Market leaders are often displaced by technology developments that shift the market. Examples from the past include:

IBM $-$ the rise of the PC displaced IBM's dominance in mainframe and mini computers

Encyclop$$dia Britannica $-$ free, online reference materials and a general shift to digital displaced their physical encyclopedia market

Blockbuster $-$ the shift to streaming media displaced Blockbuster's retail video business

AOL $-$ the widespread availability of home broadband connections displaced dial$-$up connections

Nokia and Motorola $-$ the shift to smartphones displaced their strength in the mobile phone market

Borders $-$ online bookstores and e$-$readers displaced their retail bookstore business

American Express $-$ pervasive ATM and credit card networks displaced demand for their traveler's checks

Identify a current market leading company and a technology shift that would pose a threat to it$.$ Write a summary that includes:

Clear reasoning regarding the threat and the financial and market impact

Potential emerging competitors or substitute products

Recommendations for the company to prepare and mitigate the impact