AWS -> cloud platform shovel
Google -> web advertising shovel
Maybe these are bad examples? To a certain degree these created/heavily-defined the market they serve, whereas the "shovel" concept might require selling a solution to an existing market.
AWS -> cloud platform shovel
Google -> web advertising shovel
Maybe these are bad examples? To a certain degree these created/heavily-defined the market they serve, whereas the "shovel" concept might require selling a solution to an existing market.