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How might mobile payments, specifically THE Square fair in the context of being a propitious niche?...

How might mobile payments, specifically THE Square fair in the context of being a propitious niche? Also, what forces might contribute one way or the other?

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Mobile payments, specifically The Square are fair in the context of being a propitious niche because such payments pertain to success of the company who introduce specific mobile plans and create a niche market which gives that company a first mover advantage. However subsequent companies who enter such mobile payments market are not successful because firstly it is a niche market with limited target market base and secondly, there is nothing more left to be explored as the first compnay has already created an impact on the market and has got significant returns. Forces such as competition between companies, customer demands and preferences, market size, industry dynamics, demographic factors etc contribute one way or the other to such results.

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