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Nokia's once established dominance in smartphones is a distant memory, due to iPhones and Android based devices. It is true that being an early mover is key to setting standards, but it is not enough if dominance doesn't remain when one moves along the s-curve from early adopters to the early majority.

'Early adopters', 'trendsetters', 'opinion leaders', 'first movers' - are the labels describing those who are ahead of the mainstream, who are keen to try out new things. The article explains the subtle differences between those terms and how can companies proactively incorporate using these groups and their insight into their innovation management process.

Yesterday in Cupertino, CA, the Apple's CEO unveiled at the developers the new iPhone OS 4.0. The new OS is available to iPhone developers today, while the general public will get the update sometime this summer. Apple uses innovators and then early adopters to improve the product, leveraging on their enthusiasm. "We are not the first to offer this service, but we are the best" : Steve Jobs doesn't know moderation and understatement. Some of the OS 4.0 features, as the multitasking, doesn't represents that kind of radical innovation, just because Google did it first. But Apple is aware about giving those features to its product in the right time, according to Jobs. By the way, multitasking is only 1 of the 100 new user features announced and thanks to the early market the OS 4.0 could potentially represent the birth of new paradigms in the operating software market.

Advertising agencies and software developers also welcomed Apple's new iAd network as a potential breakthrough that could give an important boost to the small but fast-growing mobile advertising market. iAd is an OS 4.0 built-in app, which could be the starting point of a new generation of mobile adverts that would be far more engaging than current formats, which Jobs said "suck". Thanks to his company's control Apple's network would be able to serve up more creative forms of advertising to run inside the "apps" users download on to these devices. Advertising inside apps, although still small, has become the hottest corner of the mobile advertising business, prompting a race between Google and Apple. In fact, earlier this year Apple bought Quattro Wireless for $270 million signaling its intention to enter the advertising network space. Quattro is an ad network that spans both mobile websites and smartphone applications. It seems to develop a new strategy and paradigm for the advertisement and a new battle field for the two giants Apple and Google. Which will emerge?

Now that battery-powered vehicles seem to be the solution of choice for the next generation of cars, companies are looking for attractive markets. Will fleets be the right place to go? Maybe yes, if such fleets require short-range urban mission profiles. Maybe not, if all the attractiveness simply is adding a "green touch" to the company.