Disruptive innovation, sometimes called disruptive technology is the name for a technology or innovation that changes the market: It creates a new market. These new markets are small at first, which makes them uninteresting for established market players. If disruptive innovation is used, the market will grow at a high speed. Eventually, they will replace existing technology, though. An example of this is Flash memory. When it was introduced it was expensive, and capacities were small, compared to hard disks. On the other hand, flash memory is small, and uses little energy. It began to be used in mp3 players and usb flash drives. Eventually, it was used for Solid state disks, which started to replace hard drives.