How do you compete against someone who has a diversified portfolio of products and can let you use one for "free"

How do you compete against "free" from companies that are able to build monopolies with the help of institutions?

It's easy to say "it was shit before google", when innovations weren't available

> When Google Maps became a viable alternative TomTom continued with the same business model, same paid map updates, same shitty bloatware necessary for map updates etc..

I agree with that one, they didn't adapt