Vii) Under-Estimating The Importance Of Customers At The Lower End Of The Market Point Of Entry For Disruptive Innovations

- and believing that these current users of mainstream products/services are not interested in paying a premium for improved performance products/services, ie

"...The key to success with low-end disruptions is to devise a business model that can give attractive returns at the discount prices required to win business at the low-end..."

Clayton Christensen et al, 2003