The four types of pathway-based innovations include product, process, positioning and paradigm. Product innovations are most apparent in the mobile phone market with new phones arriving frequently. Process innovations include new methodologies such as Six Sigma, Lean and TRIZ. Positioning innovation implies repackaging an existing product or service, and branding it innovatively (e.g., the increasing camera capabilities of cell phones could lead to it being branded as a camera). Paradigm innovation represents a shift in thinking and doing. For example, mainframe computers in the late 1970s led to the personal computer, a new paradigm of computing. Today, mobile phones are making conventional landline phones obsolete and Internet phones are in some cases replacing mobile phones.