Disrupting the norm for organisations of the connected era

Felix Erken

But is disruptive technology just another fad? Some marketing buzzword to separate the mavericks from the conformists?

The ever-changing technology landscape, not only globally, but locally, is putting pressure on organisations that want to remain relevant to consumers, to innovate and, yes, disrupt the status quo. More specifically, they need to be innovating on the consumers' platform of choice, which is increasingly mobile - either through a mobile phone, or a tablet.

These digital platforms are enabling innovation that provides customers with a better experience, and, for the most part, at a lower price.

According to the Deloitte 2014 Tech Trends report, disruption is a given in technology today. But there is a delicate balancing act between nimble, responsive delivery and making solutions built to run, without neglecting architectural integrity.

In its May 2013 study on disruptive technologies (Disruptive Technologies: Advances that will transform life, business and the global economy), the McKinsey Global Institute identified mobile internet as one of the 12 key technologies that could have the most significant economic impact - alongside the automation of knowledge, the internet of things and cloud technology.

The study outlined primary outcomes of the effect that mobile internet would have on individuals/ society, established businesses and other organisations, economies and governments.

The creation of opportunities for entrepreneurs

These included the creation of opportunities for entrepreneurs; changes in patterns of information consumption in consumers; the creation of new products and services from established organisations and, importantly, as a driver of economic growth and productivity.

The opportunity for mobile innovation in South Africa continues to grow. With more than 40 million unique subscribers, of which 16 million use smartphones, of which an estimated 85% are accessing the internet and social networks primarily through their handsets, the South African opportunity is significant - for marketers, entrepreneurs, product and service providers, job seekers and employers.

In her article entitled The Disruption Machine, published in The New Yorker, Jill Lepore noted that the "things you own or use that are now considered to be the product of disruptive innovation include your smartphone and many of its apps, which have disrupted businesses from travel agencies and record stores, to mapmaking and taxi dispatch".

In South Africa we have applied that disruption to the world of online classifieds too.

It has been achieved by harnessing the potential of mobile internet as a critical key differentiator, driven by strategic partnerships and product development and enhancements.

Strategic partnerships like with one between Junk Mail Classifieds and MXit, which is already putting the power of the online classifieds into the hands of consumers. Quite literally.

Since the launch of this partnership in 2011, more than 460, 000 advertisers have taken up the opportunity not only to post a free advertisement in Junk Mail Classifieds, but to replicate this on MXit, exposing the advertisement to the more than 6.5 million active users on the platform. Disruptive? You bet.

For Junk Mail, the disruption is set to continue with advances aimed at bringing buyers and sellers closer together.

We are hedging our bets that through disruptive technologies, early adoption and deployment, that the future of online classifieds will never look the same again.