DIGITAL DISRUPTION The term ‘digital disruption’ sure does have a negative ring to it, but in reality the phenomenon is not a harmful one for any business or organization, unless they try to avoid or ignore it. The process of digital disruption has been experienced time and again throughout the past few decades with accelerating frequency. Therefore, it is important to understand the process of digital disruption. Digital disruption can be defined as the process through which a ground breaking technological innovation brings grand scale transformation in the businesses, organizations, or whole societies by replacing the old with the new, more efficient and more desirable. It is to be borne in mind that digital disruption is not just a euphemism for digital innovation; a digital innovation has to have huge trans-formative powers for it to amount to a digital disruption. Digital disruption is a heterogeneous process and it percolates to every sphere of life. The ‘disruption’ that the phenomenon entails is the cessation of use of old products, the drop in the market demand of those products and the consequent effect on the lifestyles of consumers. Another important feature of digital disruption is that that the consumers sway the tide. The consumer preferences determine which innovations the businesses need to focus on and bring to the market. Therefore, the businesses must be willing to happily submit to the will of consumers. The phenomenon of digital disruption can be better understood by looking at its various examples. The market for classic cameras was disrupted by digital cameras, and the consequences were grave for businesses that were reluctant to embrace the change – Kodak went bankrupt while Canon and Sony captured the markets. A relatable example of digital disruption is the change in transport industry by the introduction of advance GPS guided mobile taxi services. Artificial intelligence has also revolutionized the gadgets we use and the technology used in businesses. From voice recognition to advanced robots, these innovations have become a way of life and the old technologies that have been replaced have almost become obsolete. The list of examples is non-exhaustive. It goes on to show that digital disruption is an inevitable process. Our experiences have shown us that trying to resist change does not work in our favor most times. A transformation as big as digital disruption can only be benefited from if one at worst succumbs to it or at best embraces it cordially. Businesses need to be sensitive to changes in customer demands because it is precisely those that provide the impetus for bringing about a revolutionary innovation. Digital disruption after all is the process of change whose goal is to bring more value to consumers. In order to thrive in these ever evolving times, businesses must be willing to adapt to the changing tides of technology. Change can be discomforting, but if you bear with it, you realize it is for the better.