I think the real question is - Can you challenge yourself when you already have the "Last Mover Advantage."

“First mover isn't what’s important — it’s the last mover. Like Microsoft was the last operating system, and Google was the last search engine.”

I personally cant find or have any analytics of this kind of situation. Its obvious though that Microsoft hasn't quite hit the nail on the head as far as proper reinvestment and focus on maintaining their position in the OS space. I.E Amazon spending almost all of their net profit year after year to put themselves so far ahead that to even enter the race the investment would have to be unheard of.