The article explores how a new technology can affect the market when it is introduced by an outside innovator. The researchers look at how this innovator can either sell licenses to existing companies, enter the market and sell licenses, or enter the market without selling licenses. They focus on a market with three firms, one being the innovator and two being existing companies, and analyze the impact of the innovator's potential entry using a two-step auction. The study aims to understand how license fees are determined in this scenario.