Considering trends, opportunities and timing:
By 1990, the CDROM market was four years from its peak and five from its crash, but it was nearly too late to get anything out of it. Microsoft was launching Windows 3.0 bringing Apple’s innovations to everyone with a computer, MacroMind, Broderbund, the encyclopedia publishers and a whole hardware and software vendor ecosystem had already played out.
By 1998, when Page and Brin changed the name of their web search concept from BackRub to Google, DoubleClick had gone already public, Amazon dominated books online and was moving into other retail areas, and the open source Apache web server market share was too strong for Microsoft to overcome. There was more room for newcomers than the CDROM market had at a comparable point in its trajectory, but, again, certain corners of the market had already been locked down.
If you get the timing wrong on ubiquitous connectivity and information physicality then you may be entering at a moment when whoever is going to win has already won, or, perhaps worse, when everyone who wants to play is forced to watch from the bench.
From: Responsive media: the race to make information more physical. The Guardian.