Graphene is still in search of its killer application that delivers a unique value proposition or a first mover advantage. In the absence of such applications, the commercialisation process remains a substitution game. This is not meritless as graphene can target a broad spectrum of applications including energy storage, composites, functional inks and electronics. The value proposition of graphene, the competitive landscape, the technical requirements, and the likely graphene manufacturing techniques will be different for each sector, resulting in market fragmentation. Therefore, the graphene market will in fact grow to consist of multiple subsets.