Another nail in the coffin for Sony was that JVC was willing to let other companies refine the VHS. This included creating longer recording times and adding new features. As all these companies began producing VHS models they flooded the market. Together these companies gained a market advantage of 49% with the VHS system (compared to 41% by Sony and it's partners) and increased the "bandwagon effect" by 1976. The VHS standard was worldwide by the end of 1978.

When contrasting the various features and prices offered by both Sony and JVC it becomes pretty clear that the strategic alliances formed by JVC and Matsushita may have put them at a competitive advantage. While Sony offered more low priced models until 1980, Matsushita was able to use it’s greater manufacturing capabilities to counter their efforts. They were able to introduce both cheaper and more expensive models in 1981, and manufactured about twice the number of units Sony produced during the same period. Another advantage Sony had over their competition was their reputation for quality and reliability. JVC and its partners were able to overcome this obstacle by offering extended warranties on their machines. Sony tried again and again to differentiate itself from their competition by offering basic features at a lower price. Unfortunately they were unable to maintain this for any length of time because of the vast and varying technical skills and initiatives made by JVC and its partners. Sony offered most of the new features, even as they were losing market share to VHS, but JVC was usually able to match them within a few months. Some of these features included the first wireless remote, half-speed and one-third machines, hi-fi sound, and the camcorder. While Sony made great advances in all these areas, JVC with its overwhelming market share and stronger family of companies were able to match them at every step.