Analytical disruptive innovation in the field of gene sequencing
In the era of "mass entrepreneurship, innovation", "subversive innovation" is a frequently heard word, and has become the goal of many entrepreneurs and investors. The concept of "Disruptive Innovation" was proposed by Harvard's Clayton Christensen in 1997. Roughly speaking, there are new technologies or models that create a brand new market, or a replacement for existing products. Through small markets, low prices, low performance, new features, low profits, etc., gradually realize the traditional market leaders. Subversion, such as personal desktop computers, has brought subversion to the computer industry. Traditional market leaders can fight disruptive innovation by focusing on high-end profitable customers and developing better products for continuous innovation.
Gene sequencing is a hot field in the past two years, mainly caused by the cost reduction caused by high-throughput sequencing (NGS – Next Generation Sequencing). And people often define it as a subversive innovation. So, what kind of innovation is genetic sequencing?
1. NGS technology is essentially continuous innovation
Gene sequencing is not a new technology. Traditional gene sequencing is Sanger sequencing. Currently, gene sequencing is widely discussed, basically high-throughput sequencing (NGS). From the definition of subversive innovation, NGS does not conform to this concept. It is essentially an improvement of traditional gene sequencing (the traditional Sanger method was “generated†and gradually replaced), and the customers at the beginning were not traditional. Low-end customers in the field of gene sequencing.
If you can create a brand new market, it is a subversive innovation. As another example, the just-presented gene editing represented by CRISPR technology is likely to be a disruptive innovation. Although the technology itself is not perfect, it has opened up a new market for gene therapy and species transformation of potential genetic diseases, and made it possible to master genetic technology. At present, high-throughput sequencing is only possible with the Hiseq X10, because its low cost accelerates the production of a large amount of data and may create new markets.
After NGS technology brings down the cost of sequencing, how to obtain more reliable data faster and easier becomes a stable demand in the market. Due to the lack of bioinformatics talents, companies that specialize in the interpretation of bioinformatics data have emerged. In the long run, the combination of bioinformatics data and other data from the application scenario may lead to new products and new markets. Just like the iPhone is only a continuous innovation for mobile phones, but because of the creative connection between hardware, software and services, it has changed the market positioning and customer value, subverted the personal computer and developed a new business model. .
Technological innovation, customer process innovation, business model innovation
Many people have a confusion about the genetic sequencing market: instruments are invented by others, reagents are produced by others, and it seems that several people can pull out a team. So many startup companies seem to be working for advanced sequencer companies. What exactly is their own? Although imitation can survive in the current market, but there is no innovation, what to compete in the future?
In-depth thinking, the technology itself is rarely subversive, how to use it can bring subversion. At present, many technological innovations in gene sequencing are more of a differentiation. The value of differentiation must be integrated into the application area of ​​the counterpart, and to be integrated into the application field, we must have a deep insight into the customer process and business environment. Once the market is subdivided, it is often found that technology differentiation can be a barrier. Gene sequencing is a frontier field. Entrepreneurs are mostly technically born. They are naturally characterized by heavy technology and light market. Therefore, they tend to rely on their own technical differentiation characteristics. The business model is similar. Changed. Business models are often characterized by timeliness and regionality, and it has not always been appropriate to imitate them. The innovative business model is the best moat.
Innovative ways can be divided into three categories: technological innovation, customer process innovation, and business model innovation. More applications for gene sequencing are in the medical and consumer sectors (DTC – Direct To Consumer). In these two areas, the direction of innovation is different. Most of the current technological innovations are technological innovations, and this article does not focus on them.
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