I've heard 'first mover advantage' used a few times now in relation to new service launches. Used to make the argument for why it should be done quicker, and to suggest that if you move first you'll get the early success and the largest market share, even when others follow suit. Your name will be synonymous with the new, pioneering, service. Why would they go anywhere else?
In the service industry if you have short term contracts, a broad potential customer base, and it's easy for someone else to copy your service then they will. And when they do, how are you differentiated?
If you have to go through a lot of trouble to get your service off the ground, you'll likely incur losses during this period. The second mover will have you as the benchmark. You've taken the trouble to make people aware of the concept, even if they haven't bought it. The second mover will find it much easier to persuade as a result of your actions.
Just ask yourself, if you're banking on first mover advantage, what will you do when it's gone?
