Where the network effect holds,

Costs Benefit (standards fail) Benefit (success)
Plan A
  • Standards group participation
  • Product transition
  • Standard promotion (?)
  • conformance to a sidelined standard
  • Market size jump
  • Market share jump
Plan B
  • Normal product development
  • Normal product promotion
  • Business as usual
  • Market share loss
  • Catch-up cost

Often, Participation carries the least risk