Dual-SIM Phones: A Disruptive Technology?

1.0 Introduction

Christensen (1997) used the term “disruptive technology” in his book The Innovator’s Dilemma. Such technologies surprise the market by generating a considerable improvement over existing technology, and this can be attained in a number of ways. This technology may not be as expensive as an existing technology or more complicated in nature but does attract more potential users (www.wisegeek.com). At times it may be expensive and complicated, requiring highly skilled personnel and infrastructure to implement. Two types of technology change have shown different effects on the industry leaders. Sustained technology sustains the rate of improvement in a product’s performance in the industry. Dominant industry firms are always at the fore developing and adopting such technologies. Disruptive technology changes or disrupts the performance path and continually results in the failure of the industry leading firms. Few technologies are basically or essentially disruptive or sustaining in nature. It’s the impact created by the strategy or business model that the technology enables that is disruptive (Christensen & Raynor 2003). The advent of Global System for Mobile communication (GSM) resulted in a major communication leap worldwide. Mobile phones actually became an indispensible electronic gadget defining the modern world (Sally, Sebire, Riddington, 2010). Mobile phone manufacturers continue to include different features on their mobile phone products in addition to basic functions of communication. This is with a purpose of sustaining the market for the products. The mobile phone has become a gadget with full range of services. Ranging from basic telephony to business and leisure or entertainment features. However, performance issues with mobile network services furnished further basis for multiple SIM (Subscriber Identity Module) acquisition by users, for improved access. The problems that led to this were initially poor network coverage and poor performance problems of mobile network service providers in the country and later lower call tariff. Mobile phone users acquired phones depending on the number of networks to which they were subscribed and the trend still exists today. An opportunity was created for a product that would satisfy user needs with regard to multiple SIM capabilities.