This document discusses increasing returns to adoption for technologies. It explains that as a technology is adopted more, it becomes more valuable due to learning effects and network externality effects. These increasing returns can lead to winner-take-all markets where one company dominates. The value of a technology depends both on its standalone qualities and how widely it is adopted. Customers consider both objective information and subjective perceptions, so managing perceptions is important for firms. Whether a technology dominates depends on the level of market share needed to realize network externality benefits.