Rabkin’s ROI has a great post on the impact new technology has on our “baseline experience”.  Barry Rabkin points out that when new technology is seen to add value to our lives or improve the way we go about our business, a new baseline of expectation is established against which we measure future technology.

His post is a good reminder that disruptive technologies are always changing market expectations.  While we may believe our product is the disruptive one, we can can never lose sight of the reality that our competitors are also responding to changing market conditions.

For companies in the spatial technology world, this change is all too evident.  Particularly as one observes the business of organizations such as Microsoft and Google and others as they continually raise the bar of expectation among consumers with respect to access to spatial information, ease of use, etc.  What was pretty heady stuff a few years ago has now fallen below the threshold of user expectation.

I not sure the saying “a rising tide lifts all boats” is entirely true in a competitive market place but it is clear that even when the bar is being steadily raised by some large market players, opportunity remains for others.  In the spatial technology field we continue to see many companies thrive (not all to be sure) and new companies emerge, set to introduce their own technologically disruptive products and services into the market.

The challenge remains to innovate around sound technology with a sharp eye on what the market requires.  Recognize the market expectation is always changing, don’t forget that your competition is probably gauging the market as closely as you are, anticipate what  they will do and have a plan to deal with it.