On the contrary, it's far easier to move down the stack because companies are already a customer of the lower stack product and understand what the customers want in that specific layer of technology. Sharma argues that companies fail to move up the stack because they're too familiar with "the building blocks of the layer up," mistakenly believing they have it all figured out to create a better product. Google has built a solid cloud-computing business, which is a stack below its search technology, and Apple's now building its own iPhone chips, one of the many lower stacks below its smartphone device.
Ironically, the opposite is true when you move down the stack. General Animated Icons Emoji Brands / Social Maps / Flags Thematic Archive / Unmaintained. All icons available with Iconify are open source, validated, cleaned up and automatically kept up to date. Oracle likes to think of Salesforce as an app that just sits on top of its database, but hasn't been able to overtake the cloud-software space they compete in. Google, despite all the search data it owns, hasn't been successful in the social-network space, failing to move up the stack in the consumer-web world. Click icon set to see available icons or search icons by keyword. Sharma says that a lot of companies often overvalue their level of knowledge in their core business stack, and underestimate what it takes to build the technology that sits one stack above them.įor example, IBM saw Microsoft take over the more profitable software space that sits on top of its PCs.
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