Installed Base
The Installed Base
Just finished reading an article about how Ipod will never fall, as it was first and now has a commanding lead in the market.
Was interesting to read the editor speak about how the Zune failed and now the Sandisk/Yahoo MP3 will fail also, because they don't have an installed base. It was also interesting to see how the editor never mentioned any other product category that fell to a late arrival; for example, Toyota overtaking Ford/Chrysler/GM; Dell overtaking Compaq; AMD taking over Intel; and so on.
Is amazing to see this, as this is what drives many CEO's to not take risks and enter existing markets and, I believe, it is why we are seeing so many new companies come up with totally new ways of doing things or improving on existing things (which then leads to numerous lawsuits and no one ever benefits).
As a marketer, you can't live in the numbers - you MUST take risks and see the opportunities that are out there. There are always people who will buy "the other product" to stop the monopolization (look at Microsoft and Linux). Is that enough to sustain a company - probably not, but, it can be enough to take the first steps.
Research is great (as I wrote about previously), but, it can also lead to you never wanting to take risks or open up new markets.