I’ll be honest, when I did the first competitor analysis for jammr and found companies like ejamming and onlinejamsession I had my reservations. Ejamming had been around for a few years and even had backing from Gibson and Fender. On top of that they had worked with Intel and Smash Mouth at launch. I felt like they had all the advantages and there was no point in starting, as being first into a sector had all the advantages and the latecomers would not get a slice of the pie.
Then I stumbled across Everythingisaremix and I began to rethink my view on “copying”… I am all about adding value to the world, which I originally thought could only be done by creating something brand new. My concept of brand new being a totally new idea, not based on UX, design or slight feature changes. So I have always thought of the creator of an idea as the genius. But this video really opened up my eyes!
I began looking at the world a little different and started seeing that a “copy” is not necessarily a bad thing. That’s when I started seeing “copies” everywhere – cars, phones, tablets – only differentiating themselves through design and user experience. I began to wonder who actually originally came up with a brand new idea? Is that even possible? In its crudest form, the car is just a rethought horse cart. So Kirby was right – everything is a remix of something already created.
A very interesting recent example is Vine and Instagram video. Vine launched in January 2013 and Instagram video in June 2013. In short, they both allow users to share short videos. The main difference being the UX and time limit of the shared videos – with Vine you can share 6 second videos, whereas Instagram allows you to share up to 15 seconds.
My old mind would have expected Vine to have the clear advantage, as it was first to market and built up quite a good following. The day before Instagram launched its video feature, Vine users were sharing 2.5m videos according to Marketing Land. Since Instagram’s new feature rolled out though, Vine’s shared videos has fallen by 40% on the day after launch and to 919,000 videos shared on 26th June, while 1.49m videos were shared via Instagram that day.
Of course it has only been a short while since the launch and these are early figures, but these are still interesting nonetheless. I also want to emphasise that Instagram’s video sharing feature is an extension of a very successful app, which Facebook paid $1bn for. Where on the other hand Vine is a totally new app, although strongly linked, integrated and owned by Twitter.
I am very curious to see how this pans out: market first vs newcomer.
For me, this further confirms that you can still get a share of the pie, possibly even the major one, even if you were not first to market. Whether it’s a slight feature change, like the change in video length, or a UX change, or something else, if there is an audience out there for your new version, then you should try and launch it!