Often new technologies are uncompetitive to existing products due to costs and even overall performance. This strategy is about achieving market entry via a small niche in the market rather than a full-scale assault on the main market itself. By aiming for a niche, they might be able to target needs that are not being met or not well in the main market. For example, JCB targeted niches with their hydraulic excavator instead of main market, as the new tech could not compete with the cable operated excavators at the time due to power deficiences. However, tech improved over time and JCB were able to gain a foothold, they were then able to move into the mainstream market. Therefore, a company can gain market presence, then as tech matures and costs fall, innovation can be extended to main market.