Being one of the first deadly movers in this place, it has some serious places behind it. Competitors will fight to gain market share, and with the acquisition of this type of business model the solution of taking the first step will probably be in the 1st place as it is ahead of the curve.
Being the first mover, competitors can lose any potential features and have the ability to work with them, so it is important to stay one step ahead if you want to keep the market share. Stay ahead of the rest for the time being.