First Mover Advantage is already well known. It is when a company gains a position in a certain market or industry, or when it establishes a strong entry barriers through a distribution channel or a monopoly of resources. It is a concept that has been attracting attention for a long time in marketing and strategy. However, although it is possible for the starter to enjoy these various benefits, it is also true that there is a corresponding price. Therefore, the risks and costs that the starter may bear, and thus the relative benefits enjoyed by the latter, can be significant. Late Mover Advantage and so on. The fact that latecomers can enjoy a variety of benefits as well as the profits of the starters is an important consideration that must be taken into account by many companies considering entry into the market. In general, there is a very high risk of overinvestment in technology and market uncertainty. For example, China has skipped wired networks and went wireless, and many African countries have skipped wired communications and built infrastructure for wireless communications. In other words, companies that hastened to invest in fixed-line facilities in order to preoccupy the African telecom market are in a state of failure rather than expecting the interests of the starters. Another thing is that the starter has to bear more risks and costs than the latter, such as the uncertainty of demand, the risk of changing consumer preferences, and the cost of training new consumers. Also, because imitation is generally less costly than development, a latecomer entering through imitation may be in a better position if patents or other technical defenses are not available. Especially, if latecomers have excellent management ability and financial power such as excellent marketing ability, it is relatively easy to catch up with the first candidate.