Many overseas entrants are arriving virtually uncontested, winning customers with superior services and price. Though it is not too late, local incumbents need to move quickly…

Disruptive entrants have established near unassailable positions in a number of Australian and New Zealand markets (Uber, Airbnb, menulog, Netflix, realestate.com.au, TradeMe).

These brands have become household names providing services that are superior in terms of price and service, and in doing so have had  customers to champion their cause.

However, a number of verticals are being actively contested, with challengers gaining momentum as penetration increases, but still no clear leader.

There are a number of other players that are building their brand and marketplace (e.g. Health Engine and First Available in Medical Bookings, and hipages and Airtasker in Home Services) but the game has not yet played out.

Local players need to build scale quickly or risk being overwhelmed as overseas entrance arrive well funded, with strong branding, deep pockets, and a low cost base.