Finally the market becomes saturated and enters the Mature Market phase. The focus here is on improving the operations and economics of the companies producing the products to reduce cost. There is more competition in the market and pressure on price begins to emerge. And unless there are changing needs to address by evolving the product, it progresses toward becoming a commodity. All vendors must compete on the basis of features, benefits, performance, and value and the buyer has the ability to shop elsewhere to get it.
Standards also drive products that can no longer be innovated to the status of commodity.
Take the quartz watch for example. When it first appeared on the market, it had a red LED display that only worked if you pushed a button. Not to worry, it will be a long time before we see translation tools associated with the golden arches. But in the meantime, there will be significant benefits for the users of the tools. Lets first address re-usability.