In just about any market, there are two to three market leaders.
- The first is the quality leader, who has the highest quality but also most expensive products. They sell low quantity but with high profit margins. (Apple)
- The second is the quantity leader, who has the lower quality but also the least expensive products. They sell with low profit margins but in high quantity. (Android)
- The last is the buy-in leader, who uses compliance or other methods of tying people to their product. It doesn't matter the quality or price point, because people are buying it for other reasons.
Traditionally, this third one was Blackberry in the mobile phone market with buy-in for enterprise. With the decline of Blackberry, it was a pretty sound strategy (at the time) to try and take that market share with Microsofts enterprise buy-in.
The problem is that Blackberry declined because the enterprise buy-in declined. Android and Apple began making it easier to access work-related functions on their platforms, and you no longer needed a separate phone to do it.
- The first is the quality leader, who has the highest quality but also most expensive products. They sell low quantity but with high profit margins. (Apple)
- The second is the quantity leader, who has the lower quality but also the least expensive products. They sell with low profit margins but in high quantity. (Android)
- The last is the buy-in leader, who uses compliance or other methods of tying people to their product. It doesn't matter the quality or price point, because people are buying it for other reasons.
Traditionally, this third one was Blackberry in the mobile phone market with buy-in for enterprise. With the decline of Blackberry, it was a pretty sound strategy (at the time) to try and take that market share with Microsofts enterprise buy-in.
The problem is that Blackberry declined because the enterprise buy-in declined. Android and Apple began making it easier to access work-related functions on their platforms, and you no longer needed a separate phone to do it.