In order to reduce the complexity of digital concerns, it is important to distinguish between three types of innovation that happen periodically — features, fads and disruption:
When a technology provider adds technology features to a new product, it often spurs changes in the way that technology is used or what it does. For example, Microsoft has historically added many new features each year to its Office suite. However, not all of those features are used by Office customers. Nonetheless, the breadth of features in Office has helped to cement it as a leading workplace collaboration suite. But, when viewed from a change perspective, the changes brought about by the cumulative addition of features tends not to be disruptive, but evolutionary.
Fads are short-lived bouts of excitement about something where the excitement is seldom rooted in the intrinsic nature or quality of the subject of the fad. As such, they come and go without long-lasting impact beyond the memory of the fad. Surprisingly, some key digital disrupters have sponsored and subsequently destroyed fads. Apple is considered to be a disrupter but the use of certain Apple offerings have yet to be shown to be more than fads. The shifts they are associated with, however, come from more fundamental areas of concern.
„These kinds of disruptive changes can shift assets, channels and capabilities of entire industries,“ said Mr. Plummer. „Whether feature-focused, fad-obsessed or disruption-bound, CIOs, IT leaders and their technology provider counterparts cannot ignore the effect of the new digital landscape.“
Since Gartner first introduced the Cool Vendors report in 2004, more than 2,900 Cool Vendors have been profiled. A few Cool Vendors have gone on to become IT megavendors in their own right, while others have been acquired by megavendors and other industry stalwarts; however, some have simply disappeared from the radar. While the 2017 collection of Cool Vendors is not exhaustive, Gartner analysts have selected some companies to highlight based on their sense of how impactful they are today and can be in the near future.
However, ViewAR has made it to the international spotlight and will go on using its competitive advantage to reach out for even more. The whole Cool Vendor List can be reviewed here.