It takes a lot of guts to go head to head with an established industry leader. It takes even more guts to go up against an established duopoly – directly in their most heavily fortified markets. Fighting against one giant is tricky. You have to look carefully to find a vulnerable spot and put all your energy into exploiting that vulnerability. Fighting against two different giants is a whole ‘nother ballgame. What works against one opponent may not work against the other – and giants tend to be big and heavy. You don’t want to get squished between them…

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http://eejournal.com/archives/articles/20120424-giants/