ERA disruptive innovation: a challenge for communicators

Companies whose operations are based on technological developments are transforming the mode of functioning of its products, creating new, even a superior user experience, usually easier, more comfortable, faster, cheaper and / or better quality. In short, nothing is the same.
The concept is not so in November We have already surrounded by those who are in a short time, his big ideas and technology change our lives.

The world's largest taxi service is only six years old and does not own a vehicle. Similarly, the largest catering company does not own the property. Hotels, taxi services and transporters, the sectors of banking, real estate, betting, media ... like so many others, we are actually faced with fundamental changes that are the result of disruptive innovation. The term denotes products and services in a revolutionary way change the entire industry, affecting significant changes in consumer behavior. The essential change mechanisms, communication, consumption of goods and services, as well as just the user experience. These innovations are so significant impact on serious changes in legal regulations and the complete perception of the industry. It changes the entire market.

Old and new players

According to a survey on the subject of crises, conducted by one of the leading PR networks, Burson-Marsteller, as much as 73 percent of respondents claim that their future success is compromised by the new players on the market, or innovative business models.

New players, disruptive innovators, they have a new approach, feature smart technology, and the exponential growth in customer support. On the other hand we have the industry's "old players" - products or services with clear market share and position, experience and well-established way of working within the legal system.
Disruptive company entries waves in a relatively peaceful industry more often ( "threatening" to) change forever. The waves of innovation are the communication and the question of business models.

From the perspective of a communicator, a great challenge to be on any of the two parties in the context of an industry that is changing.
Old toy is threatened, a new one that threatens. With old we have a very well-established, tried and tested plans, procedures, messages ... With the new build everything from scratch, nothing for granted and is often the most challenging to understand them and their non-standard perception of the company and the brand.

New players often belong to Generation Y which, like the Z generation, technology is not only a possibility but an absolute right and permanent, integral part of their being, private and business.

I recently had a very dynamic project with such a group of young people. While talking to you while working on the device 2-3, multitaskuju almost robotiski way. Can cause a range of emotions, from incomprehension, admiration. They are characterized by commercial ambition, entrepreneurial spirit, the highest level of convenience, and dare I say - the courage to change themselves and others from the root. Yes, without hesitation, will try to conquer and change the world ... and that will succeed.

The tsunami of change

Nearly ¾ of companies in the survey stated that in the next 12 months are expected crisis caused by disruptive innovators. It is also the second most common reason for the crisis in the previous period.
From experience we know that the moment when the company faced with such a threat, they will do everything in their power to defend its market position. But then, under pressure, and without a clear plan, the effect is uncertain. So it is with any crisis, regardless of the origin of the sample.

Therefore, it is quite clear that communicators play an important role: from tracking consumers online and offline, through research and development of key messages that convey the purpose of the company and its identity, to create a dialogue with the target and interest groups and the creation of partnerships and support.

What is certain is that we will see an increase in the coming years innovators and disruptive business models. As communicators, we will be important partners in improving corporate resilience in disruptivnoj era, or on the side of innovation that fits your way in the jungle of competition, changing it at the same time. Every step of their progress komuniakcijske bear its own challenges - from entering the market, through public criticism and legal issues.

Risks and crisis management

2015 EMEA Crisis Survey reveals changing nature of crises faced by the company.

As I mentioned, "a controversial development" with the entry of new, innovative business model is actually the most common form of crisis that companies face today. According to respondents across Europe, I often reasons are logistical problems, problems online and regulation.

The results clearly show us that the arrival of disruptive innovators in the industry today is considered the biggest business risk. Over 20 percent of respondents had already met with such induced crisis.

The danger of the crisis has not been higher in the past 7 years, and almost 50% of surveyed business managers already had experience with the management of crisis situations. In one-quarter of respondents, political risk continues to be one of the great themes as a potential source or additional booster crisis with which she met one-quarter of respondents. And when you find yourself in a crisis situation, political criticism and representatives of the regulator are those who are most averse.

Digital challenges are increasing and represent different forms of media campaigns and data security. Already 49 percent of the company has a plan for crisis situations online, which is more by 10% compared to the year 2013.

The research results underline the fact that we live in an era of disruptive innovation in which communicators storm affected the right of changes and challenges. The rise of new brands in the global economy and small innovators grow rapidly, causing traditional brands and industry. Online Revolution lasted, adding risks in terms of security, transparency and speed, which is especially important because of the impact on confidence.

As communicators, we need to maintain a balance of traditional and modern, and not to leave out no goals for the purpose of which is business driven, not monitoring, research and prediction, with the pre-crisis planning, because we know that the crisis management starts long before the storm; at the same time, it is important to follow the accent should be put innovation and that often enough and make yourself brave, pioneering steps.

What are yours?