This paper investigates key factor how latecomer catch up first-mover from second-but better imitation strategy. Existing researches regarding to the ‘first mover advantage’ said that there are a variety of advantages which result from the order of market entry and they proved it by empirical studies. In addition to this, there has been many researches about the ‘latecomer advantage’ that a latecomer overcomes first mover advantage and leads the market. However, relatively little research of the latecomer advantage has been in the internet and the mobile platform industry. Because many researchers considered that it was natural that the first mover dominate the market due to the network externality in these industries. So, this research is intended to figure out the latecomer advantage in mobile platform industry by a case study that a latecomer overcome a first mover. We chose ‘baedaluiminjok’ as a typical case and analysed how this latecomer could overcome first mover advantage and lead the delivery service application market, focusing on the ‘second-but better’ strategy which is a combination of differentiation and imitation strategy. As a result of this research, although ‘baedaluiminjok’ is a latecomer, it could lead the market by imitating the existing delivery service application and, at the same time, carrying out differentiated marketing strategy. The main implication of this study is that, to a successful market entry by imitation strategy, the marketing strategy based on a differentiated brand image is a key factor of the latecomer advantage that can overcome the first mover advantage.