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Every era sees disruption from newer technologies that replace outmoded methods of delivery, service, production or communication. The introduction of the internet removed the need for the telex machine and soon replaced fax machines as methods of urgent and business communication.

Although the phrase ‘digital disruption’ probably came about following the creation of the law of disruption, named by journalist Larry Downes (Downes, 2009), we don't have an official definition, so we could describe digital disruption as ‘major marketplace changes or sector transformation, following the application of technology’.

Bain & Company, one of the world's leading management consultancy firms, has explored the application of digital disruption across industry sectors, as shown in Figure 1.2.

Digital disruption started with the introduction of the internet and initially we had ‘brochureware sites’ or what Fareena Sultan and Andrew Rohm described as ‘the communication of basic Web-site content’ (Sultan and Rohm, 2004, p. 8). We gradually moved into online shopping, and today Amazon has extended the disruptive shopping experience with the ultimate disrupter – the Amazon Dash Button, where shoppers simply press a button to re-order specific products (Amazon, 2017).

The internet has evolved from super-slow dial-up to super-fast with data being retained and easy to access. The internet has only disrupted our lives in the last few years, with the rollout of broadband at consumer rather than business level, which enabled faster and easier access for mass markets (see Discover More on the Past and Future History of the Internet).

Figure 1.2 Application of digital disruption across industry sectors

Source: Bain & Company, 2015. www.bain.com/bainweb/media/interactive/disruption