I recently read that the Starbucks Mobile Card app has had over 3 million users, making Starbucks "the nation’s largest mobile payment network". Not Amex, not Visa, not Bank of America. Starbucks.
I also read that Google has set aside $100 million to pay for original programming across ten YouTube channels. Fox, CBS, HBO, ABC... looks like you're going to have a new network to contend with - one with in excess of 2 billion viewers per day. That's more than double the prime time viewing figures of all of the major U.S networks combined.
Ten years ago Nokia wouldn't have dreamt that their biggest competitor would be a computer brand. Just as a hundred years ago, Nokia couldn't have imagined moving from making rubber galoshes to mobile phones.
Brands know that competitors emerge from the most unlikely of places and, with today's incredible pace of change, they are doing it faster and harder. It seems if you don't own the platform, the device, or sell caffeinated drinks to Americans, then no industry is safe.