Is it easy to touch the ceiling ? Perhaps if you're almost tall enough, it's something you like to do. What about when you're outside, ever try it there ? I'll bet you don't. It would be pointless, as the ceiling outside is infinite, right ?
Companies and even industries go through the same approach to their markets. When they know they are in a small marketplace, the objective often becomes about marketshare. They keenly focus their competitive eye on getting more than the next company. But when they are in a green-field situation, they are just looking to do a good job and get noticed. Cirque du Soleil is a company in the latter situation, and they aren't fighting for market-share anywhere - mind-share perhaps to get noticed vs other forms of entertainment - as they place more and more of their shows ever closer together.
Two weeks ago, the Economist referenced a study done by a mobile/cell phone industry body - GSM. It spoke to the addressable market size of all phones globally. There are 5.9B devices out there with an active mobile chip, and 46% or 3.2B people of Earth's 7B total population have one (some have more than one clearly). They calculated that the addressable market size (the ceiling) was 4.7B people as the very young, elderly, sick etc aren't real potential customers. That means the mobile phone industry can now race to equip another 1.5B people, and can only hope for an upside of 2.775 B more devices at the current deployment rate of 1.85 devices per user. Sounds huge right ? I bet it doesn't if you're Samsung, Apple, Rim, Microsoft, Nokia or any of the host of other organizations trying to get a piece. It sounds like a race to the finish now.
Knowing all this, my question for you is two-fold. Do you know your industries' addressable market size, and if you did, would you act differently ?
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