S - WE ARE ALREADY FIRMLY ENTRENCHED, AND HAVE A GOOD KNOWLEDGE OF THE INDUSTRY / MARKETS / CUSTOMERS...

W - MAY BE BEHIND THE CURVE ALREADY. 

O - ABOUND AS THERE ARE THOUSANDS OF SYSTEMS IN NEED OF REPLACEMENT IN THE COMING YEARS.  THERE REALLY IS A NEW MARKET EMERGING.

T - OBVIOUSLY COMPETITION, AND POSSIBLY NOT REACTING CORRECTLY, OR FAST ENOUGH, TO THE NEW MARKET AS IT CHANGES.  