Having Apple enter your primary market must a very worrying development. And with the rumoured iWatch possibly as near as a week away some businesses must be taking a long hard look at themselves and how they can maintain a credible position when it arrives.
Not Casio though.
In an interview with the New York Times Casio's chief executive Kazuo Kashio is reported as saying "Suddenly, everyone's discovered the wrist, we've known for a long time it's prime real estate. We're prepared."
Which doesn't strike me as being altogether true. After all if you were readying for the impact of a smart watch, surely it would be by launching a pre-emptive strike of your own?
The smart watch competition is all the more interesting because being a companion to the iPhone (or Android for that matter) means potentially entering a level playing field. There have been enough attempts this far to show that the concept has wings.
Casio have a lifetime of wrist history behind them, and have had plenty of warning that this day was coming. Letting Apple launch and then reacting to their moves isn't a sound business strategy. Ask Palm and Nokia if you don't believe me.
Or take the words of Palm's Ed Colligan, a man who mis-read the iPhone launch to a greater degree than any other.
“We’ve learned and struggled for a few years here figuring out how to make a decent phone,” he said. “PC guys are not going to just figure this out. They’re not going to just walk in.”
They could, they did and they continue to do so long after Palm has finished its death throes.
Take heed Mr Kashio.