While Blockbuster tried to make its mark in the online movie rental business, the firm encountered stiff competitions from Apple, Amazon.com, and Walmart, as well as market leader Netflix. In 2007, Netflix was already an established player with 75 percent of the market. Netflix’s success was attributed to the firm’s business model. Netflix’s innovation subscription service, for example, allowed customers to keep videos as long as they wished. There are no due dates or late fees nor does the customer incur any shipping charges. Netflix’s success inspired a number of other DVD rental companies both in the United States and abroad.