I’ve been a huge fan of Monoprice for several years – the first company to make inexpensive “good enough” cables available easily. They’re quickly moving from low cost cables to high end, low cost items, as CEO Ajay Kumar explains:

> “Before we enter a product category, we make sure we have a product manager internally who’s an expert in that area,” says Kumar. “What we also do is try to make sure that we’re about 50% below what a retailer would be selling that product for.” A 10% discount, he says, isn’t enough to convince people to take a risk on an unfamiliar brand. This means no TVs, laptops, or smartphones.

Like many low-end disruptors, many hardware companies should pay close attention and be concerned.