Commoditization And Innovation – IT Does Matter

from the understanding-economics dept

Last year there was a long and loud discussion all around the tech industry concerning Nicholas Carr and his assertion that IT doesn’t matter any more, since it’s become a commodity. Now, knowing that controversy sells books, he’s gone on to write a full length book, Does IT Matter? Information Technology and the Corrosion of Competitive Advantage. Professor Hal Varian, in the NY Times has responded brilliantly to the arguments Carr makes. Carr’s assertion (often misunderstood) is that IT is becoming a commodity, and as such, offers no sustainable competitive advantage to companies. Basically, the argument is that everyone can easily have the same IT setup, so it should be looked on in the same way as electricity: a necessary component, but one that gives no particular advantage. Varian makes the point that we’ve discussed here in the past: commoditization, by itself, does not mean the end of innovation or the end of business opportunities. In fact, it can be the exact opposite. Commoditized products are inputs into innovation. The fact that they are commoditized actually means it’s easier and cheaper to use them innovatively to gain a competitive advantage. In other words, it’s about taking advantage of the fact that they are commoditized and realizing that they’re now resources and not end products themselves. The same argument, by the way, could be used in the entertainment industry – but that’s a story for another post. Still, I think the real stumbling block with Carr is his insistence on “sustainable competitive advantage.” Let’s face it, sustainable competitive advantage is a myth. There is nothing any company can do that can’t be copied eventually (or leapfrogged). Competitive advantage is always fleeting. What a good company recognizes, however, is that the way you build the idea of a sustainable competitive advantage is by constantly innovating, so that your fleeting competitive advantages add up to a sustainable one. One way to do that is to recognize commodities for what they are: opportunities for new innovation, and not something to be pushed aside as useless.

Rate this comment as insightful
Rate this comment as funny
You have rated this comment as insightful
You have rated this comment as funny
Flag this comment as abusive/trolling/spam
You have flagged this comment
The first word has already been claimed
The last word has already been claimed
Insightful Lightbulb icon Funny Laughing icon Abusive/trolling/spam Flag icon Insightful badge Lightbulb icon Funny badge Laughing icon Comments icon

Comments on “Commoditization And Innovation – IT Does Matter”

Subscribe: RSS Leave a comment
aNonMooseCowherd says:

patents and monopolies

There is nothing any company can do that can’t be copied eventually (or leapfrogged).

Except that the Patent Office seems happy to grant patents to anyone for anything, so pretty soon every supposed business improvement will be patented.

What a good company recognizes, however, is that the way you build the idea of a sustainable competitive advantage is by constantly innovating,…

Or by having a monopoloy.

Dan says:

Maybe you should actually read the book

Clearly, you haven’t even read Carr’s book. It is, in fact, a sophisticated examination of the forces that turn IT hardware and software into commodity inputs. He quite clearly and forcefully states that it is only by becoming a standardized, commoditized input that IT can reach its full potential as a component of the products and services companies produce as outputs. And with the Wired article, he’s simply calling the bluff of the tech executives who continue to proclaim that their products aren’t commodities while pursuing strategies of commoditization. If anyone’s creating a strawman here, it’s you.

Add Your Comment

Your email address will not be published. Required fields are marked *

Have a Techdirt Account? Sign in now. Want one? Register here

Comment Options:

Make this the or (get credits or sign in to see balance) what's this?

What's this?

Techdirt community members with Techdirt Credits can spotlight a comment as either the "First Word" or "Last Word" on a particular comment thread. Credits can be purchased at the Techdirt Insider Shop »

Follow Techdirt

Techdirt Daily Newsletter

Techdirt Deals
Techdirt Insider Discord
The latest chatter on the Techdirt Insider Discord channel...