One thing becomes pretty clear if you talk long enough with people on the subject. If there is existing business on some kind of service, let’s take mobile messaging for the example, you’ll have hard time trying to convince people to your new revolutionary service with new revolutionary business model standing behind. People will stick long with what they already know. Customers are driven with bonuses for preserving status quo. They won’t be rewarded for creating new markets. That’s sad but that’s true.
If you work in an area which is already quite well defined in a vast majority of cases playing by existing rules will be the best strategy unless you have enough power and persistence to slowly change the rules.
The situation is different when it comes to a business which wasn’t there before. There are no existing working business models. There are no rules. Mobile payments system in developed countries is a good example here. No one got it right yet. At least not in a way which can be copied. A result? Everyone strives to find the way, to find the best (or I should say the first good enough) solution. There’s no beaten track so everyone seeks their own path. Since there are no rules no one can play by them.
This is of course an overgeneralization but most of the time big companies deal better with situations where rules are already defined while small organizations (with strong focus on startups) do better job in undefined areas of business.
Which kind of market do you operate in? Well-defined or vague one?