Not only these, there are niches in hardware too which aren't immediately attractive to the big boys - like think of doing a new digital stylus but not a tablet

Not only these, there are niches in hardware too which aren't immediately attractive to the big boys - like think of doing a new digital stylus but not a tablet. Playing it low gives for the necessary time and opportunity and then, like PG says, startle the world with something nobody ever thought of.