Disruption, Singapore Style

After shaking up the smart TV market, Prism+ is now taking a bold step into the aircon game. Augustman speaks to Founder Jonathan Tan to learn a thing or two about disruption

- SUFFIAN HAKIM

‘DISRUPTION’ IS A WORD thrown around by business watchers to describe newcomers to an industry who have discovered new ways of operating, new business models, new means of processing raw materials and new ideas of branding that they acquire a sizeable chunk of market share in a short period of time.

But being a disruptor also doesn’t always equate to longevity. Shaking things up doesn’t mean you stay in the game. In the end, actual business acumen will ensure a company’s survival. Real disruption is sustained and should benefit the consumer in the long run. The white-hot early gains of being a disruptor cools to a steady-growth company as the rest of the industry catches on and adapts to the disruption.

Think of it as a new romance. Manage the relationship well, and the heady early days give way to steady mutual growth based on trust. Otherwise, you get a summer fling that dies out in the face of real-world situations.

One of the things that Singapore can pride itself on is its ability to create enduring disruptive startups. There have been several through the years, such as Creative Technology, Razer Inc., Irvin’s and Secretlab. They’ve all grown from startups to household brands in their own right, and are front-of-mind names for most when we think about our favourite gaming equipment or local snacks.