It's coined "piggyback economy" where the first move innovator ends up absorbing all the risks in developing the product and getting it to the market. The second mover then simply improves on the original product likely with ton of issues as they have to distribute their resources throughout the full journey the product makes it from the drawing board to the consumer. The market is there and the second mover is able to "catch up" when the product is as good if not better in quality which finally leads to the exit of the first innovator signaling new entrants that will put pressures on the second innovators margins.