Fun exercise- think of a large company- one whose products you know. What new product / package would terrify them? Not just show up as a competitor, but real

Fun exercise- think of a large company- one whose products you know. What new product / package would terrify them? Not just show up as a competitor, but really make them sit down and say "well, we're going to have to reinvent ourselves, because this [whatever] makes our product completely obsolete." For software companies in particular it's not impossible to come up with a product that you could start working on now...