One simple idea can gut the revenue of an industry.
Example: Skype has a new offer that could suck hundreds of millions of dollars out of the international call business. They reroute international calls so they work just like local calls (and cost as little).
But the interesting part: There’s nothing new about that technology. It’s been around for years.
But Skype makes it easy, which will push it to the tipping point. Which is when the big change happens.
(Just like the iPod with digital music … which smashed the music industry’s revenue model.)
The Lesson (especially for you big corporate guys): Don’t you dare ignore the new threat as “some small niche techie thing.” You’re one usability improvement from it becoming “that thing everyone uses instead of us.”