Strategy Map›Layer 1 · Arena›Technology shifts+ from outside the named canon

Enabling technology shift

What is Enabling technology shift?

A change in available technology or its cost makes a materially different product, channel or delivery model feasible at the relevant entry date.

An entrant can build on a newly practical technical foundation. The same foundation may also be available to competitors.

From the win chains in Strategy Canon case studies: what the winner did, and what its rival did at the same step.

vs. Iterable · 2011–13

Engagement SDK inside the app: live behavior triggers messages

What it did: Founded 2011 on the bet that apps would become the main customer channel
Iterable: Founded March 2013 as an email-marketing platform for smaller companies

What external technology changed, when did it become practical, and what did that enable?

Author	What they call it / where it appears
Strategy Canon +	Editorial pattern label derived from the company entry studies