Flare, an electronics company, created a low-cost, handheld washer that could run on solar-powered battery. The product was also portable and could clean clothes with minimal water usage. This product was initially not seen as a threat by washing machine manufacturers, but it slowly attracted their customers and gained a dominant share in the market. As a result, the traditional washing machine manufacturing companies underwent huge losses and most of them went out of business. In this scenario, the handheld washer is an example of _____.