Avis proudly says “We’re number two – we try harder” (than Hertz).  Pepsi is the number-2 cola, even though “Nothing Else Is A Pepsi”.

There are many #2 software companies, though on press releases you rarely find “ACME Corporation, second-leading provider of …”.

Each market segment hosts many players and one “number one”. Therefore, within the majority of software companies, there is a gap between the position they want and the position they hold. Nothing personal, friends.