UnderstandingUnbundling.

How the Internet evaporates the Middle.

Dominant market power used to come from “bundled” sets of services, often called

vertical integration. Classic example: IBM.

Dominant market power used to come from “bundled” sets of services, often called

vertical integration. Classic example: IBM.

The PC is an example of “unbundled” functions, allowing a shift to horizontal integration - allowing companies like Microsoft to establish dominance.

The PC is an example of “unbundled” functions, allowing a shift to horizontal integration - allowing companies like Microsoft to establish dominance.

The PC is an example of “unbundled” functions, allowing a shift to horizontal integration - allowing companies like Microsoft to establish dominance.

The PC is an example of “unbundled” functions, allowing a shift to horizontal integration - allowing companies like Microsoft to establish dominance.

Then came the Internet (the ultimate “unbundling” layer).

The first industries to be impacted were media businesses.

Music.

Newspapers.

Magazines.

Media companies were also “bundled,” vertically-integrated businesses.

As they became unbundled, new players were able to establish themselves.

As they became unbundled, new players were able to establish themselves.

As they became unbundled, new players were able to establish themselves.

As they became unbundled, new players were able to establish themselves.

But once an industry has become unbundled, the combination of technology and globalization has a

consistent impact.

But once an industry has become unbundled, the combination of technology and globalization has a

consistent impact.

The Internet evaporates The Middle.

Think of markets as pyramids, with large, multi-national organizations at the top, and small, niched

businesses at the base.

Think of markets as pyramids, with large, multi-national organizations at the top, and small, niched

businesses at the base.

Think of markets as pyramids, with large, multi-national organizations at the top, and small, niched

businesses at the base.(Or, think of markets as

Power Curves.”)

In between, there is a healthy food chain of mid-sized companies.

But the combination of technology and globalization have suddenly made it very difficult to maintain a

mid-sized company in many industries.

With technology+globalization, there is often reduced friction at the base, so it’s relatively easy to create

small, niched, targeted businesses.

And the “winner takes all” nature of unbundled markets means that those at the top

are very difficult to dislodge.

And the “winner takes all” nature of unbundled markets means that those at the top

are very difficult to dislodge.

But for several reasons, it’s very hard to build and maintain a midsized company.

Of course, every industry in the past has gone through phases of consolidation.

Of course, every industry in the past has gone through phases of consolidation.

But this time it’s different.

Of course, every industry in the past has gone through phases of consolidation.

But this time it’s different.

Today, Clay Christenson is trumped by Andy Grove.

Of course, every industry in the past has gone through phases of consolidation.

But this time it’s different.

Today, Clay Christenson is trumped by Andy Grove.

Of course, every industry in the past has gone through phases of consolidation.

But this time it’s different.

Today, Clay Christenson is trumped by Andy Grove.

Paranoid companies don’t want midsized companies to sneak up on them and eat their lunch.

Paranoid companies don’t want midsized companies to sneak up on them and eat their lunch.

And they’re far better positioned to avoid this, because investors behave very differently today.

In the past, investment money wasrelatively evenly distributed.

But as fewer (mid-sized) companies go public, investors need other ways to recoup their

investments. So there’s a lot more money at the base.

Think of sea turtles.

The mother sea turtle crawls up onthe beach, and lays thousands of eggs.

The mother sea turtle crawls up onthe beach, and lays thousands of eggs.

They hatch, and start crawling down the beach.

The mother sea turtle crawls up onthe beach, and lays thousands of eggs.

They hatch, and start crawling down the beach.

Sun, bugs, birds… Not many make it to the water.

The mother sea turtle crawls up onthe beach, and lays thousands of eggs.

They hatch, and start crawling down the beach.

Sun, bugs, birds… Not many make it to the water.

Then, in the water, fish are waiting.

The mother sea turtle crawls up onthe beach, and lays thousands of eggs.

They hatch, and start crawling down the beach.

Sun, bugs, birds… Not many make it to the water.

Then, in the water, fish are waiting.

Only a tiny percentage of the baby sea turtlesmakes it to adulthood.

Startups are the sea turtles.

Startups are the sea turtles.

If they gain “traction,” they get some more nourishment (money) to go farther down the beach.

Startups are the sea turtles.

If they gain “traction,” they get some more nourishment (money) to go farther down the beach.

If they don’t, they die. Or they get “acqui-hired.”

If they make it to the water… who’s waiting for them?

If they make it to the water… who’s waiting for them?

Google. Facebook. Amazon. Traditional incumbents.

If they make it to the water… who’s waiting for them?

Google. Facebook. Amazon. Traditional incumbents.

As a result, very few startups will ever become mid-sized companies.

So:

Technology+globalization are unbundling virtually every industry.

Together, the result is that they often evaporate The Middle.

Now that you understand the dynamics, it should be relatively easy to predict what’s next.

Transportation.Manufacturing.

Finance.Higher education.

The very nature of work.

The Middle Class.

Learn more.

Unbundling Media.

Unbundling Higher Education.

Unbundling the Middle Class.

Unbundling Work (coming soon).

-Gary A. Bolles, gbolles@gmail.com

Acknowledgements:

Unbundling: John HagelThe Long Tail: Chris Anderson