Module 5 Blog Post on Red
Queens and Increasing Returns
In knowledge-based companies, opposing companies
compete in winner-takes-all markets. Arthur (1996) states that active managers
that want Increasing Returns watch for the next wave of technology that is coming.
They work towards figuring out what shape it will take, and the position their company
will take to gain an advantage. As related technologies emerge, competition may
occur between two new emerging technologies. Thornburg (Laureate Education,
2014e) points out that with Increasing Returns, by chance – one technology gets
locked in and drives the other technology into extinction. An example of
Increasing Returns is the battle between Panasonic VHS video tapes and Sony
Betamax video tapes. Betamax video tapes give a higher quality picture in comparison
to VHS video tapes. However, Panasonic at the time was able to provide available
software and pre-recorded videos that were more cost effective at the time. As
a result, the Panasonic VHS video format obsoletes the Sony Betamax video format.
Thornburg (Laureate Education, 2014e) states that the concept of “Increasing
Returns” comes from a branch of mathematics known as Chaos and Complexity
Theory. Theorists can apply mathematical equations to help explain the emergence
of new technologies. Emerging technologies do not follow a linear process. The process
is always nonlinear.
The Red Queen is a result of the two
technologies competing against each other. Thornburg (2013d) says that with the
Red Queen, the two competitive technologies compete at such a rapid pace. Both
technologies start running as fast as they can, yet, no matter how fast they
run; they seem to be staying in the same place. The concept of the Red Queen
reigns from Lewis Carroll’s (1946) novel Through
the Looking Glass.
In Module 4, the
assignment was to obtain a science fiction movie – identify, and characterize
the different technologies. Fortunately, I was able to find my DVD copy of the
movie Star Trek into Darkness (2013).
There is a current competition in the video industry between DVDs and
video-on-demand. The two competitors are an example of a Red Queen rivalry.
Thornburg
(2013e) examines Marshall McLuhan’s Laws of Media, which impact the nature of
new and emerging technologies. There are many consumers that wish to own and
buy DVDs. DVDs enhance the ability for
consumers to watch videos through both DVD players and computers. DVDs obsolete
the use of video cassette players. DVDs also rekindle the experience of
families selecting a program to watch together. DVD sales can also reverse to
video-on-demand.
Video-on-demand
enhances a consumer’s video rental experience. Consumers can use their TV and
cable remotes to rent or buy a video they wish to see. Video-on-demand also
obsoletes video outlet stores such as Blockbuster. Now, consumers do rent
movies through Red Box at their local retail stores. Video-on-demand can one
day obsolete the purchase of DVDs. Video-on-demand rekindles the experience of
families selecting a program to watch together. Video-on-demand can one day
reverse to a device such as Google Glass.
References
Arthur, W. B. (1996).
Increasing returns and the new world of business. Harvard Business
Review, 74(4), 100−109.Retrieved from the Walden
Library databases.
Laureate Education
(Producer). (2014e). David Thornburg: Increasing returns [Video file].
Baltimore,
MD: Author.
Laureate Education
(Producer). (2014g). David Thornburg: Red queens [Video file]. Baltimore,
MD:
Author.
Thornburg, D. (2013c). Emerging technologies and McLuhan's laws of media.
Lake Barrington,
IL: Thornburg Center for Space
Exploration.
Thornburg, D. (2008). Emerging Technologies and McLuhan's Laws of Media. Used with permission of David Thornburg.
Thornburg, D. (2008). Emerging Technologies and McLuhan's Laws of Media. Used with permission of David Thornburg.
Thornburg, D. (2013d).
Red queens, butterflies, and strange attractors: Imperfect
lenses into emergent technologies. Lake Barrington, IL:
Thornburg Center for Space Exploration.
Thornburg, D. (2014). Red Queens, Butterflies, and Strange Attractors: Imperfect Lenses into Emergent Technologies. Licensed via Creative Commons Attribution-No Derivs 3.0 United States License. http://creativecommons.org/licenses/by-nd/3.0/us/ Third-party images removed.
Thornburg, D. (2014). Red Queens, Butterflies, and Strange Attractors: Imperfect Lenses into Emergent Technologies. Licensed via Creative Commons Attribution-No Derivs 3.0 United States License. http://creativecommons.org/licenses/by-nd/3.0/us/ Third-party images removed.
Photo Credits
Images of Beta
& VHS Tapes:
Image of
DVDs:
Image of The
Red Queen:
Image of Video
on Demand:
http://www.bing.com/images/search?q=video+on+demand+pictures&qpvt=video+on+demand+pictures&FORM=IGRE
Hello Vaughn,
ReplyDeleteThere was a point where I used to subscribe to Netflix 3 DVD per month package and tried to keep up on what I thought I wanted to watch, pre-populating the Queue and find the time to watch the movie and then return them for the next could be release. At some point, I just started to return the DVDs without watching them, as I just could not keep up. I was hoping there would be an online way to watch these movies, and not have to worry about the issues of returning, keeping track of what I had, the need to return to get then next DVD, and the issues of dealing with what may have gotten lost in the mail or damage. When their steaming option was available, I quickly switched and never looked back since. In fact, I cannot tell when was the last time I looked on a DVD in terms of watching a movie. At this point, if movies and USB was on option I would have gone that route oppose to DVDs. It is just more convenient and practical. Great Post.
Hi Serbert -
ReplyDeleteThanks for your comments. I certainly agree with you. Simpler options are better. I can never find time to watch movies. I order through Netflix as well. I receive DVDs that I order via my Queue. However, the movies sit on my dining room table and collect dust. The streaming option is awesome!
Thanks,
Vaughn