What a great article!
We've seen this in many industries, including in the US car industry, which often seems not to invest much in reliable, gas-saving vehicles.
We all have to ask ourselves what technologies our company is overlooking that its future customers will require while we concentrate our efforts on our present customers.
I think one other important aspect is missing!
The companies are making a lot of money with the existing product. Hence, the disruptive technology is also a thread to the (short-term) market share and profitability of the existing product.
Best is to have the disruptive technology in house and put it on the market at the right time!
I'm interested to learn about examples, who did this exactly right!