In a word, timing is everything! Well, this may be exaggerated, of course, you need right mix of marketing elements apart from timing. However, even after having the right mix, without knowing when to hit the market and how long to keep hitting, you are out of it.
Market, I mean customers, morph into various shapes over time. The demography of Citycell customers in 90’s is quite different from the demography of Citycell customers today. Even though timing of Citycell was right during their entry stage, but it could not run fast enough on the runway only to figure out later that there was not enough runway left to take-off with the current speed! Grameen Phone (GP), on the other hand, might not be the first entrant, but they knew their limitations. Knowing your limitations is a smart thing, isn’t it? Your activities can be timed in such a manner so that you run with enough power, and then even out your power requirement along the runway so that you can take-off before the runway ends after a certain distance. This take-off stage requires huge investment, but once done, you are up in the sky, hardly reachable by other brands. So, is it too much to say that timing is everything?