Disruption... concept and implications

THE 17th Media Workshop to be conducted by Audit Bureau Circulations (ABC) Malaysia aims to comprehensively explore the primary challenge being faced by most marketers and media channels today: DISRUPTION.
ART OF DISRUPTION
Around 150 participants are expected to attend the four-day workshop scheduled for Sep 1 to 4, 2016 at the picturesque Mövenpick Resort in Phuket. Prominent industry professionals have been lined-up to share their expertise on this subject.
Marketers today are increasingly encountering a wider set of issues and challenges beyond the simple focus on brand, category and immediate or “traditional” competition. This is affecting all marketers and almost all categories of products and services, including media companies.
Disruption primarily involves utilising, exploiting and leveraging of opportunities, technology and evolving market or consumer demands and trends to disrupt the status quo and comfort zone(s) of a stable market and its leading players. These challenges, even to long established blue-chip brands, can be thrown by smaller brands, start-ups and nontraditional competitors.
INSIGHTS AND OBSERVATIONS
ABC Malaysia vice-chairman Foong Ai Peng and board member Prashun Dutt (pix) explained the disruption concept and its implications to the media during the press conference held recently at the ABC Secretariat.
Prominent examples were cited by them to demonstrate the workings and nuances of disruption:
a) UBER which has disrupted and redefined a stable “local transport” market, offering frustrated taxi customers on-demand transportation service at a reasonable price.
b) SPOTIFY, a music streaming service which is legally disrupting the business model for traditional CDs and videos, though it does not own any record label or music company.
c) BITCOIN, a digital currency, which is allowing users to make transfers via the internet without having to reveal credit card details. This is disrupting the revenue accruals of banks and financial institutions.
d) Airbnb is now a trusted community marketplace for people to list, discover and book unique accommodations around the world—online, from a mobile phone or tablet. Even though it does not own any hotels, resorts or residential properties, Airbnb offers a wide range of homes, villas, apartments, private rooms, castles, manors, tree-houses, boats, igloos, tents and private islands, largely for holidays and short- to medium-term occupations.
DISRUPT AND LEVERAGE
ABC Malaysia is confident that delegates/attendees will return with comprehensive understanding and well-informed perspectives; empowered to utilise disruption concepts and techniques, when required, in the execution of their marketing and communication tasks.
Besides wider enhancement of knowledge and skill-sets, this will ultimately foster competition and growth in the Malaysian marketing and communications industries.
ABC Malaysia will gladly accommodate executives, professionals, business-people and even students from all sectors.
To reserve a spot and to obtain further details or updates, kindly visit www.abcm.org.my/ conference2016