If you truly don't have competition, then zoom out until you can define some. Competition can be as simple as the reliance on the status quo, Microsoft (since at some point Microsoft will compete with everyone for everything), or researchers in universities. Pick something, because saying you have no competition at all is a nonstarter.
Guy KawasakiPeople are free or cheap. Marketing: using Twitter or blogs. Cheap or free. Infrastructure: call up Amazon, call up Rackspace, terabytes of data in the clouds, thousand dollars, two thousand dollars.
Guy Kawasaki