Disruptive innovation is described by Clay Christensen as:

“Generally, disruptive innovations were technologically straightforward, consisting of off-the-shelf components put together in a product architecture that was often simpler than prior approaches. They offered less of what customers in established markets wanted and so could rarely be initially employed there. They offered a different package of attributes valued only in emerging markets remote from, and unimportant to, the mainstream.”

One form of disruptive innovation is the "new-market disruption", which targets customers who have needs that were previously unserved by existing incumbents. Once a foothold is established, the disruptive innovation relentlessly moves upmarket displacing established players....

Peter Williams, cheif edge officer, Deloitte Centre for the Edge 

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