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2010.09.20 DT and Suborbital Markets.Fm IAC-10-E6.3.8 SUBORBITAL MARKET OVERVIEW AND APPLICATION OF DISRUPTION THEORY Author Ken Davidian, FAA Office of Commercial Space Transportation, Washington DC, USA Co-author Jeff Foust, Futron Corporation, Bethesda, Maryland, USA ABSTRACT This report identifies the incumbent and new entrant companies of the suborbital payload market, their industry roles, and how the Christensen Disruption Theory characterizes their possible future interactions.The existing suborbital payload market consists of service providers giving access to either (a) time in a microgravity environment, or (b) access to various launch and/or space environments (e.g., time at altitude, radiation levels, launch conditions, etc.). The suborbital market is currently served primarily by sounding rocket launch vehicles or substitute capabilities in the form of drop towers and parabolic-trajectory aircraft. Traditional customers for this market include universities and government organizations in the following areas of research: physical and biological processes in microgravity, observation and data collection of Earth and its atmosphere, and astronomical observation. The types of facilities and vehicles that characterize the suborbital cargo market and which are included in this report consist of drop towers, parabolic-trajectory aircraft, sounding rockets, and reusable launch vehicles. The types of payloads that make use of these facilities and vehicles can be classified by volume/form factor and intended purpose. Two types of suborbital research vehicles that focus primarily on atmospheric science, the airborne and balloon-based research sectors, are not covered in this report. This report identifies the current suborbital payload market sectors using the classifications mentioned above. A listing of market competitors and customers are given. Using this information, possible new entrant strategies to the suborbital market are discussed using the terminology and constructs of Clayton Chris- tensen's Disruption Theory. PROLOGUE ble business theory when describing the emerging com- mercial space sector of suborbital markets. As with any The purpose of this report is to demonstrate how busi- business model, arguments can be made both for and ness theories, like Clayton Christensen's Disruption against the underlying assumptions and overall applica- Theory1, can be applied to the emerging commercial bility of this particular theory. Finally, the purpose of space markets and to stimulate discussion about these this report is not to endorse or promote any of the new markets within a well-defined framework and vocabu- entrant business scenarios as described. These scenarios lary. This particular theory, when used in conjunction are simply provided as demonstrations of the Disruption with other market theories, can provide a useful per- Theory as applied to these emerging suborbital markets. spective to government leaders when confronted with making policy or acquisition strategy decisions that rely INTRODUCTION upon, or affect the development of, an emerging com- mercial sector, for example. The existing suborbital payload market consists of ser- vice providers giving access to either (a) time in a It is not the purpose of this report to endorse the validity microgravity environment, or (b) access to various or superiority of any business theory. Disruption Theory launch and/or space environments (e.g., time at altitude, is not necessarily more accurate than any other applica- radiation levels, launch conditions, etc.). 1. What this paper refers to as Christensen’s “Disruption The- The suborbital market is currently served primarily by ory” has different monikers. In his popular literature and sounding rocket launch vehicles or substitute capabili- journal articles, Christensen also referred to it as “Theory ties in the form of drop towers and parabolic-trajectory of Disruption,” “Disruptive Innovation Theory,” “Innova- aircraft. Traditional customers for this market include tion Theory” and the “Disruptive Technologies Model.” universities and government organizations in the follow- Further, these are different than, but closely associated with ing areas of research: physical and biological processes the five “Principles of Disruptive Innovation.” 1 Figure 1. Christensen’s Disruption Theory Performance Chart. in microgravity, observation and data collection of Earth BASIC DESCRIPTION OF DISRUPTION and its atmosphere, and astronomical observation. THEORY The facilities and vehicles that characterize the subor- Disruption Theory is a conceptual model of cause and bital market and which are included in this report con- effect that provides a basis on which to predict the out- sist of drop towers, parabolic-trajectory aircraft, comes of market competition under different entry cir- sounding rockets, and reusable launch vehicles. The cumstances. The term “product” is used to denote a payloads that make use of these facilities and vehicles marketable product, service, or process offered by a can be classified by volume/form factor and intended company in a marketplace. purpose. Two types of suborbital research vehicles that focus primarily on atmospheric science, the airborne Background2 and balloon-based research sectors, are not covered in this report. Clayton Christensen’s Disruption Theory puts markets into a context of some measurement of a product's per- This report identifies the current suborbital payload formance as a function of time, as shown in Figure 1 on market sectors using the classifications mentioned page 2 by the line labeled “performance available.” In above. A listing of market competitors and customers is an established market, there are one or more established given. Using this information, possible new entrant strategies to the suborbital market are discussed using the terminology and constructs of Clayton Christensen’s 2. This section is only a brief overview of Disruption Theory. Disruption Theory. To appreciate the full detail, nuance, and subtleties of this construct, it is highly recommended to read the literature Finally, a list of outstanding comments, questions, and on the subject, including (1) Christensen, Clayton M. The future research focus areas that will be addressed in Innovator’s Dilemma. Harper Business Essentials (1998, future versions of this document, are provided to com- 2000). ISBN: 0060521996. http://worldcatlibraries.org/ plete this report. wcpa/isbn/0060521996; and (2) Christensen, Clayton M. and Michael E. Raynor. The Innovator’s Solution: Creating and Sustaining Successful Growth. Harvard Business School Press (September 2003). ISBN: 1578518520. http:// worldcatlibraries.org/wcpa/isbn/1578518520 2 Figure 2. Examples of Sustaining and Disruptive Innovations firms that compete in a given market by developing the best competitors provide speed, responsiveness, and performance metric to meet the needs of both high-end convenience since the predominant bases of demand are and low-end market customers. An aggregation of this customer convenience and cost. demand distribution can be represented by the line Three different types of innovation, one sustaining and labeled “performance demanded.” two disruptive, can occur in the marketplace. All are Figure 1 can be divided into two regions, as described discussed below and shown in Figure 2. below. Sustaining Innovation Early in the development of a given market, there is a high demand for the product performance that exceeds The first type of innovation, entitled “sustaining innova- the available performance level, leading to a “perfor- tion,” is depicted on the market performance graph as a mance deficit” for both high-end and low-end market continuation in the performance increase along the customers. In the left region of the chart, all customers established performance available curve. The tendency are under-served by the product suppliers, and the fac- of sustaining innovations is to drive toward the upper- tors by which potential customers make their purchasing right corner of the chart, by meeting the increasing decisions (referred to as “the basis of demand”) are demands of current high-end market customers. Sustain- driven primarily by functionality and reliability. In this ing innovations can be evolutionary improvements of region of the chart, available products are highly inte- established technologies, or technological break- grated systems and available only from a limited num- throughs (also known as “revolutions”) that raise the ber of vendors. level of product performance, thereby meeting demands Over time, the performance supply increases faster than of the most demanding customers and allowing pre- the performance demand until both the high-end and mium pricing and profit margins. low-end market customers find themselves in the “per- Characteristics of sustaining innovations include the fol- formance surplus” (far right) region of the chart. Perfor- lowing: mance surplus is characterized by low-end market customers that are over-served by vendors offering high • Sustaining innovations provide a product performance products that are highly commoditized improvement by increasing the level of an existing (e.g. modular by utilizing standardized interfaces). The performance measure that characterizes the 3 established marketplace. This improvement can be an • Disruptive products tend to be simpler, less expensive, incremental improvement of existing technologies, or and more convenient than established products. discontinuous and revolutionary in character,
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