So it started when I was reading Cedric Chin’s writing about Morris Chang, and then about Texas Instruments dominating semicon industry through the invention of the Learning Curve pricing. Here is a situation where a large company basically finances its product into dominance by sacrificing some early profits as they expect lower prices to generate sufficient demand to increase utilisation of their machine, improving product yield through improvements in the manufacturing process.
This enabled Texas Instruments to dominate the industry as the anticipated increase in manufacturing yield (as a result of the ‘learning curve’), enabled more aggressive pricing, pushing out competitors, increasing market share for Texas Instruments, and thereby creating more scale advantages to drive more yield improvements. This is a remarkable use of financing to use scale economies to dominate the market. Essentially, most of the digital tech companies tries to use this as a means to eventually dominate a market of their niche.
The original idea of the learning curve of course came with manufacturing, and I believe this idea was applied at the scale of the entire industry in China when it comes to solar panels, Li-on battery architecture and now probably electric vehicles. By massively subsidising the products and creating demand not just domestically but also in foreign markets, China successfully increased utilisation of their capital equipment, improved their manufacturing capabilities and cement their advantage further.
While other markets are still focused on ‘costs’ of deploying solar, or using batteries, China took a different perspective, one that was driven by manufacturing capabilities and learning curve. I believe Japan had desired such an approach as well, having been subsidising certain markets and technologies, including development of hydrogen cars as well as residential hydrogen appliances (see ENE-FARM home use fuel cell system).
Sometimes when we wonder if we are too early into the market for something, when it comes to the government that is willing to orchestrate a strategy at that sort of industrial level, one can mobilise the resources to create the future rather than wait for the right time.