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A quick refresher: in December 2012, Facebook created a clone of Snapchat which at the time was growing quickly but still relatively small. Some thought Facebook would crush the little start-up with its version, Poke.

Fast forward to yesterday with Facebook officially pulling Poke from the app store and all but declaring loss in the ephemeral messaging war to Snapchat.

So, this is proof giants can’t beat the little guys right? Innovator’s dilemma and all that?

Well, not quite. As we’ve seen, the product is easily copied. Facebook took just 12 days to develop Poke. But to beat Snapchat you need more than just a similar product.

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