Microsoft's Live Maps and Virtual Earth 3D was a late entrant to the Internet mapping game. Users had already put in countless hours building resources that meshed with Google Maps and Google Earth. However, by adopting the same keyhole markup language (KML) standard used by Google, any work done by users for Google in KML could be used by Microsoft. What strategy of Microsoft has allowed it to catch up with Google?

Entering an uncontested, low-profit market instead of competing in saturated, high-profit markets

Making a new product compatible with the leading standard

Exchanging technical expertise in one area with another firm to effectively suit resource capabilities

Taking advantage of complementary products developed for a prior generation of technology