The mobile phone industry provides an illustration of how critical T-t-M cycles can be.
Although the market is booming, it is characterized by intense competition and rapid technological development. Ericsson – the manufacturer on mobile phone handsets – has recently seen its market share drop within this growing market. These difficulties are largely attributed to the delay in launching a key product (The T28). The company is quoted as stating that the T28 was nearly a year late and that they had to cancel the T36 because it had only a short market life. Such delays caused Ericsson to miss out on demand for low-cost handsets aimed at the expanding pre-pay mobile phone market