There is only one trick - you need to be late, and you need to be aware of that. Easier said than done - let's have a look:
Google was late to search
If you want to look at a company that was late to search, look at Microsoft and Bing with its 10% search share [source]. No single entity can successfully promote a new mature product in a market that is full and has little-to-none growth potential.
You should be getting the point here - it's not that much about being late as about the market potential growth. Judge that right!
Next post will cover Apple being late to MP3 Player, which is very interesting, because iPod was not the main actor at all. I'll write analysis on paper if you are interested!