The two Jim's have already said (in interviews) that changing...

The two Jim's have already said (in interviews) that changing existing customers with established products from their supplier (i.e the duopoly of Osram and Nichia) will likely be a hard call. Where they are putting in their sales efforts is in frequencies that the duopoly is uninterested in and who need different form factors. This will primarily be in new applications, modifications and improvements to existing applications. My primary concern is that they spend a lot of time/effort on low volume (but worthy) applications which take a lot of effort but have little volume and thus little impact on the bottom line. The other area is to provide products such as the dual n wave (RPCVD) devices that has much improved efficiency than the duopoly. the DFB laser (where the duopoly does not have a product) or frequencies simply not provided by them.