An example of sustaining technology is the expansion of data storage capacity for disk drives in personal computers. Sustaining technology refers to an innovation or improvement to an already existing technology that does not involve a shift in a company's goals and target audience.
A sustaining technology aims to keep an organization in the market by providing enhancements or refining well-established products, thus raising the level of customer satisfaction. In the computer industry, the trend is to constantly produce smaller, cheaper and faster devices to stay in the competition. Other types of technologies or innovations are breakout innovations and disruptive technologies.