.com/ Thank You!