Today, many companies are adopting coopetitive strategies. In 2004, Sony and Samsung set up a joint venture to develop LCD technology together. The jointly developed technology will be integrated into the two partners' respective product lines. Sony and Samsung thus continue to compete on the market with products based on the same technology. The digitization of the economy reinforces the need for cooperation between competing firms. By joining forces with a competitor, companies hope to create a breakthrough in their market, enabling them to benefit from a blue ocean and a sustainable competitive advantage. For example, in the IT sector, Microsoft and Salesforce have decided to publish a joint CRM software package called CRM Dynamics. More emblematic is the alliance between Apple and Samsung, who are also competitors in the smartphone market. But coopetition strategies can also be found in less technological sectors.