Chapter 6: Technology as a Basis for New Competitive Relationships

Technology is becoming increasingly more important in the competitive battle; this applies not only to systems and links but also to algorithms. The adage ‘first mover takes all’ still very much applies, with the first application getting the highest market share. The traditional developments, which are based on the application of technology, not only take place in a specific market but are also quickly copied into other markets and other applications. Technological, marketing and business applications are important in order to jointly determine the proposition. The following three developments can be identified here:

• technological applications in relation to the market;

• technological applications in the product;

• technological applications in the infrastructure.