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Do you remember Smith-Corona? They were one of the most admired companies in the world up to the 1960s. In the last quarter of 1953, they made 12 million typewriters. It took them until 1995 to go bankrupt. Today, everything is faster.

Just ten years ago one of the highest valued brands on the planet was Nokia. Most kids have never heard of Nokia. More kids have heard of Angry Birds than Donald Duck. Out of Forbes’ ranking of the biggest 100 companies in the U.S. in 1990, only eight are still on the list.

The pace of this change has been accelerated by the Internet. The digitalization has hit traditional industries in two waves:

The first wave was the digitalization itself. Digital defeated all kinds of tools like the typewriter, the calculator, the analogue camera, and a million other things.

The second wave was the use of these new tools to create new businesses like Google, Amazon, and Über. This is where we are now, and the giants are terrified.

But there is one last bastion—one last place where the big brands still think they are safe, and that is the physical branded presence like chain stores or restaurants. This is about to change. We can call this change the third wave of digitalization.

It is a social digitalization, using all the tools of the first and the second waves. This wave has yet to roll in, and Wheelys is a third-wave company.

Let’s look at our own small company. Wheelys initially had only three people employed, yet in less than six months, we’ve built a global café network consisting of cafés in 50 countries.

Each and every Wheelys café is run by a person with a heart and dreams. Each of these owners is a fighter in the struggle against the giant global mega-brands that have crushed all the small local competition and taken over the cities of the world for the last forty years. This is the beginning of a social revolution that will sweep with it ****bucks and a lot of other previously immune companies.

“We truly believe that Wheelys Café is a Starbucks Killer” — Kat Almanac @ Y Combinator

How can they compete? The answer is that they can’t. Of course, they could start their own mobile cafés, but then they would be competing against themselves. Like when Sony decided not to go into portable MP3 players, and left the door open to Apple. So, no. No, they will perish, and this is, like the invention of the computer, not a bad thing. Wheelys coffee is better anyway.

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