At some point there was probably a white space map for fax machines. And as people started using email the fax companies would have thrown in more and more sales people to push and push harder for fax machines. "Email hurts your eyes" and "paper is natural" and "Faxes cost lest to run than computers" but eventually the fax machines just stopped selling.
They probably had the worlds BEST fax machine too. Colour, all the connections, pretty, could do everything. But no one bought it. Would like to have been a director in the worlds best fax machine company?
The sales reps and printing specialists that were circling that drain (I met a few) were eventually thrown a lifeline to live out their final days in reseller land, basking in the glory that was the old days of fax printing and remembering the annual faxcon event in New Orleans.
This is what the cloud is doing to the Datacenter market and the tiny sc-aps left are fought over by more and more vendors at zero margin. Datacenter vendors could be the best in the world in a rapidly declining market.
It doesnt matter how many sales staff and overlays you hire, what white space analysis and datapoint reviews say. If the customers dont want what you are selling and it is not in their strategic direction they wont buy enough of it to maintain the huge numbers of staff and costs you need them to.