The tech industry’s most baffling buzzwords: A brief guide
Brad Reed, Network World (US)
As tech journalists, we get a lot of pitches from companies’ public relations teams. Some of these pitches, unfortunately, are written in a language that bears little resemblance to English.
Indeed, many of these pitches are so indecipherable that even the most hardened veteran tech reporters will find their eyes glazing over after reading 50 press releases informing them that TechnoCorp, the leading provider of cloud-based Web 3.0 solutions, has announced the availability of a disruptively robust new solution that will create an industry paradigm shift.
For those normal people out there who have no idea what any of these words mean, Network World has produced this handy guide to the tech industry’s most impenetrable buzzwords, slogans and catch phrases that will hopefully help you tell your blended threats apart from your paradigm shifts.
Buzzword #1: Disruptive
What’s strange about the word “disruptive” is that it normally has a rather negative connotation. For example: “When my drunken Uncle Jimmy passed out on my coffee table, it was disruptive to my Sunday afternoon”. In the topsy-turvy world of the tech industry, however, it means that a technology is so innovative that it disrupts the current market and forces companies to change their business models to stay competitive. The phrase was initially coined by a 1995 Harvard Business School article co-authored by Joseph Bower and Clayton Christensen called “Disruptive Technologies: Catching the Wave.”
More buzzwords @ http://www.computingsa.co.za/article.aspx?id=1030024
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