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Context dynamics in the ICT industry created a new, more ambiguous competitive arena characterised by continuously shifting boundaries. As a consequence, the original equilibrium characterised by vertically integrated companies (and product architectures), and also the 1990s "alternate" equilibrium of integration and stratification, has been completely broken. A new model of competition for OEMs has been envisioned, characterised by the "horizontal" competition of specialised players exploiting their competences (and assets) across a number of product segments, even outside the traditional boundaries of the ICT industry, but focusing themselves on a given layer. New competitive strategy dynamics are required by companies to shape the new competitive scenario.