Complacency is a trap that many luxury real estate marketing professionals fall into when they attain market leadership. This offers an excellent opportunity for competitors to pick up the slack and surpass the current market leader, especially if they have a superior grasp of technology.

Staying on top of the latest technology and becoming a master of social media is now an imperative if you wish to sustain your market leadership.position. Otherwise, an unlikely competitor can suddenly challenge your domain.

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Here is an example of how Google is challenging Apple, the current market leader in smart phones (iPhone) and tablet commuters (iPad).

On August 3, 2009 Dr. Eric Schmidt, chief executive officer of Google, resigned from Apple's Board of Directors because Google entered some of Apples core businesses. With Android (Google's smart phone platform) and Chrome (Google's browser-based Operating System) Apple faces direct competition for the iPhone, the iPad, and even Apple TV.

Google TV claims to finally integrate TV and the web, so you can spend less time searching for content and more time watching it. Google TV will work with your current paid TV subscription as well as the majority of video content online, making it easy and seamless to switch between the two.

What is behind all of these moves by Google? In a word, it is Ads! Yes, Google is a technology company, but its economic driver is advertising revenue. People watch an average of five hours of TV per day. TV ads amount to $70 billion per year. There are over 4 billion TV users worldwide vs. 1 billion PC owners.